CAN THO UNIVERSITY

SCHOOL OF ECONOMICS

DUONG THUY NGOC

FACTORS AFFECTING CUSTOMER’S SATISFACTION WITH

SERVICE QUALITY ON THE ONLINE FOOD DELIVERY
APPLICATION AT CAN THO CITY

BACHELOR THESIS

High-Quality Program
Major: International Business
Major Code: 52340120

Can Tho City, December/2023

 CAN THO UNIVERSITY
SCHOOL OF ECONOMICS

DUONG THUY NGOC

B1911692

FACTORS AFFECTING CUSTOMER’S SATISFACTION WITH

SERVICE QUALITY ON THE ONLINE FOOD DELIVERY
APPLICATION AT CAN THO CITY

SUPERVISOR
Dr. Le Tran Thien Y

Can Tho City, December/2023

 DECLARATION OF INDEPENDENCE
I declare that:
 I have complied with the thesis examination procedure at Can Tho University,
School of Economics

 This thesis is entirely my own original work, except where I have acknowledged
use of source material [such as books, journal articles, other published material,
the Internet, and the work of other students or any other person/s).

 This thesis has not been submitted for examination at Can Tho University or
ebewhere

 The university and/or the examiners may communicate a copy of this thesis item
to a plagiarism checking service (which may then retain a copy of the thesis on its
database for the purpose of future plagiarin checking)

Full name Signature Date (dd/mm/yy)

 ABSTRACT
Online Food Delivery Application as an emerging online-to-offline mobile technology,
have been widely adopted by catering businesses and customers. Especially, as they have
provided two-way beneficial catering delivery services in rescuing catering enterprises
and customers’ satisfaction. With the emerging popularity of online food delivery
application, the purpose of this study was to determine factors affecting customer
satisfaction with service quality on Online Food Delivery Application. Service quality
was measured in terms of SERVQUAL attributes. The statistical results and discussions
showed that more the quality of service, more the customer satisfaction and there is a
significant and positive relationship exists between service quality and customer
satisfaction on online food delivery applications. This study also revealed that the
independent variables of service quality having the most influence on the dependent
variable customer satisfaction on online food delivery applications is Reliability,
Responsiveness, Promotion, Perceived Price, Tangible and no influential is Empathy. The
study also proposed a number of solutions to improve the service quality of online food
delivery applications to customers.
Keywords: online food delivery application, service quality, customer satisfaction
 TABLE OF CONTENTS

CHAPTER 1: OVERALL OF THE THESIS.............................................................1

1.1 INTRODUCTION...................................................................................................1
1.2 OBJECTIVES OF THE STUDY...........................................................................2
1.2.1 General objective:.............................................................................................2
1.2.2 Specific objective:.............................................................................................2
1.3. SCOPE OF STUDY................................................................................................2
1.3.1 Scope of the study.............................................................................................2
1.3.2 Research subject...............................................................................................2
1.4 STRUCTURE OF THESIS.....................................................................................3
CHAPTER 2:...............................................................................................................................5
THEORETICAL BACKGROUND...........................................................................................5
2.1 THEORETICAL BACKGROUND.......................................................................5
2.1.1 Customer Satisfaction......................................................................................5
2.1.2 Services Quality................................................................................................5
2.1.3 Online Food Delivery Application (OFDA)....................................................6
2.2 SERQUAL MODEL................................................................................................6
2.3 LITERATURE REVIEW.......................................................................................7
2.3.1 Domestic Research............................................................................................7
2.3.2 International Research.....................................................................................8
2.4 HYPOTHSIS AND RESEARCH MODEL.........................................................12
2.4.1 Reliability.........................................................................................................12
2.4.2 Tangible Elements..........................................................................................13
2.4.3 Perceived Price................................................................................................13
2.4.4 Promotion........................................................................................................14
2.4.5 Empathy...........................................................................................................14
2.4.6 Responsiveness................................................................................................14
CHAPTER 3. DATA COLLECTION AND RESEARCH METHODOLOGY....................16
3.1. DATA COLLECTION METHOD......................................................................16
 3.1.1. Primary Data..................................................................................................16
3.1.2. Secondary Data..............................................................................................16
3.2. DATA ANALYSIS METHOD.............................................................................16
3.2.1. Descriptive statistical method.......................................................................16
3.2.2. Cronbach's Alpha..........................................................................................17
3.2.3. Analysis to exploratory EFA.........................................................................17
3.2.4 Regression Analysis........................................................................................18
3.3 QUESTIONNAIRES DEVELOPMENT.............................................................19
CHAPTER 4. THE DEVELOPMENT OF FOOD DELIVERY APPLICATIONS IN
VIETNAM....................................................................................................................................23
4.1. PERFORMANCE AND DEVELOPMENT OF FOOD DELIVERY
APPLICATIONS IN VIETNAM...............................................................................23
4.2. OVERVIEW OF THE PERFORMANCE OF ONLINE FOOD DELIVERY
APPLICATION IN CAN THO CITY.......................................................................26
CHAPTER 5. RESULTS............................................................................................................28
5.1. DESCRIPTIVE STASTICS.................................................................................28
5.2. ASSESSING CUSTOMER SATISFACTION ON SERVICE QUALITY OF
ONLINE FOOD DELIVERY APPLICATION IN CAN THO CITY....................31
5.2.1 Order picking applications............................................................................31
5.2.2 Frequency of ordering on the food delivery application.............................31
5.2.3 Average customer spends on the application...............................................32
5.2.4 The time customers choose to place an order..............................................33
5.2.5 Criteria that make customers choose an application..................................33
5.3 ANALYSIS OF FACTORS INFLUENCING CUSTOMER’S
SATISFACTION ABOUT SERVICE QUALITY OF ONLINE FOOD
DELIVERY APPLICATIONS...................................................................................35
5.3.1 Reliability.........................................................................................................36
5.3.2 Tangibles..........................................................................................................36
5.3.3 Perceived Price................................................................................................37
5.3.4 Promotion........................................................................................................37
5.3.5 Empathy...........................................................................................................38
5.3.6 Responsiveness................................................................................................38
 5.3.7 Satisfaction......................................................................................................39
5.4 TESTING THE RELIABILITY OF THE SCALE USING CRONBACH'S
ALPHA COEFFICIENT.............................................................................................40
5.5 EXPLORATORY FACTOR ANALYSIS (EFA)...............................................43
5.5.1 For independent variables.............................................................................43
5.5.2 For dependent variables.................................................................................46
5.6 REGRESSION ANALYSIS..................................................................................47
5.6.1 Correlation analysis (Pearson)......................................................................47
5.6.2 Multiple linear regression models.................................................................48
CHAPTER 6. MANAGEMENT IMLICATIONS AND CONCLUSIONS...........................53
6.1 CONCLUSIONS....................................................................................................53
6.2 IMPLICATIONS...................................................................................................53
6.3 LIMITATIONS AND FUTURE RESEARCH SUGGESTION........................54
6.3.1 Limitations of the study..................................................................................54
6.3.2 Future research...............................................................................................55
REFERENCES............................................................................................................................56
APPENDICES I...........................................................................................................................59
APPENDICES II.........................................................................................................................65
1.RESULT OF CRONBACH’S ALPHA DATA ANALYSIS.................................................65
2. RESULT OF EXPLORATORY FACTOR ANALYSIS (EFA)..........................................68
3.RESULT OF CORRELATION ANALYSIS PEARSON.....................................................72
4.RESULT OF MULTIPLE LINEAR REGRESSION MODELS (MLR)............................73
 LIST OF TABLES
Table 2.1 Overview of earlier foreign research articles...........................................................12
Table 3.1 Interpret the variables in the research model..........................................................22
Table 4.1 Popular online food delivery applications in Vietnam............................................25
Table 5.1 Respondent information.............................................................................................29
Table 5.2 Evaluation of "Reliability " (RL)..............................................................................36
Table 5.3 Evaluation of “Tangibles” (TN)................................................................................37
Table 5.4 Evauation of "Perceived Price" (PP)........................................................................37
Table 5.5 Evaluation of "Promotion” (PO)...............................................................................38
Table 5.6 Evaluation of "Empathy” (EP).................................................................................38
Table 5.7 Evaluation of “Responsiveness” (RS).......................................................................39
Table 5.8 Evaluation of “Satisfaction” (SA).............................................................................40
Table 5.9: Cronbach's Alpha Results for the Reliability Testing of Independent Variables
.......................................................................................................................................................41
Table 5.10: Results of the rotated factor matrix for independent variables..........................45
Table 5.11: Results of the exploratory factor analysis (EFA) for dependent variables........46
Table 5.12: Results of correlation analysis (Pearson)..............................................................48
Table 5.13 Model Summary.......................................................................................................49
Table 5.14 ANOVA......................................................................................................................49
Table 5.15 The standardized regression coefficient.................................................................50
 LIST OF FIGURES
Figure 2.1 Servqual model..........................................................................................................7
Figure 2.2 The research model of factors influencing satisfaction with the service quality of
online food delivery applications................................................................................................15
Figure 4.1 Market penetration rate of online food delivery....................................................24
Figure 4.2 Revenue of goods and service of some online food delivery applications............26
Figure 4.3 Loship rules the food delivery market in Can Tho................................................27
Figure 5.1 Order picking applications.......................................................................................31
Figure 5.2 Frequency of ordering on the food delivery application.......................................32
Figure 5.3 Average customer spends on the application.........................................................33
Figure 5.4 The time customers choose to place an order.........................................................33
Figure 5.5 Criteria that make customers choose an application.............................................34
Figure 5.6 Problems that custommers encounter when placing an order.............................35
 TERMS AND ABBREVIATIONS

