Project Paper Nithya (Suggestions)

THE FACTORS AFFECTING THE USER
SATISFACTION TOWARDS THE FOOD

DELIVERY SERVICES IN MALAYSIA: A
CASE STUDY TOWARDS THE GRABFOOD
STUDENT’S NAME
Master/Doctor of Philosophy
UNIVERSITI MALAYSIA PAHANG

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Full Name : AHMAD MUSTAQIM BIN MOHD ZULI
ID Number : 201344899
Date : 12 October 2016
THE FACTORS AFFECTING THE USER SATISFACTION TOWARDS THE
FOOD DELIVERY SERVICES IN MALAYSIA: A CASE STUDY TOWARDS
THE GRABFOOD
STUDENT’S NAME
Thesis submitted in fulfillment of the requirements

for the award of the degree of
Doctor of Philosophy/Master of Science/Master of Engineering
UMP ADVANCE
OCTOBER 2015
ACKNOWLEDGEMENTS
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ABSTRAK
Translate the English version.. nak cepat pakai google translate.. hahaha…
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ABSTRACT
In this part, you bukak story sikit, cerita globally or in Malaysian context what is
happening on your selected topic tu..? contoh macam skrang ni dah jadi trend untuk
order makanan online or any other related stuff.. why people order online.. Abstract
penting sebab ikut kata orang lama, ini section mau kasi u punya readers terikat and
develop his / her interest to read ur thesis.. Pastu u kasi intro masalah kajian which is
your problem statement.. xyah panjang2.. kasi 2 or 3 ayat pun ok dah.. mcm gua check
your problem is customer satisfaction being neglected in Malaysia.. kasi sambung sikit
itu ayat.. then introduce your variables (Service quality, Food quality, Perceived value,
Time accuracy, User satisfaction). Then mention abt the theoritical framework yang u
guna untuk adopt variables yang u cadang untuk dikaji.. Next your result.. bagitau
secara ringkas your study result.. finally bgtau apa u punya research had found? Satu
dua ayat on your findings.. total bagi dalam 300 words.. possibly..
Users or customer satisfaction generally helps in defining the measurements that can
determine the happiness of a customer by having products or services from any
organization. Three major influencing factors can be taken into consideration such as
service understanding of the customers as well as the use of technology in recent days.
In the case of food delivery business on-time delivery, restaurant-quality, as well as the
quality-of-service provider, can be considered as the factors influencing a purchase
decision. The following chapter is going to shed light on the background of food
delivery services in Malaysia by having a discussion on the Grab Food services. In
addition, the rationale of this research has also been discussed in this chapter leading to
an idea on a problem statement. Research aims and objectives have also been
constructed in this chapter by identifying the rationale followed by defining the scope
and significance of this research. (Can use this as ur intro.. sempoi gak ni)
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TABLE OF CONTENT
DECLARATION
TITLE PAGE
ACKNOWLEDGEMENTS ii
ABSTRAK iii
ABSTRACT iv
TABLE OF CONTENT v
LIST OF TABLES vii
LIST OF FIGURES viii
LIST OF SYMBOLS ix
LIST OF ABBREVIATIONS x
LIST OF APPENDICES xi
CHAPTER 1 INTRODUCTION 1
1.1 UMP Thesis Template 1
1.2 Developer Tab 1
1.2.1 Navigation Pane
1.2.2 Styles Function
1.3 Summary 9
CHAPTER 2 STYLES 10
2.1 Heading 1 10
2.2 Heading 2 10
2.2.1 Heading 3
2.3 Other important styles 11
2.4 Equations 11
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2.5 Quotes 11
2.6 Table 12
CHAPTER 3 METHODOLOGY 14
3.1 Introduction 14
CHAPTER 4 RESULTS AND DISCUSSION 15
4.1 Introduction 15
CHAPTER 5 CONCLUSION 16
5.1 Introduction 16
REFERENCES 17
APPENDICES 18
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LIST OF TABLES
Table 1.1 Title
Table 1.2 Title

Table 1.3 Title new
Table 2.1 Sample table 1
Table 2.2 Sample table 2 To allow for greater flexibility, this template
includes another two types of styles for formatting tables, named
Table text center and Table header center
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LIST OF FIGURES
Figure 1.1 Enabling the Developer Tab

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recommended styles for selection
Figure 1.5 On the Insert tab, the galleries include items that are designed to
coordinate with the overall look of your document. On the Insert
tab, the galleries include items that are designed to coordinate with
the overall look of your document.
Figure 1.6 Title
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viii
LIST OF SYMBOLS
ix
LIST OF ABBREVIATIONS
SBPWM Simple Boost Pulse Width Modulation

ZSI Z source inverter
x
LIST OF APPENDICES
Appendix A: Title
Appendix B: Title
xi
CHAPTER 1
INTRODUCTION
1.1 Overview
This chapter mainly helps in illustrating the market position of Malaysia on the
basis of the online food delivery system. From the findings in this chapter, it can be said
that Malaysian people prefer to order food online than cooking at home. It led Grab
Food to get an opportunity to establish its business in this context in the Malaysian
market. However, huge market competition from several market players such as Food
Panda, Deliver Eat, and many more have been noticed from the findings of this chapter.
Summarizing this chapter, it can be said that there is a major scope in the future in this
business but need to apply the factors such as on-time delivery, quality of food, and
services to satisfy customers.
1.2 Background of the Research
A new wave with a lot of preferences has been noticed in the Malaysian food
and beverages industry, that is online food delivery. It has been noticed that FoodPanda
is the first food delivery company in Malaysia but now UberEats, GrabFood, and many
more companies spread their business in this country (Chai and Yat, 2019). However,
the food delivery system in Malaysia also faces some obstacles in the form of location,
time maintenance, and many more. Most Malaysians order food in order to have quick
as well as convenient meals during their busy day.
It can be said that customers' behaviour is changing day by day towards food
delivery as it is becoming normal or a routine as well to order foods from outside.
Moreover, technological advancements in the Malaysian food delivery business have
been noticed in order to make a better approach to customer service. Providing
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customers with their own websites of restaurants, mobile apps allow them to control
their orders on their own (See-Kwong et al. 2017).
These innovations in Malaysia lead to increased online food orders from

Malaysian restaurants. In that case, GrabFood can be considered as one of the biggest
food delivery companies in Malaysia, available in 30 cities in Southeast Asia. It has
been noticed that in spite of having movement control orders in the country their order
was growing by 30% on a monthly basis (Zainur, 2020).
Figure 1.1: Use of online food delivery app among Malaysians

(Source: Statista.com, 2021)
From the above graph, the frequency of use of food delivery apps by Malaysian
people can be noticed. The above survey reveals that almost 22% of Malaysians order
their food on any food delivery app at least once or twice a week (Statista.com, 2021).
Most interesting thing is that 4% of the respondents agreed to order their food several
times a day (Statista.com, 2021). These statistics indicate the popularity of food
delivery apps in Malaysia that can enhance the business of GrabFood in this country.
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This research has been noticed to focus on the issues with customer satisfaction that can
be resolved to enhance their business.
On the basis of psychological needs, especially getting food at the tip of a finger
with one click, it can be considered as the enhancing factor of growth in online food
delivery in Malaysia. According to Hooiet al. (2021), FoodPanda was the first online
food delivery app in Malaysia followed by DeliverEat, GrabFood, UberEats in this
country. Since the year 2012 except GrabFood, all these apps have been aggressive in
serving their customers properly in order to make them happy. On the other hand, from
the first, a preference for foreign foods has been found among Malaysians.
Especially American Franchises such as KFC and many more covered their
market on a majority basis. In recent days, people especially university students, prefer
to browse websites and order their food online during their leisure time. They have been
found to lack time for their cooking practices (Hooiet al. 2021). The following research
mainly provides ways to enhance the growth by utilizing these influencing factors on
the basis of GrabFood operations. Moreover, customer satisfaction with their services
has also been discussed in this research to indicate issues in their business activities.
Figure 1.2: Malaysian food delivery market

(Source: Hooiet al. 2021)
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From the above figure, it can be cleared that there is a rapid growth of the online
food business in Malaysia leading to an opportunity for GrabFood. It has been found
from the data from 2017 to 2025 online food delivery markets in Malaysia have grown
from 6.3 to 12.5% and are anticipated to grow to 24.7% in this country by 2025 (Hooiet
al. 2021). The following research helps in providing the ways to grab the market of
online food delivery in order to compete with other market competitors. However, by
having a discussion on customer satisfaction factors the following research also helps in
providing knowledge to improve the service of food delivery apps in Malaysia.
1.3 Problem Statement
It has been found from the previous studies that there are many ways to expand
the food delivery system in Malaysia. As stated by Hooi et al. (2021), after FoodPanda
enter the market and have good growth, Malaysians are very much fond of this service
resulting in UberEats, DeliverEat one by one. This can create a competitive market in
the environment of the food delivery business of this country.
Fi
gure 1.3: Percentage of satisfaction
(Source: Nayan and Hassan, 2020)
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In the case of competition with other competitors, it can be said that GrabFood
has serious competition with FoodPanda and many more delivery apps in Malaysia. As
stated by Jaminet al. (2021), online service quality, as well as food quality, needs to be
the major concern in order to gain satisfaction from the customers. From the above
graph, it can be said that 69% of the Malaysian respondents appreciate FoodPanda for
its features such as order, payment delivery, and many more (Nayan and Hassan, 2020).
On the other hand, only 55% appreciate GrabFood in this context leading to indicate a
huge market competition (Nayan and Hassan, 2020).
However, it has been noticed that previous researches on Malaysian online food
delivery only focus on the increasing food delivery market in this country. Customer
satisfaction has been found to be neglected whereas it has a major role in growing any
business. However, according to Tech (2020), delivery systems or the quality of food
have an important role in satisfying customers in online food delivery systems. It can be
said that the following research has its focus on making customers more satisfied with
the service of GrabFood so that they can appreciate their apps. It can also be helpful in
gaining a competitive advantage in the Malaysian food delivery market.
1.4 Research Objectives
The main aim of this research is to investigate the influencing factor of customer
satisfaction in online food delivery systems to enhance the market of GrabFood in
Malaysia. Particularly to gain an in depth understanding, this study is expected to attain
the following objectives:
1. To determine the actual relationship between food delivery system and customer
satisfaction
2. To identify the level of customer satisfaction on GrabFood to assess the market
competition
3. To recognize the influencing factors leading to customer satisfaction in online
food delivery system
4. To illustrate the ways of satisfying customers through food delivery system to
enhance the market of GrabFood in Malaysia.
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1.5 Research Questions
By referring to the research background and the problem statement, therefore

