R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology
MARKETING MANAGEMENT DEPARTMENT

FOOD DELIVERY SERVICE RIDERS’ EXPERIENCES ON CUSTOMER

COMPLAINTS AND HANDLING STRATEGIES

____________________

An Undergraduate Thesis
Presented to the Faculty of the
College of Business and Entrepreneurial Technology
Rizal Technological University
Boni Avenue, City of Mandaluyong

____________________

In Partial Fulfillment
Of the Requirements for the Degree
Bachelor of Science in Business Administration
Major in Marketing Management

By:

Edles, Kyla Nicole D.

Manilag, Angela Rose D.
Pagal, Mary Joy Lyn P.
Solmiano, Pauline C.

February 2022
 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology
APPROVAL SHEET

In partial fulfillment of the requirements for the degree Bachelor of Science

in Business Administration, major in Marketing Management, this undergraduate
thesis entitled Food Delivery Service Rider's Experience on Customer
Complaints ans Handling Strategy, prepared and submitted by Edles, Kyla Nicole
D., Manilag, Angela Rose D., Pagal, Mary Joy Lyn P. and Solmiano, Pauline C.,
is hereby recommended for oral defense.

Date Dr. RENILDA A. MAGSINO

Adviser

APPROVED, as partial fulfillment of the requirements for the degree

Bachelor of Science in Business Administration, major in Marketing
Management.

Date Prof. JOHN ERIC O. ESTRELLADO

Department Head

ACCEPTED as partial fulfillment of the requirements for the degree

Bachelor of Science in Business Administration, major in Marketing
Management.

Date Prof. AMELIA M. ARGANDA

Dean
College of Business and
Entrepreneurial Technology
 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology
ABSTRACT

The researcher conducted this study to examine the various factors

involved in experiences on consumer complaints and handling strategies

platform to overcome the challenges in food delivery industry.

The on-demand food delivery business is one of the popular delivery

services in the on-demand space. As per the market survey on the food delivery,

most of the people are used to placing the order weekly twice and monthly thrice.

On the other hand, working people say “the food delivery services are their

saviors to get the healthy food on time and saves their cooking load on busy

schedules”.

But there are few people facing problems while using food delivery

services. Here are the few problems that are faced by the consumers while using

food delivery service, issues on food selection, payment, and ordering process.

Also some problems, like locating the address, delivering food to correct address,

and serving food as hot and delivering food as soon as possible. This research

study is focused on the problem faced by the food delivery riders experience with

the consumers complaints.

This focus is expected to increase the awareness as more consumers are

pushed to understand the problem and hardship of the delivery riders delivering

the food, not just for the consumers but also the benefits of the food delivery

riders.
 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology
ACKNOWLEDGEMENT

First of all, the researchers would like to thank the Almighty God. Who

always gives the researchers a wide knowledge and wisdom to be able to share

it with others. The researchers are also thankful to the Almighty God for providing

strength and everything needed to finish and accomplish this study.

Second, the researchers would like to thank the people that responds to

the researchers interview, for their time and valuable insights to this research.

Next, the researchers are also thankful to their family, friends, and

relatives who helped and support them throughout their whole journey in doing

this study

Lastly, a special thanks goes to their mentor, Prof. Renilda Magsino for

introducing this interesting topic as well for the valuable comments and

engagement through the learning process of this research study. Aside from their

mentor, they would also want to thank the panel for sharing their insights to give

extra knowledge to the researchers.

E. K. N. D

M. A. R. D

P. M. J. L. P

S. P. C
 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology
TABLE OF CONTENTS

ABSTRACT.............................................................................................................3

ACKNOWLEtDGEMENT........................................................................................4

TABLE OF CONTENTS..........................................................................................5

LIST OF TABLES....................................................................................................7

LIST OF FIGURES.................................................................................................8

CHAPTER I. THE PROBLEM AND ITS BACKGROUND.....................................9

Introduction.......................................................................................................9
Conceptual Framework..................................................................................13
Statement of the Problem..............................................................................17
Significance of the Study................................................................................18
Scope and Delimitation of the Study..............................................................18
Definition of Terms.........................................................................................19

CHAPTER II. REVIEW OF RELATED LITERATURE.........................................22

Cubao and the Ukay-ukay Business..............................................................22