LETTER STANDS FOR

ANOVA Analysis of variance
SERVQUAL Service Quality
EFA Exploratory Factor Analysis
KMO Kaiser-Meyer-Olkin
SIG Significance level
VIF Variance inflation factor
SLR Simple Linear Regression
MLR Multiple Linear Regression
CHAPTER 1: OVERALL OF THE THESIS

1.1 INTRODUCTION
Nowadays, everyone has their jobs and they have to work full-time in offices,
construction sites, factories, etc. Therefore, going to the market, choosing groceries,
buying them, and cooking them into meals is a difficult task, and not everyone can
manage it properly. Busy people are willing to pay extra to order food online, and they
will be quickly delivered instead of bringing packed lunches or eating out. Along with the
development of the economy, consumer standards are increasing and becoming more
demanding. They not only want delicious food but also home delivery services.
Understanding the psychology of customers, companies have introduced food ordering
and delivery apps. Customers just need to choose their favorite dishes and place an order,
and the delivery drivers will quickly deliver the food. Therefore, online food delivery
application are becoming increasingly popular.
People who have worked in cities have a faster pace of life, and part of the reason is that
they are too busy to go to restaurants and wait in long lines. Instead, having an online
food delivery app would be more convenient for them. Online food delivery application
have become a new and rapidly expanding industry in many regions, including both
developed and developing countries. Apps like Uber Eats, Deliveroo, and DoorDash in
the United States; Just Eat and Deliveroo in the United Kingdom; or Ele.me and Meituan
Dianping in China have quickly become major players in the food and dining service
industry. Similarly, the online food delivery application market in Vietnam has witnessed
fierce competition among businesses providing such services, such as Shopee Food, Grab
Food, Baemin, Loship, etc., to meet the increasing demands of customers. According to a
report by ychoc.com, the total expected revenue of Vietnam's online food delivery market
in 2023 ranks fifth among Southeast Asian countries, after Indonesia, the Philippines,
Thailand and Malaysia. Vietnam is one of the countries with the fastest growth rate, with
approximately 10 million monthly online food delivery application users. These reasons
are expected to drive the development of online food delivery activities in Vietnam, with
an estimated annual growth rate of 17.25% in the period 2023-2027. Can Tho City is one
of the large and bustling cities in the Mekong Delta region, with a high demand for online
food delivery application.
Therefore, research on the factors influencing customer satisfaction with the quality of
online food delivery application is crucial to help online food delivery application
businesses improve service quality, enhance competitiveness, and maintain sustainable
development. In addition, providing quality services is considered one of the important
strategies for the success and sustainability of organizations (Parasuraman, Zeithaml, &
Berry, 1985; Zeithaml, Bitner, & Gremler, 2009). Currently, with advancing technology

1
and increasing demand pressure, services that are of good quality and efficient play a
crucial role. When services are provided effectively, it will increase customer demand
and build trust in using the service. To achieve this goal, the author needs to understand
customer psychology and identify key factors that affect customer satisfaction with the
quality of online food delivery application. From there, attention can be focused on
developing factors that have a strong impact on attracting customer attention instead of
focusing on unimportant factors. And that is the reason the author chose the topic:
"Factor affecting customer’s satisfaction with service quality on the online food delivery
application at Can Tho city".

1.2 OBJECTIVES OF THE STUDY

1.2.1 General objective:
The aim of this paper is to examine the effect of of service quality on the customer
satisfaction on online food delivery application as well as to determine that which
dimensions of service quality makes the major contribution to overall customer
satisfaction in Can Tho City.
1.2.2 Specific objective:
(1) Identify and analyze the factor affecting customer’s satisfaction with service quality
of online food delivery application in Can Tho city. viêt lại mục tiêu 1 là : Xây dựng mô
hình nghiên cứu …
(2) To determine factor influencing customer satisfaction with service quality of online
food delivery applications.
(3) Propose managerial implications to improve the service quality of online food
delivery application.

1.3. SCOPE OF STUDY

1.3.1 Scope of the study
- Time: The research will be conducted over a period of 4 months, from August
2023 to December 2023. Primary data on food delivery applications and the study
area, Can Tho City, will be analyzed during the 2023 period.
- Space: The research will be conducted in three central districts of Can Tho City,
namely Ninh Kieu, Cai Rang, and Binh Thuy. These districts are characterized by
high population density and diversity.
1.3.2 Research subject
- Research sample: Customers aged 18 and above in Can Tho City who have already
experienced or are currently using online food delivery application.

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- Research focus: The factor affecting customer satisfaction with service quality on
online food delivery application.

1.4 STRUCTURE OF THESIS

Chapter 1: Introduction
This chapter was introducing the study which included some sections on the background
of the study, problem statement, research objectives, research questions, and the
significance of the study. It also has been discussing the definition of the term used in this
study.
Chapter 2: Literature reviews
In this chapter will be describing the literature reviews from the related issue and will be
covered several theories regarding the effect of service quality on customer satisfaction
on online food delivery application followed by previous study on dependent variable
which is customer satisfaction and six independent variables that are included in this
research which are reliability, tangibility, perceived price, promotion, empathy and
responsiveness. From this study, possibility customer’s satisfactions on food delivery
service will be affected by one or all the elements in independent variables. In addition,
this chapter also had been covered about the conceptual framework and hypothesis.