this research is aimed to answer the following questions:
1. What is the relationship between food delivery systems and customer

satisfaction?
2. How satisfied are the customers with the food and delivery process of
GrabFood?
3. What are the influencing factors that help in satisfying customers, especially in
online food delivery systems?
4. What can be the ways of satisfying customers through delivering foods online in
the Malaysian market?
1.6 Research hypothesis
H0: There is no relation between quality service in online food delivery and
customer satisfaction.
H1: There is a positive relationship between online food very and customer
satisfaction.
H2: There can be some issues with online food delivery that can have a negative
impact on customer satisfaction towards online food delivery.
H3: There are solutions such as using advanced technology in online food
delivery to mitigate issues and meet the level of customer satisfaction.
1.7 Significance of the study
The following research signifies the future growth of the Malaysian food
delivery business as well as the business of GrabFood. From the findings of this
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chapter, it can be said that there is a strong background by having major preferences to
order food online in the Malaysian market. Having an idea of the level of customer
preference and factors to make them satisfied can enhance the market of GrabFood
(Nayan and Hassan, 2020). On the other hand, having ideas on the market competition
GrabFood can set their eye perfectly on the goal to improve their future. It can lead
them to gain a competitive advantage from the online food delivery market in Malaysia.
In addition, the following research also makes other market players able to gather
knowledge about the influencing factors related to customer satisfaction in this industry.
It can also enhance the country's economy as the food industry in Malaysia can be
considered as one of the major contributions to the country's economy.
1.8 Scope of the study
It can be assumed that there is a huge scope of having studied on this particular
topic as industry-related with online food delivery has major growth in the future. The
following study can play an important role in gathering knowledge about the issues
related to food delivery associated with technology, food quality, and many more. As
there is a huge competition about online food delivery in Malaysia, the following study
can provide knowledge about the number of others (Nayan and Hassan, 2020). It can
make a way to start a business for new market players with food delivery options.
Moreover, existing market players can gather knowledge about the ways to mitigate
customers' needs in this context leading to an increase in their acceptance in the
Malaysian food market. In this context, it can be said that the following study helps in
contributing to the improvement of the food delivery business of GrabFood as well as
other market players. It can also help them in gaining sustainability in the hugely
competitive market of Malaysia.
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1.9 Operational definition
No. Elements Description
1 Online food Online food delivery can be considered as an innovative

delivery service that helps in getting food easily and rapidly during
a busy schedule of a day.
2 Customer Customer satisfaction generally refers to the happiness of

satisfaction customers by having any product or services from any
organization leading to making decisions about their further
order to that organization.
3 Influencing Influencing factors mainly refers to the situation that helps

factors in making customers happier and influenced to give orders
for food through online service.
4 Competitive This can be considered as one of the most important factors

advantage that need to be gained by any organization in order to be
sustained in the market.
1.10 Research outline
The following research has been structured in a way that can maintain a proper
sequence such as Introduction, followed by the Literature review. After that
Methodology is done to conduct the research properly followed by the Result and
discussion part. Lastly, conclusions have been provided to summarize the whole
research findings.
Literature
Introduction Methodology Data analysis Conclusion
review
Figure 1.4: Research outline
(Source: Created by learner)
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1.11 Summary
From the discussion in the Introduction chapter, it can be summarized that the
Malaysian market has a strong background to establish a food delivery business.
Moreover, Malaysian people have also been found to prefer ordering online food to
meet their needs on busy days. However, findings from this chapter also reveal the fact
about huge competition in the Malaysian market leading to a need for a proper strategy
to create appropriate influencing factors to satisfy customers. It can be said that the
following research can play a role in answering questions about the selected topic to
complete this research properly.
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CHAPTER 2
LITERATURE REVIEW
2.1 Introduction
This chapter illustrated review of various research related literature. This

chapter illustrates various theoretical aspects such as KENO model, SERVQUAL
model that can help to understand impact of service quality on consumer. In addition to
this, this chapter also comprise in-depth discussion about various dependent as well as
indent variables that are related to following research. CSAT theory helps to understand
various aspects that are associated with customer satisfaction. In this section, various
independent variables such as food and service quality that can directly affect consumer
satisfaction have been discussed.
2.2 Concept of User Satisfaction
User satisfaction plays a critical role for the food delivery services as there is a
lot of competition in the food delivery industry. Disruption in customer satisfaction can
impact the popularity and profitability of food delivery services. Factors such as the
availability of foods, human interactions, payment methods, and user ratings play a
crucial role in the growth of food delivery services (Nayan and Hassan, 2020). Food
delivery services need to improve the quality of the service and the definite goal of the
food delivery services needs to be the maximization of customer satisfaction.
Customer satisfaction depends on various aspects such as quality of the food,

delivery time, payment method, and attitude of the delivery persons. Elements such as
the importance of information quality, performance exceptions, customer patterns, and
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social influences need to be evaluated to understand the concert of user satisfaction. The
relationship between the customers and the organizations needs to be considered while
analysing customer satisfaction (Kurdi et al. 2020). The physiological aspects that
influence the minds of the customers towards product satisfaction are crucial to
understanding user satisfaction. Issues restricting user satisfaction such as service
quality, product quality, and delivery time need to be considered by the organizations to
enhance customer satisfaction.
2.3 Concept of Service Quality
Service quality can be described as the customer's comparison of service

expectations as it relates to a company's performance. Organizations that have an
excellent service quality are capable of fulfilling the requirement of the customer while
maintaining their competitiveness (Pakuráret al. 2019). Service quality is related to
customer satisfaction, and organizations can enhance customer satisfaction by
improving their service quality. Effective customer service and offering empathy
towards the customers can help to improve service quality. Factors such as service
charge, politeness of the delivery persons, variety of food, and restaurants need to be
enabled to determine the service quality (Banerjee et al. 2019).
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Figure 2.3: Service quality
(Source: Futurelearn.com, 2021)
Responsiveness and reliability play a significant role in providing quality

services to the customers. Organizations need to analyse the responsiveness of their
services to ensure customer satisfaction (Upadhyai et al. 2019). Assurance of the
provided services can help organizations to improve their service quality and enhance
customer satisfaction. The physical appearance of the organizations also plays a crucial
role in creating a positive impact in the customers' minds regarding service quality
(Anwar, 2017). Based on the above discussion, aspects such as service reliability,
responsiveness, assurance, empathy, and tangibles need to be considered to improve
service quality.
2.4 Concept of Food Quality
Food quality can be referred to as the sum of properties and attributes of a

certain food item that are acceptable to the customer. Food quality is one of the major
contributors in the aspect of customer satisfaction (Sjahroeddin, 2018). There are
certain attributes that define food quality such as acceptance, texture, flavour, and
nutritional contents, ethical and sustainable production. Food delivery services such as
GrabFooddelivers food for various local stores and renowned restaurants. Hence, there
is a huge gap between the food quality of different stores and restaurants
(Almohaimmeed, 2017). To enhance the food quality, food delivery services need to
establish a quality management department. They need to check the quality of the foods
from different stores and restaurants before enlisting them in their platforms. Food
delivery services can utilize customer ratings of the restaurants and stores to analyse
their food quality. Organizations can conduct surveys to determine the factors that
influence perception regarding good quality among individuals (Yousefiet al. 2019).
The packaging of food products also plays a major role in determining the quality of the
foods products and needs to be addressed by the food delivery services. The health and
safety factors need to be considered to enhance the food quality.
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2.5 Concept of perceived value
Perceived value can be described as the customer's evaluation regarding the

merits of a product or service. Received value depends on the ability of products and
services to meet customers' needs and expectations. Products and services are often
compared with their peers based on perceived value (Arslanagic-Kalajdzic and Zabkar,
2017). Perceived value is measured by the prices of products and services and
customers are often willing to pay more for a good product or service. The reputation of
the organizations can be impacted if their products fail to meet the perceived value
(Scridon et al. 2019).
Figure 2.4: Perceived value model
(Source: Springer.com, 2021)
Perceived value is a summation of total customer value and total customer cost,
total customer value can be considered as the benefits customers expect from a
particular product or service. The total customer cost can be referred to as the estimated
expenses for customer evaluation (Springer.com, 2021). Perceived value is directly
related to customer satisfaction and needs to be considered to enhance customer
satisfaction.
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2.6 Concept of time accuracy (IV)
Time accuracy is related to customer satisfaction and service quality and

organizations need to consider time management to ensure customer satisfaction.
Customers demand value-added and fat services for the service provided. For instance,
for a food delivery service provided time management is essential as it impacts
customer satisfaction. Timing of the delivery services can create a positive or negative
impact on consumers' minds (Raina et al. 2018). Time management is crucial for
ensuring that the services and products are declined within the scheduled time.
Customer satisfaction can be affected if the company fails to believe the product and
services within the scheduled time (Vakulenkoet al. 2019). Service quality alone cannot
improve customer satisfaction; quick service for the companies is also required.
2.7 Relationship between User satisfaction towards Food Delivery Service
This section of literature review illustrates a relationship between independent