Ukay-ukay: Origin and Context......................................................................23
Health and Legal Issues.................................................................................24
Factors that Influence the Buyers to Buy Ukay-ukay Products.....................28
Positive Experiences of Ukay-ukay Buyers...................................................30
Negative Experiences of Ukay-ukay Buyers..................................................33

CHAPTER III . RESEARCH METHODOLOGY....................................................35

Research Method Used.................................................................................35

Population Frame and Sampling Scheme.....................................................36
 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology
Description of thPe Respondents..................................................................36
Research Instrument......................................................................................40
Data Gathering Procedures...........................................................................41
Statistical Treatment of Data..........................................................................41

CHAPTER IV . PRESENTATION , ANALYSIS AND INTERPRETATION OF

DATA.................................................................................................................... 44

Factors that influence ukay-ukay buyers’ buying decision............................44

Positive and Negative Experiences of Ukay-ukay Buyers.............................48

CHAPTER V. SUMMARY OF FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS........................................................................................62
Summary of Findings.....................................................................................62
Conclusions....................................................................................................73
Recommendations.........................................................................................76

REFERENCES.....................................................................................................79

APPENDICES.......................................................................................................83
APPENDIX ....................................................................................................83
APPENDIX . ..................................................................................................84

CURRICULUM VITAE..........................................................................................87
 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology

LIST OF TABLES

Table 1 Frequency and Percentage Distribution of Respondents by Age ……...35

Table 2 Frequency and Percentage Distribution of Respondents

by Gender ………………………………………………………………..36

Table 3 Frequency and Percentage Distribution of Respondents

According to Occupation ……………………………………………….36

Table 4 Frequency and Percentage Distribution of Respondents

According to Civil Status ………………………………………………..37

Table 5 Frequency and Percentage Distribution of Respondents

According to their Frequency of Purchase …………………………...37

Table 6 Frequency and Percentage Distribution of Respondents

According to Ukay-ukay¬ Products Purchased ……………………..38

Table 7 Frequency and Percentage Distribution of Respondents

According to People they usually go with……………………………..38

Table 8 Frequency and Percentage Distribution of Respondents

According to their stand in Hygiene Issues…………………………...39

Table 9 Factors the influence them to buy According to Age …………..............43

Table 10 Factors the influence them to buy According to Gender ………………44

Table 11 Factors the influence them to buy According to Civil Status…………..44

Table 12 Factors the influence them to buy According to Occupation ………….46

 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology
Table 13 Factors the influence them to buy According to Occupation ………….48

Table 14 Positive Experiences of Ukay-Ukay Buyers According to Gender ……49

Table 15 Positive Experiences of Ukay-Ukay Buyers

According to Civil Status…………………………………………………..50

Table 16 Positive Experiences of Ukay-Ukay Buyers

According to Occupation .…………………………………………………52

Table 17 Negative Experiences of Ukay-Ukay Buyers According to Age ………54

Table 18 Negative Experiences of Ukay-Ukay Buyers

According to Gender ……………………………………………………..55

Table 19 Negative Experiences of Ukay-Ukay Buyers

According to Civil Status ……………………………………………......56

Table 20 Negative Experiences of Ukay-Ukay Buyers

According to Occupation ...………..……………………………………59

 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology

LIST OF FIGURES

Figure
1 Research Paradigm 15

CHAPTER I
 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology
THE PROBLEM AND ITS BACKGROUND

Introduction

Nowadays, modern technology plays a vital role in society because it

changes the consumer's perceptions and behavior when using it. In just a snap,

technology booms and every generations adapt to the norms. In identifying the

term 'food delivery service', it define as a courier service that delivers the food to

it's consumer. The consumer's tend to buy everything online including clothes,

shoes, accessories, appliances but most especially food. Since food is essential,

food delivery riders are in a high demand to keep the consumer stay at their own

home and enjoy their food especially when the Covid-19 pandemic started and

the cases are rapidly increasing.

The online food delivery services offers help to order various of food to

deliver in front of your door and the common reasons of the consumers on

having too much attention in ordering food online is it's convinience to the

consumers and the more time they saved. It became more competitive in the

market and the changes in the technology helps the consumers' to depend on

delivery riders and it motivate the consumers' to do everything through online. As

ordering online and delivering is a fast transaction, it is pretty much safer and

convinient especially for the customers' since they can order anytime and

anywhere, and the food delivery riders will bring the food right away. Yeo et al.