Chapter 3: Research methodology

This chapter was described in detail the approaches that are contained in this analysis of
study. The subsection in this chapter included data collection method, sample size,
sampling techniques, variables measurement, and data analysis. An online survey as
questionnaire was created to collect information from the online food delivery application
customer and was apply quantitative method in this study.
Chapter 4: Result and Discussion
This chapter described the findings of the research analysis based on the data that we
collected. The total number of 218 respondents which at Can Tho City was collected
through online survey has been converted into numerical values and entered the Statistics
Package for Social Science (SPSS) spreadsheet. The goal of this chapter is to determine
the objective and to evaluate the hypothesis. This section contains appropriate data about
the demographic structure of this study. The information of the respondents was gender,
age, monthly income, occupation, and frequency of using online food delivery
application. The questionnaires which have been collected were analysed and described
by using Descriptive Analysis, Reliability Analysis, Pearson Correlation Analysis and
Multiple Linear Regression.
Chapter 5: Conclusion and Managerial Implications

3
In this final chapter, a conclusion about how direct procurement affects the factor
involved will be drawn. In addition, this chapter will provide e-retailers with solutions to
help them grow their business to meet the needs of Can Tho’s consumers. With respect,
limitations and suggestions will be presented in this chapter to support future studies in
developing more efficient alternatives in the future.

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 CHAPTER 2:
THEORETICAL BACKGROUND
2.1 THEORETICAL BACKGROUND
2.1.1 Customer Satisfaction.
For a long time, consumer satisfaction has been significant research in marketing
strategy. Customer satisfaction is a crucial factor that impacts the success of online food
delivery application businesses. Customer satisfaction not only reflects the level of
contentment with products and services but also is closely related to customer loyalty,
word-of-mouth referrals, and repeat purchases. Consumer satisfaction can determine
customer needs and determine what is of value to customers. Consumer satisfaction
will help the product or service meet the excellent standard of a particular
business.Customers are always the most essential element in market share and business
growth (Kok & Kim, 2021). Satisfaction is an emotional or psychological response to a
center, such as wishes, product, use experience, and immediately after use, after the vote,
the accumulation of experience (Kumar, 2020). Satisfied customers is having a positive
experience with the service quality (price, promotion, tangibility, reliability,
responsiveness, and empathy) which makes customers more likely to use the app again
and make similar decisions in the future (Handayani et al., 2022). According to Philip
Kotler (2006), "Satisfaction is a person's feeling of pleasure or disappointment resulting
from comparing a product's (or result's) perceived performance in relation to his or her
expectations”. Bachelet (1995) states that customer satisfaction is an emotional response
of customers based on their experience with a product. Customer satisfaction is the
evaluation by customers of a product (goods) or service that meets their needs and
expectations, which has been widely used by the Servqual five-component model
(Asubonteng et al., 1996; Buttle, 1996 & Robinson, 1999). Zeithaml, Bitner & Gremler
(1996) argue that customer satisfaction is the customer's acknowledgment or agreement
when the product or service meets their expectations after experiencing its use. In other
words, satisfaction is the level of contentment or happiness of consumers after using the
service. On the other hand, satisfaction can be defined as “a judgement that a product or
service feature, or the product or service itself, provided (or is providing) a pleasure level
of consumption-related fulfillment, including levels of under- or over-fulfillment”
(Oliver, 1997).
2.1.2 Services Quality
Like the concept of service, service quality is also a concept that attracts a lot of attention
and controversy. There are many different definitions of what service quality is.
According to Gröonroos (1988), service quality is commonly defined as a discrepancy

5
between the service quality that is delivered by the organization and the service
performance that employees expect. Conceptually, service quality is defined as global
judgment or attitude relating to the overall excellence or superiority of the service
(Parasuraman et al., 1988). Service quality is the customer's final assessment of the
excellence of the service and organization providing it (Schneider & White, 2004).
According to Edvardsson, Thomsson and Ovretveit (1994), service quality is a service
that meets customer expectations and satisfies their needs. Mohammad & Alhamadani
(2011) define service quality as "the delivery of excellent or superior service relative to
customer expectations" and perceived service quality as the finding of the customer
regarding the total distinction of a product or service. Service quality is further been
described (Parasuraman et al., 1985) as the gap between the customers’ expectation
(desires and wants) of service provided and their opinion about the service encounter. In
this study, delivery service quality is simply defined as the process of delivering products
to consumers in a way that maximally satisfies the customer's initial expectations for
delivery activitie. The satisfaction level of customers is strongly correlated with the
quality of customer care they get since they are the ultimate consumers of a company's
goods or services. Hence, enterprises that depend on service providing as a major or
secondary income stream must use effective approaches to precisely assess the quality of
their services. Furthermore, several organizations use the service quality instrument,
often referred to as the service quality dimensions (Landrum et al., 2009), to assess the
extent of client satisfaction and retention. Parasuraman et al. (1988) were the first to
introduce the notion of "service quality" as a complete tool for assessing the quality of
services, using input gathered from focus groups.
2.1.3 Online Food Delivery Application (OFDA)
Online food delivery application services are growing in popularity and people are more
inclined to repeat again if that service can influence customer satisfaction in service
quality (Koay et al., 2022). Online food delivery application refers to “the process
whereby food that was ordered online is prepared and delivered to the consumer” Li et
al., (2020). Online food delivery application offer various benefits to their customers
including no waiting in line, no traveling for pick-up, no misunderstanding of the order
which happen frequently in restaurants or phone call orders, and discounts from daily
offers. Online food delivery app can be defined as any food delivery transaction with
monetary value that is done through mobile handheld devices, such as smartphones or
personal digital assistants. Academicians, marketing managers, and even retail industries
are continuously engaged in the enhancement of online food delivery application, aiming
to minimize the costs while maximizing the number of users. Viet Nam is one of the
developing countries that heavily utilizes OFDA in daily activities.

6
2.2 SERQUAL MODEL
The SERVQUAL scale (Parasuraman et al., 1988) is one of the most popular instruments
to measure service quality. Established on this instrument, a great number of published
studies make use of and evaluated SERVQUAL (Al-Tamimi & Al-Amiri, 2003; Khudri
& Sultana, 2015). In this research study, SERVQUAL scale was adopted and customized
to measure restaurant service quality and the relationship between service quality and
customer satisfaction on online food delivery applications.

Reliability Expected
Service
Tangibles
Perceived Price Perceived

Promotion Service Quality

Empathy Perceived
Responsiveness Service

Figure 2.1 SERVQUAL model (Parasuraman et al., 1988)

2.3 LITERATURE REVIEW
2.3.1 Domestic Research
Le Trung Ngoc Phat et al (2022) conducted a study on the relationship between delivery
service quality and customer satisfaction and loyalty in retail e-commerce. The analysis
of a dataset consisting of 340 residents in Can Tho who have made online purchases
revealed that factors such as operational quality, relational quality, and cost efficiency
positively influence customer satisfaction, thereby enhancing long-term customer loyalty.
The research findings indicated that the operational quality factor directly contributes to
customer retention. However, the study had limitations in terms of the survey population,
as it only focused on the business-to-consumer (B2C) transactions, omitting the
relationships in business-to-business (B2B) commerce. Therefore, future research should
explore the impact of delivery service quality on customer satisfaction within specific
product groups.

Tieu Phuong Lam (2023) conducted a research study on “ Examining the effect of
logistics service quality on customer satisfaction and re-use intention”. Using partial least
squares structural equation modeling on 810 respondents who were adult Chinese
customers, this study discovered that operational, resource, information, personal contact,

7
and customization qualities positively affect the satisfaction of logistics service
customers, while customer satisfaction positively affects re-use intention. The results
revealed that customer satisfaction mediated the connection between the five components
of LSQ and the re-use intention of logistics services. This study has five limitations that
need to be considered: First, this study, being solely quantitative, may lack the
comprehensive understanding that can be gained through a qualitative research design.
Second, in this study, a sample of customers was drawn from a single developing
economy, which may not be generalizable to all economies. Third, this study was
restricted to customers who had shopped earlier at a specific retailer, which may have
resulted in a biased sample. Fourth, CS represents only a single performance variable
that affects service quality and was used in the current study. Fifth, the model mentioned
in this study did not consider moderating variables such as demographic factors including
age, sex, occupation, and monthly income. Future research may consider including
moderating factor variables to investigate how demographic characteristics, such as sex,
age, and so on, influence perceptions of customer satisfaction or logistics service re-use
intention.