as well as dependent variables of this study. Online food delivery services are becoming
a new channel that is employed by various food delivery services in order to increase
their revenue generation. In Malaysia, individuals are considering food delivery
services which further drive adaptation of food delivery services in Malaysia. As per
recent research, a platform to consumer segment of food delivery services can achieve
118 million US dollars (Statista.com, 2021). In addition to this, revenue generated from
this sector is expected to achieve an annual growth of 12.85%, which further projects an
increase in market volume by 191 million dollars by financial year 2025 (Statista.com,
2021). Above mentioned data illustrates popularity of various food delivery services
among Malaysian people.
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As commented by Nayan and Hassan (2020), Malaysian citizens are active users
of various food delivery services. Recent pandemic situation develops various
unprecedented challenges for every sector. Due to various guidelines and rules that are
implemented by the Malaysian government in order to reduce effect of COVID-19,
consumers are adopting various online food delivery services. Before pandemic, food
delivery services were an up-and-coming trend that is driven by various technology
companies such as Food Panda, Grab food and Lala food etc. Various research works
illustrate that food delivery services are popular among millennial. On the other hand,
following service struggles to address mature demographics in Malaysia, due to various
factors which further affect consumer satisfaction.
As commented by Azizul et al. (2019), various dimensions such as

trustworthiness, price as well as convenience can be depicted as important factors that
increased perceived value for using these services. Factors such as quality of food
products, service quality as well as time accuracy are important factors that affect
overall experience of consumers who consider various food delivery services. As
commented by Tech (2020), smart phones are an important gadget among young
individuals in Malaysia. In 2017, more than 97.7% of young individuals who belong to
the age group of 15 years and more use smartphones in order to carry out various
activities. Previously mentioned reasons drive the usage of food delivery services
among young individuals. Delivering effective services to consumers can be depicted as
a primary objective of service industry. It not only helps service companies to develop a
competitive advantage but also helps to maintain estimated revenue generation.
As commented by Prabowo and Nugroho (2019), traffic congestion, busy

schedules of individuals are primary factors that influence development of food
delivery services. Using various food delivery services, consumers are able to order
food items and can get delivery of ordered items in place of their choice. It ultimately
gives a convenient as well as easy manner which positively affects consumer
satisfaction. However, a significant delay in delivering food items also can generate
negative experiences among Malaysian consumers about food delivery services.
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2.8 Theoretical framework
This section will be reviewing on the four main theories which have been
applied the most in earlier studies including the Theory of reasoned action, Customer
Satisfaction (CSAT) Theory, SERVQUAL Model and the KANO model of consumer
satisfaction
2.8.1 Theory of reasoned action
The aforementioned theory was developed by Martin Fishbein and IcekAjzen in

order to make significant improvements over information integration theory. Reasoned
action theory is responsible for making two important changes that add another element
in persuasion and behavioural intention. In addition to this, following theory is also
explicitly cornered with behaviour rather than focusing on attempting to predict attitude
of an individual. Moreover, theory of resonated action is also concerned with various
situations that limit the influences of an attitude of individuals in their behaviour. For
example, it can be illustrated that, if a person experiences a significant lack of monetary
resources, his action will also be limited due to lack of money.
2.8.1.1 Figure 2.5: Theory of reasoned action
(Source: LaCaille, 2020)
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From this, it can be said that aforementioned theory is responsible for predicting
behavioural intentions of individuals, which further illustrates a change in attitude of
individuals due to limitations that they face. As commented by Prasetyo et al. (2021),
TRA is responsible for illustrating the intention of individuals. In addition to this, it can
be said, TRA sheds light on various factors that are able to influence behaviour of
individuals. It also helps researchers to understand effort given by individuals in order
to behave according to a situation. From this, it can be said that various factors such as
time, quality of food, and quality of service are important factors. For example, various
food delivery organisations like Grab foods can consider following theory in order to
understand behaviour of consumers. Aforementioned factors can directly affect the
overall experience of consumers who consider food delivery services in order to deliver
their food items.
2.8.2 Customer Satisfaction (CSAT) Theory
Customer satisfaction can be depicted as a primary matrix that is employed as a

key performance indicator (KPIs) that helps an organization to track satisfaction level
of a user regarding specific products or services that are offered by an organisation. In
addition to this, it can be generalised that customer satisfaction can be explained as a
psychological state which is measured by employing consumer expectations. As
commented by Smirnova (2020), service quality can be depicted as an important aspect
as it has the capability to trigger CSAT. In simpler terms, it can be depicted that
unreliable as well as undependable services that are provided by food delivery
companies can develop negative consumer experiences which further affect their
satisfaction level. Previous research also mentioned that quality of service can be
predicted by using reliability, dependability as well as trustworthiness.
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Figure 2.6: Key elements of customer satisfaction
(Source: Smirnova, 2020)
From above section, it can be generalised that due to improper service quality,
the experience of consumers gets affected which also affects their loyalty. Furthermore,
it can be said that customer satisfaction is a psychological state which further illustrates
a relationship between consumers and environment of a company. In addition to this,
consumer satisfaction comprises three impact important elements that are cognitive,
behavioural and affective. Aforementioned theory helps researchers of current study to
understand impact of various factors that have a direct effect on consumer satisfaction
which further negatively affect their loyalty. Furthermore, it can be generalised that
customer satisfaction can be measured by the expected value of service or product for
consumers, like/dislike of service or product offered by company, expected level of
expectation and expected value. For example, food delivery services like Food panda
employs this model to calculate CSAT score.
2.8.3 SERVQUAL Model
SERVQUAL model can be illustrated as a method of research that is employed

in order to understand perspectives of consumers regarding services or products offered
by an organisation. In addition to this, following model also helps to understand
perspective of consumers regarding a service. The SERVQUAL model can be
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generalised as an effective method that is responsible for bridging the gap between
expectations of consumers and their needs. There are ten dimensions that are associated
with the aforementioned model which are tangible, reliability, responsiveness,
communication, security, credibility, security, courtesy, competence, understanding and
access (Annaraud and Berezina, 2020). Reliability dimension of this model illustrates
ability of firms to provide efficient service.
Assurance dimension illustrates overall skill level of employees of a firm which

further helps to develop trust and credibility in their service. Tangible dimension of the
SERVQUAL method illustrates physical facilities, equipment, and communication
materials that are employed by firms to give effective service to their consumers.
Empathy and responsiveness dimension of this model sheds light on attention and
priority level employed by firms along with its willingness to give proper support to
consumers.
On the other hand, various research works also illustrate that dimensions of the
SERVQUAL method are not stable for a service industry. This model can be used by
food delivery companies like Grab food in order to increase customer satisfaction. As
commented by Park et al. (2021), due to the heterogeneous nature of evaluation carried
out by consumers regarding service quality, various dimensions of following model
are not stable across services industry. As viewed by Mahfuz (2019), dimensions of
aforementioned models such as reliability, responsiveness and trust do not have a
significant influence on satisfaction level of consumers, however, above mentioned
dimensions have a positive relationship with consumer satisfaction. It further illustrates
these dimensions can affect overall service quality which ultimately develops negative
experiences for consumers.
30
Figure 2.7: Dimension of SERVQUAL model
(Source: Eresia-Eke et al. 2020)
2.8.4 KANO model of consumer satisfaction
The KANO model of customer satisfaction is responsible for classifying various

attributes of a product based on consumer perspective. In addition to this, this model
also sheds light on impact of various attributes of a product on consumer satisfaction.
This model provides guidance to choose between good and better. In 1984, the
following model was developed by Noriaki Kano in 1984 which helps in development
of service as well as product. This model is responsible for illustrating a nonlinear
relationship between the satisfaction of consumers and performance of a product or
service. This model is responsible for dividing various attributes of a product or service
into various categories such as threshold, excitement, satisfaction as well as indifferent.
31
Figure 2.8: KANO model
(Source: Rotar and Kozar, 2017)
The above diagram illustrates various categories that are associated with
attributes of a product or service. Threshold attributes of a product or service can be
depicted as must-have features of a service or product which are also preferred by
consumers. As commented by Madzík and Pelantová, (2018), threshold attribute does
not give an opportunity for product differentiation. Increasing performance of threshold
attributes does not help to increase customer satisfaction levels. Moreover, improved
performance of these attributes can increase overall cost of products or services that are
offered by consumers. Performance attributes can be depicted as most important aspect
of a product or service as failing to meet these attributes can lower customer
satisfaction. For example, if a food delivery service gives guarantee of delivering food
products within one hour, failing to meet following promise can lower customer
satisfaction levels (Medium.com, 2020).
2.9 Impact of Customer Satisfaction on Food Delivery Business
Customer satisfaction can be depicted as an important factor for food delivery

businesses as it helps them to achieve their estimated revenue. Therefore, it can be
32
depicted that most food delivery services are dedicated to providing excellent service to
their consumers in order to maintain their revenue generation. In addition to this,
efficient services that are provided by various food delivery services also can help to
develop a competitive advantage. It not only helps food delivery services to earn
estimated revenue but also helps them to encourage users to consider food delivery
services (Annaraud and Berezina, 2020). Various food delivery companies try to
provide services aligned with consumer demand that further helps them to increase
satisfaction level of consumers.
From figure 2.9, it can be depicted that there are various food delivery services
that are adopted by Malaysian citizens. Furthermore, it can be depicted that companies
like Food Panda, Gab foods are considered by Malaysian citizens. As per recent
research, more than 75% of consumers consider Food panda whereas 60% of users
consider Grab food as their food delivery service. As per recent research, total revenue
generated by food delivery services in 2021 was 284 million dollars which illustrates a
change of 27.7% compared to previous year (Statista.com, 2021). Different studies also
illustrate that restaurant to consumer delivery is projected to experience a growth of 167
million dollars in financial year 2021.
Due to sudden rise of the COVID-19 pandemic a change in basic assumptions in