(2017) stated that in recent years due to the hectic lifestyle, many people dislike

the effort to look for food and waiting for the food at restaurants. They would
 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology
prefer that food comes to them without much effort and to be delivered as fast as

possible.

The information provided by restaurants, service quality, and design

quality highly increased the perceived usefulness of the food delivery application

and directly impact the behavioral intention toward the use of food delivery

application (Lee, Lee, and Jeon, 2017). The popularity demand of the food

delivery services moves faster compared before and the expected users

increases everyday. Additionally, Alalwan (2020) study shows that the customers'

continued intention for food ordering in applications is influenced by habit, e-

satisfaction, and performance expectancy. Time saving is one of the major

contributory factors that influence behavioral intention of people to purchase

online (Khalil, 2014).

This research aims to know the perception, views, or opinions of every

food delivery riders when they deliver the foods to their consumers, to know what

they feel when they hear the customer's complaints, and the strategies they make to

deliver the food on time. This paper also help us to understand the hardships and

challenges they encounter when they deliver the food in front of our houses. However,

this study focuses on the online food delivery services riders in the Philippines.

Conceptual Framework

This study investigate the experiences of online food delivery rider's. The

random criticisms, the unstoppable rudeness, bad attitude and "below-the-belt"

 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology
accusations of consumers' towards food delivery riders are the reason why the

researchers makes this study happen. This issues arise especially when the

Covid-19 pandemic started. It was interesting to know the perspective and the

feelings of the food delivery rider's who experienced this kind of treatment.

The food delivery rider's not only experiencing bad treatments from the

customer's but they are also facing many risks while they are on the road

working. The risks of the delivery riders are highly likely to happen because of

factors such as car crashes, time pressure, and fatigue, considering that they

work for so many hours. All of those are connected to how their health is at stake

almost every day because of overworking, and it is said to be alright by the riders

since they have the traits to continue their jobs (Wang and Chen, 2019).

However, Gamilla (2021) stated that this kind of study enlighten the significant of

food delivery riders in aiding the food establishments to adapt to the "new normal

", expanding take-away and delivery services, and in accelerating sales utilizing

digital channels.

Consumers' has every reason why they always choose to order food

online and deliver the food right in front of their doors. Besides for it's convinient,

the good and quality service, the buying habits, and the personal experience of

the customer's itself make the customer's want for more.

Based on the above concepts, this researcher used the following research

process structure:
 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology

Input Process Output

The demographic
profile of the
respondents are
according to:

Age The effects of

Gender
Civil Status
mistreatments and
Online Food Delivery bad behavior of
Company customers'
Frequency of food Researcher-made towards online
delivery survey food delivery riders
Consumed hours in questionnaires in that can provide
delivering food per relevant
checklist form
day information and
Full time/Part time data for future
job
research and
Experiences of study.
Online Delivery Food
Services Riders on
Customers'
complaints

Figure I. Research Paradigm

1

The provided frameworks above are the researchers guide in identifying

the effects of customers' criticism and behavior towards the online food delivery

riders.
 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology
The research inputs used demographic profile of every respondents that

are related to the experiences of online food service riders and the mistreatments

of customer's to every food delivery riders that helps the customer to understand

the risk and challenges the food delivery service riders are facing everyday to

deliver their food. The respondents demographic profile includes age, gender,

civil status, name of online food delivery company, frequency of food delivery,

consumed hours in delivering food per day, and if the food delivery riders are full

time or part-time in their chosen fields. The researchers used survey

questionnaire to gather data and information from the respondents. The

directions in answering the questions are indicated in the survey questionnaire

and the researchers are beside them for clarification purposes.

The output of this research is the investigated effects of mistreatments

and bad behavior of customers' towards the online food delivery riders that can

provide relevant information and data for future research and study.
 R

RIZAL TECHNOLOGICAL UNIVERSITY PAGE 71

College of Business and Entrepreneurial Technology
Statement of the Problem

Significance of the Study

Scope and Delimitation of the Study

Definition of Terms