Vu Le Huy et al (2020) has conducted a study on “The impact of delivery service quality
on customer satisfaction and loyalty in retail e-commerce”. The study aims to test the
relationship between delivery service quality and customer satisfaction in retail e-
commerce services and between satisfaction and customer loyalty. The study analyzed
data validly collected from 384 customers mainly living in the Hai Phong area. The
results of exploratory factor analysis and linear regression confirm that delivery service
quality factors have a positive impact on customer satisfaction and customer satisfaction
also has a positive impact on loyalty. Customer success in retail e-commerce services.
The study offers a number of implications to help retail e-commerce businesses improve
customer satisfaction and create customer loyalty: research needs to be conducted with
the participation of customers using e-commerce. e-commerce in many other localities,
need to focus more on improving the quality of delivery services and pay attention to
training delivery staff and call center staff to have an attitude of providing service. better
service and communication with customers.
2.3.2 International Research
Baum et al (2023) has conducted a study on “Service quality of online food delivery
mobile application: An examination of the spillover effect of mobile app satisfaction on
food satisfaction". This study drew on the mSERVQUAL model and spillover theory to
examine the mechanism through which food-ordering mobile app service quality
influences users’ mobile app satisfaction. Online surveys were completed by 1,000
customers who used a foodordering mobile app to order fast food on the day they
completed the online survey. Structural equation modelling was then used to examine the

8
proposed mechanism. Results showed that the effects of food-ordering mobile app
service quality on customer satisfaction (i.e., mobile app satisfaction and food
satisfaction) and repurchase intention varied widely across service quality dimensions.
Mobile app service quality had significant spillover effects on food satisfaction and
repurchase intention.

Ahmad A. Al-Tit (2015) conducted a research study on “The effect of service and food
quality on customer satisfaction and hence customer retention”. The aim of this study was
to investigate the relationships between service quality, food quality, customer
satisfaction and customer retention in limited service restaurants in Jordan. A
questionnaire-based survey was distributed to 400 students served at 10 limited service
restaurants in the neighbourhood of universities in Amman, the capital city of Jordan.
Service quality was measured in terms of SERVQUAL attributes. The findings showed
that service quality and food quality have a positive influence on customer satisfaction. In
addition, service quality dimensions besides customer satisfaction have a positive
influence on customer retention. The practical implications of this study are founded on
the fact that limited service restaurants in the neighbourhood of universities should
realize the critical role of service and food quality in satisfying their customers as an
antecedent of their retention. This study is original as it examines the relationships
between service and food quality and customer satisfaction and retention in a specific
type of restaurants in Jordan.

Anis Zulaikha Binti Rosli (2023) conducted a research study on “ The effect of service
quality on customer satisfaction in online food delivery service among Malaysian
generation Z. This study is to determine the relationship between the service quality
dimension which are tangibility, reliability, responsiveness, assurance, and empathy with
customer satisfaction in online food delivery service among Malaysian generation Z. An
online questionnaire was distributed through social media to users of online food delivery
service among generation Z with selected age of 18-26 years old. The number of sample
size is 150 and this study used non-probability sample and purposive sampling
techniques. The result obtained and showing that the relationship between all the
dimensions of service quality is significant on customer satisfaction in online food
delivery service among generation Z.

Daffa Hafizh Ananda (2022) conducted a research study on “The influence of price,
service quality and trust on online transportation towards consumer satisfaction” The
purpose of this study is to find out how much influence service quality, price, and trust
have on customer satisfaction on Go-car Protect + online transportation in Indonesia. The
research method used in this study is a quantitative method with causal analysis
techniques. Data collection techniques used through primary data with questionnaires.

9
The sample taken in this study was 390 users of the Go- Car protect online transportation
service in Indonesia The results of this study resulted in the finding that service quality,
price and trust had a partial and simultaneous positive effect on customer satisfaction.The
limitations identified during this study are focuses on finding out how service quality,
price and trust and the choice of research subjects is not diverse. Further researchers are
advised to add other additional variables that can influence consumer satisfaction to be
even better, conduct research with a wider sample of respondents to get more accurate
results and conduct research using indicators and references from different and up-to-date
sources and recommended for further research to be able to choose more diverse research
objects, such as competitors from Gocar protect or other similar businesses or services.

Cantyka Trisand, Doni Putra Utama (2022) conducted a research study on “The influence
of service quality and price on customer satisfaction on Gojek users at Batam State
Polytechnic”. This study aims to examine the extent to which service quality and price
influence customer satisfaction on Gojek users in Batam Polytechnic State. The
population of this research is active students majoring in Managerial Accounting,
Applied Business Administration, and International Trade Logistics for the 2018 and
2020 class of employees at the Batam State Polytechnic. The total respondents are 100
students. This study uses a quantitative approach and data collection methods through
surveys by distributing questionnaires through Google Form. The results of this study
prove that service quality has a significant positive effect on customer satisfaction, Price
has a significant positive effect on customer satisfaction, and Service quality and price
have a significant positive effect on customer satisfaction. Further research, it is
suggested to other researchers to be able to examine other factors that influence Customer
Satisfaction on Gojek users.

Sengazhani Murugesan Vadivel et al (2023) conducted a research study on “Infuences

of Indian postal service quality factors on customer satisfaction amidst Covid-19
pandemic: an empirical study”. This research intends to examine the Service Quality
(SQ) factors in mail service operations conducted at NSH offices. Data were collected
from a sample of 296 respondents of the Indian postal customers. With the use of R
programming, the fndings are examined by structural equation modelling (SEM) analysis.
The fndings show that there is a signifcant impact of service quality factors on customer
satisfaction during the COVID-19. The research results indicate that India post service
has taking necessary steps to enhance the service quality factors.
Bỏ cột cuối trong bảng, làm cho bảng gọn lại.
Tách thành 2 bảng tỏng và ngoài nước tuuơng ứng với nội dung trình bày phái trên.

No Author (s) Independent Dependent Method (s) Research Results

variables variables

10
1 Le Trung Reliability, Loyalty, 5-point, -Relationship quality
Ngoc Phat et Responsiveness, Customer Likert has the biggest
al (2022) Empathy, Satisfaction scale, influence on customer
EFA, CFA, satisfaction out of the
SEM three variables.

-The operational quality

factor alone also
directly affects
customers' ability to
continue shopping in the
long run.

2 Vu Le Huy et Relational Customer 5-point The delivery service

al (2020) Quality, Satisfaction Likert scale quality factors have a
Operational , Loyalty EFA, MLR positive impact on
Quality customer satisfaction
and customer
satisfaction also has a
positive impact on
loyalty.