purchasing behaviour of consumers can be seen. Due to this, various restaurants, as well
as food delivery services, are incorporating various Covid-19 measures that not only
help them to safeguard their employees but also help to achieve attention of consumers
(Chai and Yat, 2019). As per Herzberg's motivation theory, individuals can motivate, if
the needs of individuals are successfully met (Alshmemri et al. 2017). From this, it can
be said that, if various factors such as quality of food products, delivery time and
perceived values are properly maintained by various food services, the rate of adopting
various food services among individuals can increase. It not only helps them to achieve
their estimated revenue but also helps to convert various potential consumers.
33
Figure 2.9: Most used food delivery services in Malaysia
(Source: Statista.com, 2021)
On the other hand, figure 2.10 illustrates various factors that need to be
maintained by various food delivery services which helps them to increase satisfaction
of consumers. As commented by Yuchen (2020), maintaining hygiene during food
preparation along with its quality not only helps food delivery services to increase
consumer satisfaction but also helps them to achieve their estimated revenue.
Figure 2.10: Impactful attributes of food delivery service
(Source: Yuchen, 2020)
34
2.10 Conceptual framework
Figure 2.10 illustrates the conceptual framework built for the present research
which has been adopted from previous literatures within the context of food service
delivery, service quality and customer satisfaction studies.
Independent Variables Dependent Variables
Service Quality
Food Quality
User Satisfaction
Perceived Value
Time Accuracy
Figure 2.10: Conceptual Framework
2.11 Literature gap
This study illustrates various factors that can affect satisfaction level of users
who consider food delivery services. In addition to this, it can be said that various
literature related to the above-mentioned topic does not shed light on various impactful
factors. In order to address those gaps in literature related to following topic, this
research will determine the actual relationship between customer satisfaction and food
delivery services. This study also considers Grab food, a famous food delivery platform
in Malaysia in order to understand market competition with respect to Malaysia. It
further helps to understand various factors that are considered by above-mentioned
company in order to increase consumer satisfaction level. This research also highlights
35
various factors that limit consumer selection and illustrates various ways that can be
considered by food delivering companies to increase level of satisfaction.
2.12 Summary
In reference to the above chapter, it can be said that factors such as time, quality
of service as well as food can limit consumer satisfaction. Furthermore, various theories
and models such as theory of reasoned action and KANO model help to understand
perspective of consumers regarding food delivery services. This chapter of dissertation
also consists of an in-depth discussion of various independent as well as dependent
variables that further help to acquire various concepts related to customer stratification
as well as its limiting factors. In later part of this chapter, a gap of various literatures
along with a brief description of following chapter is given.
36
CHAPTER 3
METHODOLOGY
3.1 Introduction
The research methodology chapter is prepared to provide a description of the

methods, philosophies, and approaches used in the following research. The Research
philosophy utilized in the following research is discussed in the research philosophy
section. The approach and design utilized in the research are evaluated and discussed in
the research approach and research design section. The data collection and analysis
method used to collect and analyse data regarding factors affecting user satisfaction
towards food delivery services in Malaysia are discussed in the data collection and
analysis method section. The sampling strategy section is included in the study to
provide an undressing of the sampling techniques used for the data collection process.
The tools and techniques used in the research are included in this section. The ethical
considerations that are followed while conducting the research are discussed in the
research ethics section.
3.2 Research onion
Research onion is developed to explain the phases through a researcher required

to pass to establish an effective methodology. There are various layers such as research
philosophy, research design, research approach, strategy, time horizons, and techniques
and procedures in a research onion (Melnikovas, 2018). These layers need to be
considered while developing a research philosophy for research. Research onion helps
to understand how the layers such as research, philosophy, approach, and design are
involved in the research can be evaluated to enhance the efficiency and reliability of the
methodology chapter (Al-Ababneh, 2020).
37
Figure 3.1: Research onion
(Source: Melnikovas, 2018)
Research onion is included in the chapter to prove a better understanding of the

various methods and strategies used to conduct the research. Layers of research on such
as research philosophy, research approach, and research design are used in the research.
This framework helps to establish an interconnection between the approaches, design,
and data collection methods used in the research (Gokhale et al. 2021). This framework
provides a direction to the research which further leads to enhanced and errorless
research.
3.3 Research philosophy
Research philosophy is an essential part of a research study and can be rendered

as the assumption regarding the way information about a phenomenon needs to be
gathered, analysed, and implemented. The philosophy of research can be categorized
into three parts such as positivism research philosophy, pragmatism, realism, and
interpretivism research philosophy (Dougherty et al. 2019). Positivism research
38
philosophy is highly structured and leverages large samples of data. On the other hand,
pragmatism philosophy utilizes mixed-method designs and both qualitative and
quantitative data collection methods (Cazeaux, 2017). Quantitative or qualitative data
collection methods can be used in the case of realism philosophy based on the selected
research topic. On the other hand, interpretivism, philosophy leverages small data
samples and qualitative data collection methods.
Positivism research philosophy is selected by addressing the research topic

which is related to user satisfaction. This approach is considered for the research
because it utilizes large samples of data to evaluate the research findings
(Alharahshehand Pius, 2020). Influencing factors leading to customer satisfaction
among the Malaysian population can be evaluated by utilizing quantitative data and for
this reason, the Positivism approach is chosen. Unlike the Positivism approach, the
other research philosophies are not well structured and suitable for the study.
Positivism Interpretivism Pragmatism Realism
Figure 3.2: Research philosophy

(Source: Created by the learner)
39
3.4 Research approach
The research approach is instrumental to understand how the various activities

involving research are conducted. The research approach can be considered as an
approach that involves steps of broad assumptions to structure approaches of data
collection and evaluation (Alase, 2017). The research approach can be further divided
into three categories as Deductive, Inductive, and Deductive research approach. The
deductive approach helps to generalize research from a general to a specific aspect. On
the other hand, an Inductive approach is utilized to generalize research from specific to
a general aspect (Woiceshyn and Daellenbach, 2018). The Abductive research approach
is leveraged to generalize the interactions among the specific and general aspects. The
deductive approach leverages data collection to evaluate hypotheses of assumption
related to an existing theory that is suitable for the study.
A deductive research approach is selected for the research because this approach
can help to evaluate the factors affecting customer satisfaction towards the food
delivery services. The hypothesis of the research can be confirmed using this approach
and reliable findings can be obtained for a shared data collection approach (Pearse,
2019). The relationship between the food delivery system and customer satisfaction can
be established using this approach. Other approaches such as the Inductive and
Abductive approaches are not selected for the research because they are not compatible
with the nature and purpose of the research.
Deductive Inductive Abductive

Research Research Research
Approach Approach Approach
Figure 3.3: Research approach
40
3.5 Research design
Research design can be considered as a framework of research methods and

techniques based on the nature of particular research. Research design can be further
divided into five parts as Descriptive, Experimental, correlational, diagnostic, and
explanatory research design. Descriptive research design is a theory-based approach
and utilized to gather, evaluate and present collected data (Sahin and Mete, 2021). On
the other hand, experimental design is utilized to establish a relation between the cause
and effect of a situation. Correlational design is leveraged to extinguish a relationship
between closely connected variables (Subiaet al. 2018). The diagnostic design is used to
analyse the underlying reason for a specific phenomenon or topic. On the other hand,
explanatory is used existing ideas and theories to further explore the theories.
Descriptive
Exploratory
Explanatory
Figure 3.4: Research design
The descriptive research design is selected for the research because it is

beneficial to effectively describe a situation under a case study. The case study of
GrabFood in Malaysia can be evaluated by addressing the factors affecting customer
satisfaction using descriptive design (Fatmawati, 2017). The overall purpose of the
research can be explained by implementing this design in the research. The other
41
research designs are not selected for the study because they are not suitable for fulfilling
the research purposes.
3.6 Data collection method
The data collection method is used to collect research data for evaluating a
certain phenomenon or a research topic. There are various data collection methods
available to collect research data such as Interviews, surveys, observations, documents
and records, focus groups, and oral histories (Al-Qurabat and Idrees, 2018). The
following study is focused on the factors affecting customer satisfaction towards food
delivery services. By addressing the nature of the research topic primary survey method
and secondary thematic analysis method is selected for this research.
Primary Data Secondary Data

Collection Collection
Figure 3.5: Data collection method
The survey method is used to collect data from 75 employees working in the
food delivery service company. This approach can help to identify key factors that
affect customer satisfaction towards food delivery services. Knowledge on service
quality, time management, and approaches towards improving customer quality by food
delivery organizations can be obtained using the survey process (Lin et al. 2018).
Journal articles related to customer satisfaction, service quality, and perceived values
are utilized to evaluate the factors which affect customer satisfaction. Pre-existing data
on customer satisfaction, service quality, and time management can be obtained for
journal articles, and for this season this method is selected for the study.
42
3.7 Data analysis method
Data analysis can be referred to as the procedure of collecting, modelling, and

analysing data to extract key insights from raw data that support decision-making. The
data analysis method is essential for identifying key themes and patents from a large
sample of data (Tsang, 2018). Primary qualitative analysis and secondary thematic
analysis methods are chosen for this research.
Quantitative Data
Analysis
Qualitative Data
Analysis
Figure: 3.6: Data analysis method
Survey analysis is selected to conduct the data analysis process because it is

reliable and knowledge on factors affecting customer satisfaction towards food delivery
services can be obtained through this approach. Thematic analysis is beneficial in
determining new patents and themes by evaluating pre-existing theories and articles and
for this reason thematic analysis is selected for the research
43
3.8 Sampling strategy
A sampling strategy is beneficial to collect data samples for a large population

