Foreign Literature

Factors that make the customers choose the service

The exponential development in the broad coverage of technology devices has

occurred in recent years as a result of the technology development process. In Vietnam,

this has provided the basis for a new form of sector. It is a food delivery service that

utilizes optimized mobile applications. Because of the widespread use of smart mobile

devices in today's world, almost everyone of any age can use this service, making it a

valuable commodity for many technology companies. This creates a competitive rivalry

between these businesses. Instead of focusing on a single element of service quality,

each company employs a variety of tactics to entice and attract customer.

To gain a better understanding of the issue, the researchers conducted a survey

of these service delivery personnel, conducting direct interviews to determine the

patterns in each firm's strategy choices. The researcher has gathered a large number of

responses from the survey, when asked about the most important quality factors for

consumer the majority of employees agree that speed is the most important parameter.

Most of them believe that consumers use their services for convenience and speed, and

as a result, delivery time has become a critical metric for their service quality.

Foreign Studies

Life is becoming more hectic, people have less time to prepare their own meals

on a regular basis as their workload grows. People are also less likely to go out for a

meal at their favorite restaurants due to the city's crowded population, noise, and air
pollution. With the rapid advancement of technology and the emergence of the

aforementioned issue, food delivery services in Ho Chi Minh City has emerged and is

steadily becoming more famous than ever before.Food delivery services have become

an industry with a lot of promise, and various brands of food delivery services are

competing for market share. Food delivered by food delivery services has quickly

become the preferred option for many people, especially millennial.

(Havas Riverorchid, 2017) mentioned that they primarily used delivery food

services throughout the week for lunch and dinner. Common dishes such as fried

chicken, pizza, pasta, and Vietnamese cuisine are the main courses. Food delivery

services are frequently searched for by Vietnamese citizens on the web and through

applications, according to the survey the majority of university students in Ho Chi Minh

City are from different provinces, they typically rent hostels or dormitories in which the

students' ability to prepare complex meals is minimal, but they have a wide range of

food preferences.

Furthermore, students who are young are more adaptable to developments and

have a basic understanding of technology. As a result, food delivery services have

become popular among students as a convenient and time-saving options given the rise

in student demand for food delivery services in Ho Chi Minh City, as well as the current

state of food delivery services, our team chose the following topic: The effect of the

quality of food delivery services on student purchasing behavior in Ho Chi Minh City.

It is clear that people are interested in this industry; however, there are some

factors, such as food quality, timely delivery, customer service, and low service charges,
on which the business should concentrate and strive to sustain in order to expand the

industry's growth. In conclusion, the people of Ho Chi Minh City are marching towards

becoming a developing country, and they are becoming more aware of economic

development. The paper on Ho Chi Minh City's online food delivery service gives

readers a new perspective on customers' thoughts and potential expectation.

The focus of the paper is on delivery preferences rather than food quality; most

of the participants believe they are already familiar with this new trend and order online

food at least once a week. According to the research, Grab Food is the most common

restaurant for online food ordering among Ho Chi Minh City residents. The study also

found that the price level for online food delivery service is appropriate, and that

consumers are optimistic about the service's potential prospects because it generates

jobs and reduces traffic congestion.

Local Studies

Food delivery through the internet is a relatively new concept in Metro Manila,

though it has long been common in neighboring countries. There are currently a few

trade and consultancy reports available that aim to forecast the potential of online

distribution in the Philippines.

In the Philippines, there is a lot of potential for online service companies. People

hope that this new economy would lower business costs for both retailers and
customers. The general public in this country is optimistic about the future of online food

delivery, which is primarily related to security concerns during the process also a few

studies have been performed in the past that are largely focused on opinion rather than

fact. The researchers gathered information from actual users of online food delivery

services for this report. According to the researchers, Filipino sellers have the

opportunity to “create value” over time.

Consumers accepted in principle that they enter into online marketing

relationships because they hope to gain positive benefit from online engagement while

avoiding traffic congestion in Metro Manila.

Local Literature

According to market research company EuromoMonitor, the Philippine food

delivery market was valued at $33 million in 2018 and is expected to reach $38 million

by 2020. It also moved the market's average annual growth rate up to 11%. Taking

advantage of this once-in-a-lifetime opportunity, Grab Food and Lala Move have

devised their own clever strategies to provide Filipino customers with an unforgettable

experience when selecting a food delivery service while also claiming exclusive

ownership of this lucrative market in the region.

Online-to-offline (O2O) food delivery services are expected to expand rapidly in

the coming years, making the Philippine market attractive. When Lala Move ruled the
food distribution market in the country two years ago, it was relatively quiet. In a cutting-

edge move, Grab sparked interest in the sector by announcing the launch of Grab Food

in Manila in June 2018, with the aim of developing so-called super-apps. As a result, the

rivalry between the two giant companies has intensified.

Door-to-door food delivery is one such operation that has changed drastically in

recent years to better fit today's eating habits, thanks to technological advancements.

From the viewpoint of the user, using online apps to get a meal delivered from a local

restaurant has become a weekly routine to save time due to their hectic lifestyles.To be

honest, it is important to note elements such as "convenience" and "quality along with

its price," which companies should prioritize in order to provide the best service for

customers ordering food online.

GrabFood is a food delivery service provided by Grab Holding Inc, a

transportation network company, through a mobile application (app). According to a

Zing.vn post, Grab officially launched the service in Vietnam in June 2018. Grab has

been successful in using technology such as map data, data analytics, and a cashless

payment system to create a seamless ride-hailing platform and an ecosystem that

covers people's basic needs from commuting, product distribution, food and drink, and

payment.

Grab's goods and services have been optimized and automated since the

beginning. As a result, GrabFood's operations will be simpler and more convenient.

Furthermore, as a later Grab service, GrabFood entered the online food ordering market

with the help of a massive ecosystem across Vietnam and a sophisticated user data
system derived from the GrabBike service. GrabFood now has a presence in over 15

markets, with thousands of shipping partners and a vast network of food businesses,

just over a year after launching.

The service serves as a distribution intermediary, linking customers with local

food businesses. Customers place orders with GrabFood via the Grab mobile app,

which collects the orders, delivers them to restaurants, and communicates with

GrabFood delivery partners nearby to pick up the orders and deliver them to customers.

During this automated process, the GrabFood app allows customers to easily monitor

their orders through a chat box about order status. Customers must pay both the food

price and the shipping fee for each order. GrabFood, on the other hand, provides a

variety of sale promotions in order to create and stimulate consumers' preferences and

demands, so customers can take advantage of a variety of sales and benefits.