3 Santhosh Reliability, Customer 5-point The findings suggested

Samuel Putta Responsiveness, Satisfaction Likert scale that more the quality of
2023 Empathy, EFA, MLR service, more the
Tangibility, customer satisfaction
Food Quality, and there is a significant
Menu,
and positive relationship
Assurance
exists between service
quality and customer
satisfaction in
restaurants

4 Reliability, Customer 5-point That service quality and

Ahmad A. Responsiveness, Satisfaction Likert scale food quality have a
Al-Tit (2015) Empathy, , Customer EFA, MLR positive influence on
Tangibility, retention customer satisfaction.
Food Quality,
Assurance

11
 5 Anis Reliability, Customer 6-point The relationship
Zulaikha Responsiveness, Satisfaction ikert scale between all the
Binti Rosli Empathy, EFA, MLR dimensions of service
(2023) Tangibility, quality is significant on
Assurance customer satisfaction in
online food delivery
service among
generation Z.
6 Daffa Hafizh Service Quality, Customer EFA, MLR The service quality,
Ananda Price, Trust Satisfaction price and trust had a
(2022) partial and simultaneous
positive effect on
customer satisfaction.

7 Cantyka Service Quality, Customer EFA, MLR Research results

Trisand, Price Satisfaction indicate that the service
Doni Putra quality and price have a
Utama significant positive
(2022) effect on customer
satisfaction.

8 Sengazhani Core Service, Customer 5-point, The findings show that

Murugesan V Human aspects, Satisfaction Likert there is a significant
adivel et al Systemization, scale, SEM impact of service
(2023) Tangible, quality factors on
Responsibility customer satisfaction

Table 2.1 Overview of earlier foreign research articles

2.4 HYPOTHSIS AND RESEARCH MODEL

2.4.1 Reliability
Reliability is defined as “the ability to perform the promised service dependably and
accurately” or “delivering on its promises” (Fourie, 2015). The reliability of a service
may be measured by how well the supplier responds to client complaints and how
consistently they provide the expected outcomes (Siti Zaleha et al., 2018). The reliability
of the application must originate from several levels of perception, such as the product
presentation, the availability of the product, and the convenience of using the application
(Verma, 2020). When discussing of OFDA, the concept of reliability can be show on the
ability of deliverymen to carry out the services that have been promised in an accurate
and comprehensive approach (Kian Yeik et al., 2022). Consumers are more likely to trust

12
a business that provides good service because it is reliable, which in turn increases levels
of customer satisfaction (Saad, 2020). For the food & beverage industry, reliability can be
interpreted to mean fresh food delivered at the correct temperature and accurately the first
time (Andaleeb & Conway, 2006). Researchers have established a favourable
relationship between reliability and customer satisfaction in the service industry (Kian
Yeik et al., 2022).
H1: Reliability has a positively influences on consumer satisfaction.
2.4.2 Tangible Elements
Tangibility is the appearance of physical facilities such as the equipment, employees, and
written information (Sahak et al., 2018). The three elements of tangible of service quality
are offline, online, and mobile (Yunji & Armstrong, 2020). Tangibles are used by firms
to convey animage and signal quality. It interprets to the restaurant’s interiors, the
appearance and condition of the cutlery, tableware, and uniform of the staff, the
appearance and design of the menu, restaurant signage and advertisements (Fourie,
2015). The previous studies mention that the dimension ‘tangibility' evaluated the
restaurants physical features and layout’s utility which would influence the perception
quality. For example, the consumer would examine the cleanliness of the floor, the smell
of the air, arrangement of the table and much more which contribute to the persecution of
service quality (Sahak et al., 2019). In the aspect of online tangible, app designed, or
websites has aesthetic indicate visual attractiveness (Yunji & Armstrong, 2020). Besides
that, ease of use of app or Websites. It refers to the customer ability to utilize a
userfriendly Web interface (Yunji & Armstrong, 2020). Another factor is customer notice
that the delivery people with proper uniform and packaging of food is importance (Parab
et al., 2022).
H2: Tangible elements has a positively influences on consumer satisfaction.
2.4.3 Perceived Price
Price always plays an important role and determines the choice of product or
service. Al-msallam (2015) indicated the price is an essential factor in generating
customer satisfaction because customers always evaluate the value of services based on
their prices. Martın-Consuegra et al. (2003) showed that perceived price is directly
affected by consumer satisfaction judgment. At the same time, perceived price fairness
indirectly affects price acceptance through customer loyalty. Susanti (2019) stated
that price is an essential factor in determining customer satisfaction because all
consumers evaluate the value of the service received at the price they paid. As a result,
perceived unfair prices may lead to brand abandonment and brand switching.
Rothenberger's (2015) research shows that perceived price airness is an effective way to
evaluate consumer satisfaction and increase customer loyalty.

13
H3: Perceived price has a positively influences on consumer satisfaction.
2.4.4 Promotion
Promotion is marketing communication tools used to stimulate revenue. Promotions
activities also can influence consumers to change brands, increase purchases and
overspending. Pi & Huang (2011) research found that promotion can maintain customer
loyalty by improving consumer satisfaction, trust and commitment. The research
results of Alipour et al. (2018) showed that appropriate promotional activities have a
significant impact on consumer satisfaction. Nakarmi's (2018) research shows that
customers are too satisfied with price discounts, coupons, free samples and "buy
one get one free". Therefore, promotional practices will improve sales by influencing
kconsumers' purchase behaviour.
H4: Promotion has a positively influences on consumer satisfaction.
2.4.5 Empathy
Empathy is defined as the “caring, individualized attention the firm provides its customer
(Zeithaml et al., 2006) in Fourie, 2015). Empathy defined as providing individualized
care to each consumer (Park & Kim, 2022). Empathy is all about treating the customer
that he is unique and special smaller companies can especially succeed in this over larger
companies as well as industries that focus on building a relationship with their customers.
(Andaleeb & Conway, 2006). Empathy is defined as personalised attention provides to
the customers (Ramya et al., 2019). This includes ensuring that employees provide
individual attention to customers, that operation time are convenient for all customers,
that employees are compassionate to customer problems, and that customers' best
interests are prioritised (Sahak et al., 2019). Individual attention towards each customer is
a necessary attitude in some countries around the world (Kobiruzzaman, 2020). This
element wants to describe the idea that customers are unique and special to the company
by providing individualised or personalised services (Ramya et al., 2019).
H5: Empathy has a positively influences on consumer satisfaction.
2.4.6 Responsiveness
Responsiveness “is the willingness to help customers and provide prompt service” (Harr,
2008). Responsiveness is the service provider's or workers' willingness to meet consumer
needs (Sahak et al., 2019). Responsiveness relates to the punctually dealing with
customers’ request, complaints, and questions. The responsiveness of a service provider
or its employees is evaluated by their ability to react to a customer's service demand
(Sahak et al., 2019). The time duration customers may wait for an answer or solution will
determine responsiveness. To simplify, customer’s issues are resolved as fast as possible
due to responsiveness by providing anticipated information or changing products
(Kobiruzzaman, 2020). The responsiveness conditions can be improved by constantly

14
observing the process of service delivery and employees' attitudes toward customers ’
requests (Ramya et al., 2019).
H6: Responsiveness has a positively influences on consumer satisfaction.
This research article synthesizes and adjusts certain points from previous studies to align
with the field and research objectives of the topic. Specifically, the satisfaction measures
will be compiled by the research team from the reviewed studies and propose factors that
are relevant to the research field of higher education and achieve the expected research
outcomes. Additionally, through the literature review, the research team aims to verify
customer satisfaction with the service quality of online food delivery applications. As a
result, the study proposes a research model as shown in Figure 2.2.