or groups. Sampling strategies can be classified into two categories such as probability
sampling and non-probability sampling (Sharma, 2017). Probability sampling can be
further divided into five parts such as random sampling, systematic sampling, stratified
sampling, and cluster sampling. Each member forms a certain population group as the
equal opportunity to get selected in case of random sampling (Zhao et al. 2018).
Simple Random Sampling
Systematic Sampling
Stratified Sampling
Clustered Sampling
Figure 3.7: Sampling strategy
Simple random sampling is selected in this research because each member of the
participating group has the equal opportunity of getting selected for the study. This
sampling strategy helps to enhance the generality and reliability of the study (Lederer et
al. 2021). The factors affecting customer satisfaction towards food delivery services can
be evaluated by implementing simple random sampling during the data collection
process. The error in the sampling process can be determined using random sampling.
44
Selection bias in the collected sample can be further resided using this sampling
strategy and for this reason, random sampling is chosen for the research.
3.9 Data analysis tools and techniques
Tools such as Google Scholar and ProQuest are used to collect journal articles
for conducting the secondary thematic analysis. The Likert scale is utilized to prepare
the graphs, charts, and tables for the survey method. Software such as MS Word and
MS Excel is used for data analysis purposes. Articles have been obtained through
various websites and Google Scholar for data analysis purposes. The questions for the
Survey process are developed using the Likert Scale tool (Rewet al. 2020). The survey
process is conducted via an online platform due to the recent Covid-19 circumstances.
For this purpose, an Email platform is used to send invitations to the participants to
participate in the survey process. Google Forms is used to collect data from the
participants for the survey process. Five open-ended options are included in the Google
form for each survey question to collect relevant data for the analysis purpose.
3.10 Research reliability
Reliability tools are leveraged in the data analysis process to ensure the
reliability of the study for acquiring research data with optimal accuracy levels.
Reliability can be referred to as the stability of findings, whereas viability can be
considered the fruitfulness of the findings. The reliability tools help to test the
approaches, methods, designs, and techniques mentioned in the methodology section
relative to the data analysis process (Mohajan, 2017). Reliability increases transparency
in the study and reduces opportunities if the emergence of researcher bias in the study.
Utilizing various types of data collection methods, research reliability can be further
enhanced (McDonald et al. 2019). Survey and thematic analysis methods are included
in the study to enhance the overall reliability of the research.
45
3.11 Research viability
The attainment of research viability is required to maintain the quality and

authenticity of the research. The development of research viability helps to enhance
effective information which is used in the data analysis process. Viability not only
ensures the value of the study it helps to enhance the significance of the study (Lane et
al. 2021). The development of effective research methodology by ensuring the relativity
of the methods and approaches with the current research study is addressed to endure
research viability. Justification of the philosophies, design and research approaches are
provided to maintain viable research (Marais et al. 2020). Effects of theoretical errors in
research cannot be identified without ensuring the viability of the research. The purpose
of establishing validity is to ensure that the research data are sound and replicable and
the conclusions are accurate.
3.12 Research ethics
Ethical considerations are crucial to maintaining the authenticity and reliability

of the research. The data collection process is conducted by maintaining the regulatory
ethical considerations (Vincent, 2018). Informed consent is taken for the research
participants to avoid ethical issues during the research. The purpose and scope of the
research are discussed with the research participants before their involvement in the
research. Voluntary participation is offered to the potential participants to maintain the
research ethics. The data gathered from the research participants are only used for the
research purpose and misuse of research data is avoided to maintain research ethics
(Kessio and Chang'ach, 2020). The confidentiality of the research participants is
maintained in the study, the identities of the participants are replaced with variables to
ensure confidentiality. The data collected for the participants are stored in a secured
hard drive to ensure the security of research data.
46
3.13 Summary
The third chapter of the study is prepared to provide a holistic understanding of

the research philosophy, design, and approaches used in the research. Primary and
secondary data collection methods were used for the following research to identify key
insights in the research topic. Simple random sampling is used in the research because
each member of the participant group has an equal chance of getting selected in the
sampling process. Survey analysis and secondary thematic analysis are used for the data
analysis purpose. Seventy-five employees for the food delivery services are selected for
the survey process on the other hand journal articles are utilized for thematic analysis.
Likert scale is utilized for the survey analysis and Google Scholar is used for the
thematic analysis process. The ethical considerations followed to avoid ethical issues
are discussed in the research ethics section.
47
CHAPTER 4
DATA ANALYSIS
4.1 Introduction
The data analysis methods are used to analyse and discuss the data collected
from the research participants and the journals. Survey analysis and thematic analysis
are used to analyse the data to identify new themes and key areas in the aspects of
customer satisfaction and food delivery services. Survey analysis is proven beneficial in
analysing quantitative data collected for the participants. Survey analysis is used to
analyse the data collected from the participants. Demographic questions and research-
related questions are included in the survey analysis to ensure the reliability and
authenticity of the data analysis chapter. Relevant themes addressing the research
variable such as customer satisfaction and online food delivery service are discussed to
evaluate the secondary information reading GrabFood. Key areas of the research such
as the relationship between customer satisfaction and food delivery services, factors
influencing customer satisfaction in online food delivery systems are discussed in
thematic analysis.
4.2 Primary Quantitative findings
4.2.1 Demographic information
In this study, demographic analysis determines the total employees and their
working experience. Age, Gender and working experience are crucial for this study to
gather proper information to understand the customer satisfaction in the business
process in Malaysia. Therefore, to make a proper demographic analysis for this chapter
the research should focus on working experiences and age groups who have given the
information in an effective way.
48
4.2.1.1 Gender
There are 75 of the total employees who have been selected for demographic
analysis in this study to gather more information. Therefore, in 75 of the total
employees there are 30 employees who are female participants and 45 employees who
are male participants contribute to an organisation effectively. In this study, this
information can play an effective role to get an outcome to understand the relation
between delivery system and customer satisfaction in an organization. The highest-
responded employees were 60% of male employees and 40% of female employees in
this study to gather information about customer satisfaction in Malaysia.
Figure 4.1: Total employees

(Source: Created by Leaner)
4.2.1.2 Age
There were different ages of employees selected in this demographic analysis

where out of 75 employees there were 15 employees below the age of 27. On the other
hand, 25 employees were between the age range of 27-37 years. 20 employees were
between 37-50 years and 15 were above 50 years of employees who had been given
proper information for this study. The highest-responded employees were between 27-
37 years with 33% and lowest respondents for this study were 20% of below the age of
49
27 and 50 years. Therefore, a proper information has been selected from those
employees who are between 27-37 years.
Figure 4.2: Age of Total employees

4.2.1.3 Working experience
This research has selected those employees who have different working
experiences such as less than 3 years, between 3 and 6 working experience and above 6
years of working experience. In this chapter, it has been stated that there were 30
employees who had 3 years of experience and below 3 years of experience in an
organisation. On the other hand, 25 of the employees had between 3 to 6 working
experiences. 20 of the employees who have above 6 years of experience in an
organisation and given a proper information for this research. There were 40% of
employees who had below 3 years of working experience and 33% of employees who
were between 3 to 6 years of working experience to give a proper answer for this study.
On the other hand, the higher response was of those employees who had below 3 years
of experience. 27% of employees have at least 6 years of working experience in an
50
organisation and this was the lowest respondent who gave proper information about
food delivery systems and customer satisfaction in an economy.
Figure 4.3: Work experiences

4.2.2 Descriptive analysis
4.2.2.1 Link between customer satisfaction and online food delivery system
There were a total 75 of employees who had been asked several questions that
were based on food delivery and customer satisfaction. There is a positive impact on
customer satisfaction through an online delivery system, where 40% of employees
strongly agreed with this concept. On the other hand, 20% of employees agreed with
this fact and 20% of employees strongly disagreed with this concept that online has a
positive effect on customer satisfaction. Therefore, total agreed employees were (40%
+20%=60%) and (13%+20%=33%) of employees who disagreed with this concept.
There were the highest respondents who positively agreed with this concept of
effectiveness of online delivery systems on customer satisfaction. As cited by
Erdiansyah et al. (2021), the employees who think that online delivery systems are
effective as they easily deliver to the customer's house and customs do not need to go to
stores. There is food available in online stores where a customer can get any item they
51
require. On the other hand, many people think that online delivery systems are not
effective as customers wait too long for food and poor updates for customers to get the
food.
Figure 4.4: Link between customer satisfaction and online food delivery system
(Source: Created by Learner)
4.2.2.2 COVID-19 is a factor influencing online delivery system
After COVID-19 online food delivery has increased day by day and there were
highest respondents who agreed with this concept. Out of 75 employees there were 53%
of employees strongly agreed with this concept and 20% of employees agreed with this
concept. On the other hand, there were 7% of employees who strongly disagreed with
this concept and 9% of employees who disagreed with this concept of influencing the
online delivery system. Therefore, total agreed employees were (53%+20%=73%) who
agreed and (7%+9%=16%) disagreed with the concept of effectiveness of COVID-19
on the food delivery system.
The pandemic situation is an effective situation where every store has been
closed. Therefore, to earn a higher profit an organization through an online platform.
After the pandemic situation every customer is concerned about social distancing and
maintaining hygiene in an economy therefore, they require purchasing through online.
52
Therefore, the highest respondents agreed with this concept that food delivery systems
of GrabFood through online are effective in pandemic situations. On the other hand,
those employees who disagreed with this concept think online food delivery in this
pandemic situation is not effective as the quality of food is not good as compared to
stores.
Figure 4.5: COVID-19 is a factor influencing online delivery system
4.2.2.3 Online payment method and available food can affect User satisfaction
Online payment methods are effective through online platforms and customers
can easily purchase and pay through online. There were 47% of employees who
strongly agreed with this concert that it is easily accessible to pay on online platforms.
20% of employees who agreed with this concept therefore, total employees who agreed
(47%+20%=67%) with the effectiveness of online payment methods and easily getting
food online. On the other hand, there were 11% were disagreed and 9% were strongly
disagreed with this concept.
53
Figure 4.6: Online payment method and available food can affect customer satisfaction
Through online payment methods and availability of food online are effective
where customers can easily get food and pay for that food easily on an online platform
(Pandian et al. 2021). On the other hand, the other point of view of employees who
think that several customers have faced a problem purchasing food and paying for those
food. The network issues and other issues can negatively impact customer satisfaction.
Therefore, employees who disagreed with this concept can be satisfied with no online
payment method. The employees faced the issues of customers where they can face
difficulties with payment methods where they have no knowledge about online payment
and are always concerned about availability of food. Therefore, in this concept the
highest employees agreed with the online payment method.
4.2.2.4 Online food delivery system can play vital role in enhancing customer
satisfaction through contactless delivery
Online platform is an effective platform for those organizations which can