Reliability H1 (+)

Tangibles H2 (+)

Promotion
H3 (+)
Perceived Price
Customer
Satisfaction with
H4 (+)
Service Quality
Promotion
Perceived Price H5 (+)

Empathy
H6 (+)

Responsiveness

Figure 2.2 The research model of factors influencing satisfaction with the service quality
of online food delivery applications.
Source: Proposal Research, 2023

15
 CHAPTER 3. DATA COLLECTION AND RESEARCH
METHODOLOGY
3.1. DATA COLLECTION METHOD
3.1.1. Primary Data
The sample consists of customers who are currently using online food delivery
applications in Can Tho City, with varying genders, occupations, incomes, educational
backgrounds, etc. According to Hair et al. (2010), in factor analysis, the minimum
number of observations should be at least five times the number of observed variables. In
the research model, there are 33 observed variables. Therefore, the minimum required
sample size is n = 5x33 = 165. The author chose a sample size of 218 for the formal
study, which is considered large enough to meet the requirements and account for
potential cases of non-standard or excluded samples. Next, the author will process the
data using SPSS, which includes the following steps: descriptive statistics, running
Cronbach's Alpha, running EFA to test the convergence and discriminant validity of the
component variables. Subsequently, correlation analysis, ANOVA, and regression
analysis will be performed.
3.1.2. Secondary Data
The secondary data for the research topic is primarily collected from websites or social
media platforms of the applications, the electronic portal of Can Tho City, relevant
reports, and studies on customer satisfaction with the service quality of online food
delivery applications.

3.2. DATA ANALYSIS METHOD

After the primary data and secondary data are collected, all data will be screened to
remove poor quality observations, junk variables (inconsistent), and missing data
(missing value), data are imported are re-encoded accordingly before being analyzed.
Following are the data analysis methods applied in this study:
3.2.1. Descriptive statistical method
The frequency analysis method is one of the descriptive statistical tools used to describe
and understand the distributional properties of certain raw data samples. In this research
scope, the method of frequency analysis is used to measure both quantitative and
qualitative variables in the form of counting occurrences, to simulate a number of
variables related to the demographic characteristics of simulated subjects’ issues such as
gender, education level, age, income, occupation.
It is a set of measurements methods, describing and presenting data collected from the
survey.

16
Average value (Mean, Average): Equals the sum of all values of the observed variable
divided by the number of observations.
Median number: Is the value of the middle variables of a series of numbers sorted in
ascending or descending order. The median divides the sequence into 2 parts, each with
an equal number of observations.
Variance: Is the average between the square of deviations between the variables and the
mean of those variables.
Standard deviation: Is the square root of the variance.
3.2.2. Cronbach's Alpha
Cronbach's Alpha test is used to evaluate the reliability of groups of factors and each
small variable within that group of factors to avoid the case that garbage variables can
produce dummy factors.
Observed variables must have an item-total correlation greater than 0.3. If there is a
variable with total correlation system less than 0.3 in Cronbach's Alpha analysis, it will
be rejected (Nunnally & Burnstein, 1994). At the same time. Cronbach's Alpha
coefficients of factor groups must be between 0.6 and 1.0 (Peterson, 1994).
3.2.3. Analysis to exploratory EFA
This method is used to divide the independent variables into groups with similar
properties and characteristics. Factor analysis is the generic name of a group of
procedures that are mainly used to miniature and summarize data.
Barlett's test of sphericity is a statistical measure used to examine hypotheses that
variables are not correlated in population with the following hypothesis:
If the p value < a, hypothesis is rejected and if the p value > a, hypothesis is accepted.
Correlation matrix (Correlation matrix): Shows the correlation coefficient between all
pairs of variables in the analysis. Theoretically, the correlation coefficient is normally
above 0.7, the variables have a very high correlation with each other. In practice,
however, the standard 0.7 is too high and the number of standards is not actually met.
Therefore in practice a study specifically for exploration purposes will use a lower level
with a correlation coefficient of 0.5.
Communality: Is the amount of variation of a variable explained together with other
variables considered in the analysis. This is the variation explained by the general factors.
Eigenvalue: Represents the variation explained for each factor. With this criterion, only
fators with Eigenvalue ≥ 1 are kept in the analytical model.

17
Total Variance Explained ≥ 50% shows that the EFA model is suitable. Considering the
variation as 100% this value represent how much % of the extracted fators are condensed
and how many % of the observed variables are lost.
Factor loading: is the correlation coefficients between variables and factors.
Factor matrix: Contains factor load coefficients of the variables for the factors
Factor scores: Synthesis is estimated for each observation on the factors drawn, also
known as multiplier scores
Kaise-Meyer-Olkin (KMO): is the index used to consider the appropriateness of factor
analysis, 0.5 <KMO value <1 is sufficient condition for factor analysis is appropriate, if
KMO value is small more than 0.5, the data is inconsistent
The method of Regression Analysis
3.2.4 Regression Analysis
In research, we often must test hypotheses about the relationship between two or more
variables, in which there is a dependent variable and one or more independent variables.
If there are two or more independent variables, the model is called Multiple Linear
Regression (MLR)
The next content in this document only refers to multiple regression, regression similar
properties to multiple regression.
Multiple regression equation: Y = ꞵ0 + ꞵ1X1 + ꞵ2X2 + ... + ꞵnXn+e
In there:
Y: dependent variable, is the variable that is affected by another variable. X, X 1,X2, Xn:
independent variable, is the variable that affects other variables.
ꞵ0: regression constant, also known as intercept coefficient, this is an index that
fellesstowhat the value of Y would be if all Xs were equal to 0. In other words, it tells us
what the value of Y would be if there were no Xs. When shown above Oxy graph, Bo is
the point on the Oy axis that the regression line intersects.
ꞵ1, ꞵ2, ꞵn: regression coefficient, also known as slope coefficient. This metric tells us
about the change in Y caused by the corresponding X. In other words, this metric tells
how many units of Y will change if X increases or decreases by one.
e: error. The larger this index, the more likely the regression prediction becomes less
accurate or more deviating from reality. The error in the population regression or the
residual in the sample regression represents two values, one being independent variables

18
outside the model, the other being in statistics, the problem we want to evaluate is the
information of the random errors.

3.3 QUESTIONNAIRES DEVELOPMENT

Questionnaires are a method to collect data quickly and efficiently on a particular issue.
questionnaires usually include many questions and are designed to be simple for
respondents to understand and answer easily. The design of the questionnaire helps to
measure the properties of things, for quantitative analysis of research problems, on the
other hand, to facilitate the design of questionnaires for the investigation and them
processing the data.
In this research project, the Likert scale is commonly used to measure the properties of
the object for the analysis of the research problem and to benefit the design of the
question for the data management according to research model. Although all survey items
were developed in English, they were translated into Vietnamese and modified in
consideration of the study’s goals and the characteristics of the respondents. All items
were measured on a five-point Likert scale ranging from “strongly disagree” to “strongly
agree”. There are three parts to the questionnaire. The first section includes a question to
distinguish the respondent’s qualifications. Measurements are presented in the next
section to evaluate the factors that influence a customer’s choice to use. Demographic
questions are answered in the third section. The observed variables in the research model
are presented in detail in Table 3.2.

Symbol Questions Sources

RL Reliability
RL1 The delivery unit complies with its
commitments to customers.

RL2 The delivery unit delivers the correct

goods the first time.

RL3 Delivery staff are always ready to assist Tran et al., 2020
customers.

RL4 The delivery unit completed the delivery

on time as committed.
TN Tangibles
TN1 The application's websites are arranged
in an eye-catching and diverse manner.