increase their profitability by increasing the quality of food of GrabFood the customer.
The customers are always concerned about the quality of goods and services to get an
54
effective satisfaction in purchasing. There were 45% of employees who strongly agreed
with this concept and 20% of employees who agreed. Therefore, the total employees
were (47%+20%=67%) who agreed with this concept of quality of food for customers.
On the other hand, 9% of employees strongly disagreed with this concept and 11% of
employees disagreed with this concept.
Figure 4.7: Online food delivery can increase the quality of food for customer
Quality of food depends on GrabFood which provides the best service to their
customers in an economy (Petrescu et al. 2020). After the pandemic situation in
Malaysia has established that the online stores can maintain the social distance in an
economy where customers can easily purchase food for their needs. On the other hand,
those who disagreed with this concept that quality of food on online platforms are not
always good for customers where they faced certain issues with this online purchase of
foods with different organisations. Therefore, the highest respondents strongly agreed
with this concept with the amount of 67% and lowest responded with the amount of
(9%+11%=20%).
55
4.2.2.5 Consumer's review process has an impact on overall market competition
in the online food industry
Customer review processes for purchasing food online are essential for
GrabFood in Malaysia where it can affect a company effectively. Feedback through
online platforms is accessible where a customer can give review about food and
delivery systems. The total number of employees who agreed with this concept is (53%
+13%) of employees. On the other hand, (15%+3%=18%) of employees who disagreed
with the concept of feedback. The highest respondent has been shown that feedback is
important for other customers and an organisation as well.
Figure 4.8: Customer feedback through online can satisfy other customer
Customer’s review can positively impact GrabFood as there are certain

competitors of food delivery which provide the same product. As per the view of van et
al. (2018), a customer’s review is important to grab the opportunity from a market.
Therefore, it is an effective factor to increase customer satisfaction in an economy. On
the other hand, the other employees think that feedback is not important to get
satisfaction by purchasing food online. The other customer does not have knowledge to
get access to an online platform and they purchase offline stores effectively rather than
online platforms.
56
4.2.2.6 Human interaction through online system can increase customer
satisfaction
There were total employees selected for this research to get effective
information to conduct this research properly. There were the highest respondents who
agreed with this concept of human interaction online to get proper food from GrabFood
online. The total employees (33%+20%=53%) who agreed that human interaction is
necessary for purchasing a better quality of food through online platforms. On the other
customer who disagreed with this concept that not only interaction is a proper way of
increase in customer satisfaction there are other way for purchasing online food. There
were (20%+13%=33%) of employees who disagreed with this factor of human
interaction in the delivery system.
Figure 4.9: Human interaction through online increase customer satisfaction

Employees who agree with this human interaction are essential for purchasing
good food online as communication can be the major factor of purchasing a good
quality product. Employees faced problems when other customers interacted properly
with the delivery system to get an effective product and the other customer’s behaviour
57
was not so good as compared to others. Therefore, they faced a problem with the
delivery system, where customer behaviour is an effective response to the delivery
workers in an economy.
4.2.2.7 4.2.2.7. Leisure experience is an influencing factor to growth of food

delivery system
Leisure of customers are an effective factor for purchasing goods and services
from a market. The customers are always concerned about their leisure time and food. It
denotes the leisure factors, the growth of the food delivery system for GrabFood. There
were a total 75 employees who had been given information about the customer who
enjoys leisure time by purchasing food on delivery. There were (40%+20%=60%) of
employees who agreed that leisure factors can increase the growth of online food
delivery. On the other hand, there were (20%+9%=29%) of employees who disagreed
with this concept.
Figure 4.10: Leisure experience an influencing factor to growth of food delivery
58
Customers are always concerned about leisure time and good food. Grabfood
can open an online store to grow their business rapidly (Wu et al. 2020). On the other
hand, those who disagree with this concept of the leisure factor can increase the
business within a sector where they believe that other factors can increase the growth of
a business.
4.3 Secondary qualitative data Analysis
4.3.1 Relationship between food delivery services and customer satisfaction
The progress of advanced technology which drives e-commerce activities has

changed the behaviour of the customers and forms. The availability of e-commerce
services provided customers opportunities to buy conveniently, compare products, and
process effectively, and arrange the delivery of products immediately (Suhartanto et al.
2019). In the context of food delivery services, the availability allows customers to
order food through restaurant websites or via food delivery websites such as GrabFood,
GoFood, and Eat 24. Restaurant industries can improve their order accuracy through
online food delivery services. Improvements in the food orders help the restaurants to
build strong relations with the customers which further lead to the enhancement of
customer satisfaction (Chandrasekhar et al. 2019). In a challenging business
environment such as the food delivery industry, maintaining customer satisfaction is a
challenging task.
GrabFood is an online food delivery service in Malaysia, has a mobile

application called Grab app which enables customers to choose various foods for
various restaurants in a few clicks (Grab.com, 2021). This appreciation is developed to
provide more value-added service to the customer to enhance customer satisfaction.
Customer satisfaction plays a significant role in increasing online loyalty among
customers. Online loyalty is key to survival for food delivery services in the
competitive industry (Hult et al. 2019). Food services such as GrabFood improves
customer satisfaction by offering services such as free delivery for selected restaurants,
discount coupons, and responsive customer service. These efforts made by the online
59
food delivery services enable to enhance customer satisfaction which further leads to
online loyalty. The application is created to provide ultimate convenience to the
customers by providing the most frequently used daily services (Hult et al. 2019).
Online loyalty expends traditional loyalty by involving technology as the

mediator of the relationship between the customers and firms. The online food delivery
application that has been developed by the food delivery services acts as a mediator
between the firms and customers. Food delivery firms try to provide value-added
services such as quick delivery, discount on orders, and variety of choices in food and
restaurants to satisfy their customers (Dhirantyet al. 2017). Based on the above
discussion, it can be stated that customer satisfaction improves the online loyalty of the
customers towards food delivery services.
Figure 4.11: GrabFood, food delivery service
(Source: Grab.com, 2021)
60
4.3.2 Factors influencing customer satisfaction in food delivery system
The recent technology developments and availability of the internet among

customers have increased the popularity of food delivery systems. Online food delivery
systems such as GrabFood, Food Panda, Food Ninja and Delivery eat are popular
among the Malaysian population. Technology plays a crucial role in the smartphone
food delivery systems; food delivery applications can be downloaded within a few
seconds. Technology is continuously creating new dining experiences for the customers
and it is essential to transform the way customers choose to enjoy a meal (Jistm.com,
2021). Factors such as convenience, accessibility of use, easy payment methods,
diversity of food and restaurants, delivery timing and schedule, and customer service
are facts that influence customer satisfaction in food delivery services. These factors
need to be addressed by the food delivery providers to improve customer satisfaction
(Tech, 2020). Customers' perceived expectations from the mobile services need to be
evaluated to understand the technology influenced in customer satisfaction.
61
Figure 4.12: Ease of use of food delivery systems
(Source: Jistm.com, 2021)
Elements of mobile service provided by the food delivery providers such as

responsiveness, accuracy, reliability, and assurance are essential. Food delivery services
need to develop their mobile applications based on customer expectations and demands
(Nayan et al. 2020). An online survey is conducted with 153 participants in Malaysia to
investigate the online food delivery systems. The above figure indicates the responses
of respondents reading the ease of use of the food delivery systems. Among the total
respondents, nearly 69% of respondents choose Food Panda while 58% choose Grab
Food for ease of use. The majority of the respondents agreed that these two food
delivery systems are easy to use for ordering foods (Jistm.com, 2021).
Figure 4.13: Percentage of satisfaction on integration
The above figure indicates the percentage of satisfaction on integration among

modules and features such as payment, delivery, and ordering modules. Among the 153
respondents, 69% choose Food Panda for their excellent integration between features
62
and molecules whereas 55% choose Grab Food for the same (Jistm.com, 2021). Based
on the above findings, it can be stated that ease of use and interaction between features
and modules of the delivery systems influences customer satisfaction. Customer
interaction experience with the food delivery systems can lead to improved customer
satisfaction (Ilham, 2018). On the other hand, a bad interaction with the food delivery
systems can create a negative impact on the customer's mind.
4.3.3 Effective ways to satisfy customers through food delivery systems
Food delivery systems are used as mediators between the customers and food
delivery films. There are a lot of food delivery approaches or systems available for
mobile devices that offer similar services to the consumers. Implementing new features
and modules in the food delivery applications can provide a slight edge to the food
delivery films over their competitors (See-Kwong et al. 2017). Food delivery services
receive a volume of telephonic orders which creates high chances of missing orders.
Cloud telephony services can be introduced in the food delivery system to reduce the
number of missed orders. Customers feel much satisfied if the food delivery services
provide customization when it comes to foods and restaurants. Deliver systems can
include the rating of the foods and restaurants to help the customers to decide their
orders. Chatbots can be implemented in food delivery applications to solve the common
queries of the consumers (De Cicco et al. 2021).
Chat-bot technology is efficient and responsive and can help the films to
enhance customer services by effectively answering the queries of the customers. Food
delivery firms such as Grad Food can encourage customers to provide their feedback on
the orders and food quality. This approach can help the films to enhance their service
quality and identify the food quality of different restaurants. A recent survey conducted
63
with 1800 participants from Southeast Asian countries indicates the reasons given by
the participants for using online food services (Grab.com, 2021). Among the total
respondents, 60.6% think that online food delivery brings convenience to their life. On
the other hand, 31.8% of respondents use online food delivery services because they
prefer to eat at home. Nearly 29.8% of respondents prefer online food services because
they can explore new food options (Grab.com, 2021).
Figure 4.14: Reasons for using online delivery services
(Source: Grab.com, 2021)
Based on the above discussion it can be stated that individual preferences play a
significant role in developing customer satisfaction towards food delivery services.
Delivery services such as Grab Food need to pay more attention to these individual
preferences to ensure customer satisfaction.
4.3.4 Market competition in the food delivery industry
The online food delivery industry is popular among customers and there is a lot
of competition in this segment. Grab Food is a popular food delivery service in
64
Malaysia however it gets tight competition from other food providers such as Food
Panda, Honestbee, and Deliveroo. A survey conducted on 153 participants to undergrad
the demand for online food delivery services in Malaysia indicates that Food Panda and
Grab Food are the two main players in the Malaysian food delivery industry. Nearly
53% of the respondents use Food Panda for adhering to foods whereas 24% of the
respondents use Garb Food for ordering food. These stats show that Grab Food needs to
further enhance its food delivery service to expand its market share in the food delivery
industry.
Figure 4.15: Frequency of the usage of delivery services
Grab food charges $3 for the food delivery whereas food providers such as
Honestbee, Deliveroo and Food Panda charge $2.50, $3.35, and $0.00 for similar food
delivery (Dollarsandsense.sg, 2021). Based on this data, it can be stated that there is a
significant difference in the delivery changes of different foods providers, and Grab
Food needs to consider the delivery changes of its rivals to expand their market share.
The features and modules offered in the food delivery systems of the competitors need
65
to be considered by Grab Food to identify effective ways to satisfy their customers and
increase their current market share.
Figure 4.16: Delivery changes for different providers.
(Source: Dollarsandsense.sg, 2021)
66
4.3.5 Trust and loyalty towards Grabfood can enhance the customer demand and
satisfaction towards online purchasing
Grabfood is a leading online food delivery business in Malaysia where