19
TN2 Staff uniforms are neat when delivering
goods

TN3 Working style of professional delivery

staff

TN4 Delivery staff fully prepares motorbikes, Tran et al., 2020

phones, and boxes when delivering
goods

TN5 The app provides good service with

many foods to choose

TN6 There is a modern technology

application to view the shipping proces

PP Perceived Price
PP1 Using the app helps me save money

PP2 The app offers cheap deals

PP3 The application has discounts and

incentives for users Yeo, Goh et al., 2017;
Escobar-Rodríguez et
al., 2013
PP4 I feel happy because the app has no
delivery fees

PP5 I feel the service the application

provides is more valuable than the
money I spend
PO Promotion
PO1 The application organizes many gift
giving programs for participate
customers

20
PO2 The application has a point accumulation Poornima Pugazhenthi,
program for users 2010; K. Keller et al.,
2008

PO3 Customers who are members will

receive more incentives

PO4 Promotions and discounts are very

important to me when ordering food
online
EP Empathy
EP1 Online survey of customer needs

EP2 Delivery staff are dedicated and attentive

to each customer

EP3 Delivery staff clearly understand Parasuraman et al.,1988

customers' individual requirements

EP4 Delivery staff proactively contact when

encountering problems

RS Responsiveness
RS1 Delivery staff is on time and fast

RS2 Delivery staff is ready to support express

orders

RS3 Delivery staff are polite and respectful to Tran et al., 2020
customers

RS4 Staff is ready to process customer

returns

RS5 I was pleased when the delivery person

called me to confirm
SA Satisfaction
SA1 I am satisfied when the application
meets my requirements

21
SA2 I am satisfied with the convenience that
the application brings

SA3 I think using the app is the right thing to Bhattacherjee, 2001;
do Hung et al., 2012

SA4 I am satisfied with the modern features

of the application

SA5 I have had good experiences while using

the application

Table 3.1 Interpret the variables in the research model.

Source: Proposal Research, 2023

22
 CHAPTER 4. THE DEVELOPMENT OF FOOD DELIVERY
APPLICATIONS IN VIETNAM

4.1. PERFORMANCE AND DEVELOPMENT OF FOOD DELIVERY

APPLICATIONS IN VIETNAM
Currently, changing living habits due to the speed of urbanization and busy lifestyle in
major cities and gradually spreading to satellite cities, are the factors that help put Mobile
app food just got easier. Online food delivery applications are listing more and more
dishes, from luxury to affordable, giving customers more options after just a few finger
touches on the screen. Orders are completed quickly (approximately 30 minutes) on a
large scale thanks to technology.
Based on the data provided by Statista.com the Online Food Delivery market in Vietnam
is projected to generate a revenue of 1.93 billion USD by 2023. Vietnam's online food
delivery market is experiencing rapid growth, driven by the increasing adoption of
smartphones and a growing demand for convenience among urban consumers.
Based on a study conducted by Imarcgroup (2020), it is projected that the OFD services
market in Vietnam is expected to see a compound annual growth rate (CAGR) of around
34% over the period from 2021 to 2026. The market shares of OFD websites and
applications in Vietnam are seeing rapid growth because of the enhanced convenience
and transparency they provide to customers. To achieve success in the contemporary and
fiercely competitive industry, enterprises offering on-demand delivery (ODD) services
must prioritize the key factors that have the utmost significance for their customer base.
Accrording to BSOVN.com, the market in Vietnam's food delivery industry is thriving.
The most popular names that users are familiar with are Grab Food, Go Viet, and Now
(formerly known as Delivery Now). In 2018, the percentage of Vietnamese food delivery
market entrants is roughly 5.5%. The estimate for 2019 is 12.9%. (Figture 4.1)

23
 Figure 4.1 Market penetration rate of online food delivery
Soure: BSOVN.com
According to Vietdata.vn, the seven most popular online meal ordering apps in the
Vietnamese market are Grab Food, Shoppe Food (formerly Now), Baemin, Gojeck,
Loship, Ahamove and Be. (Table 4.1)
No Apps Year of Market Owner/ Investor
launch
1 Shoppe Food 2016 16 cities Belonging to Foody
launched in 2011. Sold
82% to SEA for $64
million M
2 Grab Food 5/2018 15 cities and Belonging to Grab super
still expanding unicorn, originating in
Malaysia, providing
services in 8 Southeast
Asian countries.
3 Loship 12/2017 HCM, Hanoi, Belonging to VSVA
Danang, Cantho (Vietnam), Golden Gate
city Ventures (Singapore),
DTNI (South Korea)

24
 4 Baemin 6/2019 HCM city Belonging to Woowa
Brothers Corp., the
Korean unicorn
5 Gojeck 8/2018 HCM, Hanoi Belonging to Indonesia,
city Thailand, Singapore,
Vietnam

6 Ahamove 11/2021 HCM, Hanoi Belonging to Vietnam

city

7 Be 12/2018 27 cities Belonging to Be Group

(Vietnam)

Table 4.1 Popular online food delivery applications in Vietnam

Soure: Vietdata.vn
According to Vietdata.vn, the online food delivery market in Vietnam was getting more
active, with many new brands entering the market from different approaches. In 2018,
Vietnam only had a few food delivery brands such as Now, Lala (disappeared from the
market after a few months of operation), Vietnam (later gained by Baemin), by 2022.
There are at least 8 businesses in the industry. Online food delivery developed well in
urban areas, especially big cities such as Hanoi, Ho Chi Minh City, and Da Nang, with a
high number of drivers and orders. The F&B market is growing well, there are more and
more restaurants with many types of services, giving users various choices. In 2021, there
was a growth in the revenue of some new applications and the decline of some old
enterprises. Grab, Gojek and Be are the three apps that reduced revenue due to fierce
competition in the market. The competition among applications for market share is still
heated, becoming even more so as Baemin picks up speed to catch up to the front-runner
GrabFood. According to Reputa Vietnam, GrabFood has a 33.3% market share in the
industry conversation, followed by Shoppe food (formerly Now) with a 23.1% share and
Baemin with a 21.9% share. Thanks to the implementing of a series of incentives to
attract new users, along with the non-stop expansion, Shopee food, Baemin and Loship
have achieved growth in revenue. (Figure 4.2)

25
 Figure 4.2 Revenue of goods and service of some online food delivery applications
Source: Reputa.vn

4.2. OVERVIEW OF THE PERFORMANCE OF ONLINE FOOD

DELIVERY APPLICATION IN CAN THO CITY
In Can Tho city, online food delivery applications have appeared since 2018.
Applications are commonly used in the city urban areas such as Ninh Kieu, Cai Rang,
and Binh Thuy districts. Loship, Shoppe Food and Grab Food apps that are three popular
and used a lot. The use of food delivery services in Can Tho City has seen a surge due to
changes in customer behavior and environmental circumstances. Digital technology is a
significant determinant that shapes consumer behavior in Can Tho City and enhances the
overall quality of life for its residents. In the Vietnamese capital of the Mekong Delta, a
diverse range of food and beverage options is now available to consumers. Individuals
residing in Can Tho City who are now experiencing hunger may conveniently address
their needs by using their smartphone to access a mobile application, whereby they can
proceed to make their desired food order and afterward await its delivery to their place of
residence. Individuals are not obligated to undertake lengthy journeys, tolerate high
temperatures and large gatherings at street food vendors, or wait in lengthy queues at
highly regarded dining establishments or grocery stores. In light of this, the purpose of
this study is to discuss how the decision of online food order in Can Tho City to explore
the determinants affecting customers’ satisfaction.
In recent years, food delivery apps have grown in popularity in Can Tho City, with
brands like Loship, Baemin, Grab Food, and ShopeeFood becoming household names.
Recently, a quick survey about delivery services was conducted in one of the largest
Facebook communities residing in Can Tho. The survey shows that Loship is the most
popular food delivery app in tier 2 cities, with a large number of drivers scattered on the
streets. Loship has begun expanding beyond tier 1 cities in Vietnam since summer 2019,
with Can Tho in the Mekong Delta as its first target market. In six months, Loship's order
volume in Can Tho reached a record of 250,000 orders per month, an increase of more
than 80 times compared to the initial launch. With 1.2 million residents, Can Tho City is
26
the biggest city in the area and the fourth largest in Vietnam. Consequently, food delivery
applications have many opportunities to penetrate the market and will be more successful
when they understand the market and grasp customer tastes.