convenience has been provided by this organisation which attracts most of the
customers in a business (Grab.com, 2021). The online food delivery provides the
highest quality of food and cheaper rate where customers can easily purchase with a
lower rate. As per the view of Iristian et al. (2019), ordering readymade food online
where customers can see their goods and servos and make a decision to purchase for
that goods in a market. The customer can choose a product by seeing others review and
purchase the food from an online platform. Therefore, to gain trust and loyalty this
organisation needs to focus on their high quality of food and price for that product.
Figure 4.17: Trust and loyalty towards Grabfood
(Source: Iristian et al. 2019)
Trust is an awareness which is owned by a customer to trust goods and services

and this can be established by an organization where they can use it as a tool for long-
term relationship with customer. Therefore, a higher level of trust and loyalty towards
an organization can enhance customer satisfaction by purchasing products from a
market. As cited by Erdiansyahet al. (2021), customer satisfaction is a result of an
evolution of a process that an organisation provided in the market. Therefore, the
solution they received from an organisation the customer can enhance their demand and
preferences towards organisation. Therefore, to maximize their demand and
preferences, the customer can easily purchase the best quality of food and maximize
67
their satisfaction in a market. These days, online food delivery is effective for a
customer to enjoy their leisure time and purchase at home easily where they do not need
to go to stores in an economy.
However, if a customer’s experience on purchasing food is satisfying then a
customer purchases that food from the same organisation again. As cited by Mulyono et
al. (2021), customer’s trust can increase when a particular product forms an
organisation. The customer can purchase online food without hesitation and increase
their demand and preferences for purchasing a particular product from a market.
Therefore, for a customer they are always concerned about high quality of food and
increase their demand to purchase their goods and services. Therefore, trust and loyalty
can enhance the customer satisfaction for purchasing food from Grabfood.
4.4 Summary of themes of qualitative results
No. Themes Descriptions
1 Relationship  The progress of technology and the availability of the

between good internet have changed the behaviour of customers and
delivery services firms.
and customer  Improvement in the accuracy of food orders helped the
satisfaction. restaurant industry to improve customer satisfaction.
 Customer satisfaction plays a significant role in increasing
online loyalty for food delivery services.
2 Factors influencing  Factors such as accessibility of use, easy payment

customer methods, diversity of food and restaurants, delivery
satisfaction in food timing and schedule, and customer service influence
delivery system customer satisfaction in food delivery services.
 Elements such as responsiveness, accuracy, reliability,
and assurance in mobile services influence customer
satisfaction.
 Ease of use and integration between the modules and
68
features of the delivery system and influence customer
satisfaction.
3 Effective ways to  Implementing new features and modules in the food

satisfy customers delivery applications can help to improve customer
through food satisfaction.
delivery systems  Chatbots can be implemented to answer the common
queries of the consumers.
 Online food delivery services need to address the personal
preferences of the customers to provide satisfactory
services.
4 Market competition  GrabFood gets tight competition from other food

in the food delivery providers such as FoodPanda, Honestbee, and Deliveroo.
industry  GrabFood needs to enhance its food delivery service to
expand its market share.
5. Trust and loyalty  Trust and loyalty are awareness for maximising customer
towards Grabfood satisfaction for purchasing food delivery items from
GrabFood.
Table 4.1: Summary of themes of qualitative results
4.5 Summary
Chapter four data analysis is included in the study to discuss and present the
results from the data analysis process. Demographic questions and questions related to
factors affecting customer satisfaction towards food delivery service are developed for
69
the survey analysis method. Journal articles regarding online food delivery service,
customer satisfaction, online loyalty, factors influencing customer satisfaction are
evaluated to develop reliable and authentic themes. The objectives of the research are
considered while developing themes for the thematic analysis section. Several graphs,
charts, and tables are included in the primary qualitative finding section to discuss the
responses collected for the participants.
CHAPTER 5
CONCLUSION AND DISCUSSION
5.1 Introduction
The aim of this study is to highlight various important factors such as quality of
service and food. Consumer experience has the capability to influence customer
satisfaction. Customer satisfaction is an important factor that not only helps in revenue
generation but also helps to convert potential consumers. Recent pandemic situations
and various advancements in technology have increased the adaptation rate of various
food delivery services among Malaysian citizens. In this chapter, an in-depth discussion
on various limitations, recommendations as well as discussion of this study is
illustrated. Results which are discussed in previous chapter are elaborated in this
section, which further helps to answer various research illustrated questions.
5.2 Discussion
5.2.1 Linking with objective 1:
The first objective of following research was to find out the actual relationship
between food delivery services and customer satisfaction. From findings of this study, a
positive relationship between customer satisfaction and food delivery services can be
found. From survey data, it can be illustrated that most research respondents (60%)
70
agreed that efficient food delivery services are responsible for developing positive
experiences for consumers. Food delivery systems can be depicted as mediators
between customers and various restaurants. Users of various food delivery services can
enjoy their food from restaurants of their choice, which further helps to generate
customer satisfaction.
From secondary data of this study, it can be stated that customised services that
are provided by various food delivery services are enjoyed by consumers. Customised
food orders and effective usage of modern-day technologies such as chatbots are
accountable for improving consumer experience (Hooiet al. 2021). From secondary
qualitative data, it can be depicted that employing various modern-day technologies are
able to solve various queries of consumers. It not only helps food delivery services to
solve various pain points of consumers but also helps to increase their satisfaction.
From collected information, it further can be stated that food delivery services are
responsible for developing convenience for consumers and saves considerable amounts
of time as well as effort that further positively contribute to generating consumer
satisfaction. Based on aforementioned discussion, it can be stated that various important
factors such as service and food quality are able to generate a positive consumer
experience that further help to achieve first objective of following study.
Second objective of this study is to analyse the level of satisfaction with Grab
food to carry out an in-depth inspection of market competition. From secondary data, it
can be stated that there are six steps associated with Grab food which further helps to
improve consumer satisfaction. From data, it can be illustrated that consumers can book
food items using their application with a few clicks that further enhances overall
experience of consumers. However, from data, it can be depicted that most Malaysian
consumers are opting for Food Panda and other food delivery services because of their
service efficiency.
71
In addition to this, consumers are adopting other services because of the quality
of food products which further lower revenue generation of the chosen companies.
From primary data, it can be depicted that COVID-19 pandemic drives adoption of
online services. Maintaining various COVID-19 related guidelines is important for
chosen companies as it helps them to improve their business reputation and also drives
adaptation (Tan et al. 2021). In addition to that, it can be depicted that provision of e-
payment as well as maintaining quality of food can be depicted as an important aspect
of consumers which further drives their satisfaction level.
The KANO model classifies various attributes of services based on customer

expectations. In reference to this model, it can be said that various attributes of services
that are given by Grab Food can be understood by analysing reviews given by various
consumers. It can be said that from primary data, most of research respondents agreed
that consumer review has a direct impact on overall market competition. From
secondary data, extensive competition among various foodservice providers in Malaysia
is evident. From secondary data, it can be stated that Food Panda and Grab Food are
major players in the Malaysian market. However, due to differences in service quality,
most Malaysian citizens ordered from Food panda. Moreover, Grab food charges more
money compared to other similar services which also can be depicted as a limiting
factor for customer generation. It helps to understand current market scenario of Grab
food and gives a snapshot of competition in the Malaysian market.
Third objective of this study highlights various influencing factors that can drive
consumer satisfaction. From primary data, it can be depicted that online food delivery
services develop a contactless food delivery environment. Most research respondents
agreed that implementing contactless delivery during a global pandemic can increase
consumer satisfaction. In addition to this, from secondary data, it can be depicted that
food delivery services work as a mediator between consumers and restaurants. Various
innovations that place in modern-day technologies increase adoption of different
modern-day technologies which not only gives a competitive edge to food delivery
72
services but also helps to increase overall customer satisfaction (Prasetyoet al. 2021).
From secondary study, it can be highlighted that adaptation of modern-day technologies
such as chat-bot technology offers optimum experiences to users as they are able to
solve various queries of consumers which further improves their overall satisfaction.
From a primary survey, it can be depicted that leisure experience can develop greater
customer satisfaction as they can obtain food at their doorstep.
Secondary data further illustrates that due to increased adoption of various

modern-day technologies consumers are able to order their favourite food without any
complication which further helps food delivery services to increase overall satisfaction
levels. It can be depicted that factors such as responsiveness, accuracy, reliability and
assurance can generate greater customer satisfaction. From secondary data, it can be
depicted that most Malaysian citizens use Food Panda's mobile application as they have
better integration which further helps to increase overall satisfaction level.
The fourth objective of this study highlights various ways that can be considered
by Grab food in order to enhance its market position. From primary data, it can be
depicted that most of survey respondents agreed that online food delivery services
develop a provision for contact-less delivery. It not only helps Grab food to reduce
spreading of novel coronavirus but also helps them to increase consumer satisfaction.
As commented by Nguyen and Vu, (2020), delivery personnel are exposed to
pandemics which increase their chance of getting affected by a novel corona virus.
Maintaining safe distance and proper Covid-19 guidelines can mitigate chance of
spreading virus, which further helps Grad food to maintain hygiene.
From primary data, it can be depicted that interaction with consumers is able to
increase their level of satisfaction. As commented by De Ciccoet al. (2021), chatbots
that are implemented by food delivery services can help to develop social interaction
which further increases consumer satisfaction. Maintaining social distancing and
73
streamline communication can increase consumer satisfaction that helps Grab food to
achieve a competitive advantage (Zhao and Bacao, 2020).
5.3 Recommendations
This section of current study sheds light on various recommendations that can
be considered by Grab food in order to increase consumer satisfaction.
Recommendations that can be followed by Grab food are as follows:
5.3.1 Recommendation 1: Gamification approach
Problem statement of this study highlights increased competition in the

Malaysian food delivery services market due to availability of various major players
such as Uber Eats and Food panda. In order to cope up with increased competition, it is
recommended to Grab food employ gamification strategies in order to obtain consumer
attention. As commented by Yeo et al. (2017), marketers of various food delivery
services employ gamification strategies in order to increase adoption rate among users
to incorporate food delivery services.
Justification: Gamification approaches that are taken by organisations can

ensure customer engagement. This approach not only helps companies to increase
consumer engagement but also helps in retention as well as acquisition of consumers. It
employs game-like mechanisms in a non-gaming context which further encourages
carrying out certain behaviour.
5.3.2 Recommendation 2: Convenient e-payment services and touchless delivery:
In order to differentiate from extensive competition in the Malaysian market,

Grab food can be considered convenient as well as secured e-payment services. It not
only helps customers of Grab food to pay for their food without any hassle that further
74
can increase overall customer experience (Puriwat and Tripopsakul, 2021). COVID-19
pandemic also changes shopping behaviour of consumers, as they have become more
resilient towards conventional techniques.
Justification: Implementation of a secure e-payment service not only gives

chances to touch less delivery but also helps to grab attention of consumers. It further
helps to protect delivery persons from virus effects. As commented by Nguyen and Vu,
(2020), contact-free delivery of food items can help to mitigate effects of novel
coronavirus. It further illustrates that e-payment adopted by various food delivery
services are able to reduce spreading of novel coronavirus.
5.3.3 Recommendation 3: Development of interactive application:
As from research findings, it is already evident that Grab food has developed an
application for booking purposes. In order to ensure optimum consumer experience and
increasing consumer satisfaction, it recommended Grab food develop an interactive
application. Using modern-day technologies such as machine learning, AR/VR and
speech recognising features can increase perceived value from food delivery services.
5.3.4 Recommendation 4: Improve in service quality:
As it is already evident from previous chapter that service, as well as food

quality is an important factor that only increases customer satisfaction but also helps to
build a reputation. From data, it can be said that over 69% of consumers choose Food
Panda as their choice of food delivery services. In order to mitigate aforementioned
situation, it is recommended to Grab food increase efficiency of their services that can
further help them to provide effective services.
Justification: As commented by Jamin et al. (2021), service, as well as quality of

food, can be illustrated as the primary pain point of consumers which needs to be
75
addressed by Grab food. For this reason, increasing efficiency of service can help Grab
food to increase overall quality services.
5.4 Limitations
This section of current study sheds light on various limitations of current study
that needs to be addressed in future research. In this research, an online method is
considered to perform a survey on research respondents. In addition to this, it can be
said that online surveys have various limitations as online surveys can generate a
limited number of responses that can affect overall quality of research. Furthermore,
possible biases of survey respondents can affect the overall result of survey. Another
important limitation of this study is lack of interviews. Data collected from interviews
can help to understand various aspects of customer satisfaction.
It also provides a chance for exploring information related to a topic, which

further provides an environment for in-depth data collection. As surveys employ close-
ended questions, it limits detailed data collection processes, which can affect research
results. Moreover, close-ended questionnaires also can lead to biases as it provides
suggestive questions. Time and budget constraints of this study also present various
channels, which further can be depicted as a major limitation of current study.
5.5 Conclusion
From findings of current study, it can be concluded that a positive relationship

between customer satisfaction and food delivery services is evident. From collected
data, it is evident that recent global pandemic situation drives overall adaptation of food
delivery services. Movement control and various COVID-19 related guidelines that are
implemented by the Malaysian government drive the usage of various food delivery
services among citizens of Malaysia. From findings of this research, it can be depicted
that ensuring optimal customer experience is important to ensure a higher customer
satisfaction level. A six-step method is employed by Grab food that provides detailed
76
information to consumers about food ordering as well as delivery (Help.grab.com,
2021).
It not only provides optimum experience to consumers but also gives enjoyable
experiences to consumers. Primary findings further illustrate that an online-based
payment method which is considered by Grab food helps to ensure a positive
experience for consumers. In addition to this, giving adequate support to consumers
also positively affects overall consumer experience as agreed by most research
respondents. Moreover, from findings, it can be stated that perceived value that
consumer expects from mobile technology employed by food delivery services. It not
only increases customer loyalty but also helps to ensure a higher level of customer
satisfaction. Delivery time is another important aspect that can affect consumer
satisfaction (BETTER, 2020). Food delivery services need to ensure delivery within
promised time that can ensure higher customer satisfaction.
77
REFERENCES
Use a reference manager such as Mendeley, EndNote or any reference manager software to
generate all your list of references here. Once all the references are included then apply Caption
for Reference style.
Alexandrov, N., & Alexandrov, V. (2015). Computational science research methods for science
education at PG level. Procedia Computer Science, 51(1), 1685–1693.
https://doi.org/10.1016/j.procs.2015.05.305
Crooks, N. M., & Alibali, M. W. (2014). Defining and measuring conceptual knowledge in
mathematics. Developmental Review, 34(4), 344–377.
https://doi.org/10.1016/j.dr.2014.10.001
Gertler, M. S. (2003). Tacit knowledge and the economic geography of context, or the
undefinable tacitness of being (there). Journal of Economic Geography, 3(1), 75–99.
https://doi.org/10.1093/jeg/3.1.75
78
APPENDICES
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Appendix A:
Title
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Appendix B: Title
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THE FACTORS AFFECTING THE USER

SATISFACTION TOWARDS THE FOOD

UNIVERSITI MALAYSIA PAHANG

DECLARATION OF THESIS AND COPYRIGHT

Author’s Full Name :

I declare that this thesis is classified as:

☐ CONFIDENTIAL (Contains confidential information under the Official Secret

I acknowledge that Universiti Malaysia Pahang reserves the following rights:

1. The Thesis is the Property of Universiti Malaysia Pahang

NOTE : * If the thesis is CONFIDENTIAL or RESTRICTED, please attach a thesis declaration

CLASSIFICATION OF THESIS AS RESTRICTED

Thesis submitted in fulfillment of the requirements

LIST OF TABLES vii

LIST OF FIGURES viii

1.1 UMP Thesis Template 1

1.2 Developer Tab 1

1.2.1 Navigation Pane

1.2.2 Styles Function

2.3 Other important styles 11

CHAPTER 4 RESULTS AND DISCUSSION 15

Table 1.1 Title

Table 1.2 Title

Figure 1.1 Enabling the Developer Tab

SBPWM Simple Boost Pulse Width Modulation

1.2 Background of the Research

These innovations in Malaysia lead to increased online food orders from

Figure 1.1: Use of online food delivery app among Malaysians

Figure 1.2: Malaysian food delivery market

1.3 Problem Statement

1.4 Research Objectives

By referring to the research background and the problem statement, therefore

1. What is the relationship between food delivery systems and customer

1.6 Research hypothesis

1.7 Significance of the study

1.8 Scope of the study

No. Elements Description

1 Online food Online food delivery can be considered as an innovative

2 Customer Customer satisfaction generally refers to the happiness of

3 Influencing Influencing factors mainly refers to the situation that helps

4 Competitive This can be considered as one of the most important factors

1.10 Research outline

Figure 1.4: Research outline

(Source: Created by learner)

This chapter illustrated review of various research related literature. This

2.2 Concept of User Satisfaction

Customer satisfaction depends on various aspects such as quality of the food,

2.3 Concept of Service Quality

Service quality can be described as the customer's comparison of service

(Source: Futurelearn.com, 2021)

Responsiveness and reliability play a significant role in providing quality

2.4 Concept of Food Quality

Food quality can be referred to as the sum of properties and attributes of a

Perceived value can be described as the customer's evaluation regarding the

Figure 2.4: Perceived value model

(Source: Springer.com, 2021)

Time accuracy is related to customer satisfaction and service quality and

2.7 Relationship between User satisfaction towards Food Delivery Service

This section of literature review illustrates a relationship between independent

As commented by Azizul et al. (2019), various dimensions such as

As commented by Prabowo and Nugroho (2019), traffic congestion, busy

2.8.1 Theory of reasoned action

The aforementioned theory was developed by Martin Fishbein and IcekAjzen in

2.8.1.1 Figure 2.5: Theory of reasoned action

(Source: LaCaille, 2020)