Figure 4.3 Loship rules the food delivery market in Can Tho
Source: khoinghiepsangtao.vn

27
 CHAPTER 5. RESULTS
5.1. DESCRIPTIVE STASTICS
The research topic involves conducting interviews with customers in Can Tho City who
are currently using online food delivery applications in Can Tho City. The data collection
is done using a pre-designed questionnaire, and a convenience sampling method is
employed. During the screening, data cleaning, and data encoding process, the author
selected and retained 218 observations that provided complete and accurate responses.
Therefore, the number of observations included in the analysis of factors influencing
customer satisfaction with the service quality of online food delivery applications in Can
Tho City is 218. To gain a better understanding of the characteristics of the sample, the
author analyzed frequencies and described information about the respondents'
characteristics.

Variables Classify Frequence Percentage

(%)
Male 129 59,2
Gender
Female 89 40,8
Below 18 years 21 9,6
Age To 18-29 years 139 63,8
Above 30 years 58 26,6
Binh Thuy District 70 32,1
Place Ninh Kieu District 80 36,7
Cai Rang District 68 31,2
Student 97 44,5
Office worker 26 11,9
Occupation Business 52 23,9
Government officer 42 19,3
Engineer 1 0,5
Income Below 5 million/month 71 32,6

28
 To 5-10 million/month 74 33,9
Above 10 million/month 73 33,5
Primary school 7 3,2
Secondary school 20 9,2
Education High school 35 16,1
College, University 130 59,6
Graduate 26 11,9
Total 218 100
Table 5.1 Respondent information
Source: Survey results, 2023

Gender: Based on the processed data collected from a total of 218 respondents,
there were 129 male respondents, accounting for 59.2%, and 89 female respondents,
accounting for 40.8%. This indicates that there were significantly more male participants
surveyed compared to female participants. However, this can be easily explained by the
fact that males tend to use online food delivery applications more frequently than
females, as they often order food through these platforms.
Age: Through the processed data collected from 218 respondents, it is evident that
the age group of 18-29 years had the highest number of respondents, with 139
participants, accounting for 63.8%. This indicates that young people have a keen interest
and positive outlook towards new technological products. Additionally, the age group
above 30 had 58 respondents, accounting for 26.6%, while the age group below 18 had
21 respondents, accounting for 9.6%. This significant difference between respondents of
different age groups demonstrates that regardless of age, respondents have a certain level
of interest in online food delivery services.
Place: Based on the processed data collected from 218 respondents, it is evident
that the highest number of respondents resided in Ninh Kieu District, with 80 participants
accounting for 36.7%. This was followed by Binh Thuy District and Cai Rang District,
with 70 and 80 respondents respectively, accounting for 32.1% and 31.2%. This indicates
that while there is a significant variation in the number of respondents, they are
distributed across most districts of Can Tho City.

29
 Occupation: Based on the processed data collected from 218 respondents, the
occupational group with the highest frequency is the Students group, with 97
respondents, accounting for 44.5%. The participation of respondents in this group
provided valuable insights into how today's young generation receives and utilizes
technology in managing their personal finances. Next, the Business and Entrepreneurship
group and the Government Employees group had 52 and 42 respondents respectively,
with percentages of 23.9% and 19.3%. This indicates the significant interest of the
business community in Can Tho City and their satisfaction with the online food delivery
application in enhancing financial management and saving time. Finally, there were 26
respondents in the Office Workers group, accounting for 11.9%. Additionally, there was
1 respondent who chose the Engineering profession, accounting for 0.5%. Although the
proportion is not high, the participation of this group contributes to the diversification of
the sample size and provides an overview of customer satisfaction with the online food
delivery application in Can Tho City.

Income: According to the income statistics of the 218 respondents, 74 individuals

had an income below 5 million, accounting for 33.9%, and 73 individuals had an income
between 5-10 million, accounting for 33.5% of the total observations. This distribution
aligns well with the occupational and age distribution mentioned earlier. This group is
typically comprised of students who do not have financial independence, and many of
them seek part-time jobs with hourly wages ranging from 14,000 VND to 24,000 VND to
support their living expenses. Finally, there were 71 respondents with an income above
10 million, accounting for 32.6%. This indicates that the survey sample exhibits diversity
in income levels, highlighting the fact that individuals, regardless of their income level,
can utilize online food delivery applications to save money and avail themselves of more
promotions compared to purchasing directly from stores.
Education Level: Based on the processed data collected from 218 respondents, it is
evident that the majority of the respondents belonged to the University level, with 130
participants accounting for 88.1%. Next was the High School level with 35 respondents,
representing 28.1%, followed by the Post-University and Middle School levels with 26
and 20 respondents respectively, accounting for 12.4% each. Finally, there were 7
respondents, representing 3.2%, who belonged to the Elementary School level. This
distribution indicates that the respondents are widely distributed across different
educational levels, and the use of online food delivery applications is considered
widespread because it can be used by individuals of any generation and is increasingly
expanding in its reach.

30
5.2. ASSESSING CUSTOMER SATISFACTION ON SERVICE QUALITY
OF ONLINE FOOD DELIVERY APPLICATION IN CAN THO CITY
5.2.1 Order picking applications
Based on the survey results shown in Figure 5.1, it is evident that Shopee is the most
widely used application, accounting for 51.1%, followed by Grab Food and Baemin with
respective percentages of 25.8% and 22.7%. Lastly, Loship has the lowest usage rate at
only 0.4%. This indicates that the Shopee Food application, being launched earlier than
other applications, is understandably the most chosen and widely used option.

Figure 5.1 Order picking applications

Source: Survey results, 2023
5.2.2 Frequency of ordering on the food delivery application
Based on the survey results from Figure 5.2, it is shown that the highest frequency of
ordering on the food delivery application per week falls within the range of 3-5 times,
accounting for 36%, followed by over 5 times, representing 34.2%. Lastly, the range of
1-2 times accounts for 29.8%. This indicates that customers use the online food delivery
application quite frequently, and the high level of satisfaction can be attributed to the
excellent service quality provided by the application, as well as the time-saving, safety,
and convenience it offers.

31
 Figure 5.2 Frequency of ordering on the food delivery application
Source: Survey results, 2023
5.2.3 Average customer spends on the application.
Based on the survey results from Figure 5.3, it is shown that the highest proportion of
customers, at 29.3%, spent less than 50,000 VND on food purchases through the
application. The next category, ranging from 50,000 to 70,000 VND, accounts for 28%,
followed by the range of 70,000 to 100,000 VND at 23.1%. Finally, the category of
spending over 100,000 VND represents 19.6%. This indicates that customers do not incur
high costs when ordering food through the application compared to purchasing directly
from stores because the applications offer various promotions and discounts to their
customers.

32
 Figure 5.3 Average customer spends on the application.
Source: Survey results, 2023
5.2.4 The time customers choose to place an order.
Based on the survey results from Figure 5.4, it is shown that the most preferred time for
customers to order food is in the evening, accounting for 55%. This is a reasonable time
choice as the evening is typically the most leisurely period and is suitable for customers
who are not too busy.
The next two preferred time periods are lunchtime and morning, accounting for 30% and
15% respectively. These two time periods have lower percentages because the majority
of customers are students, who are busy and may not have a high demand for ordering
food. They may prioritize eating at physical establishments instead..

Figure 5.4 The time customers choose to place an order.

Source: Survey results, 2023

5.2.5 Criteria that make customers choose an application.

Based on the survey results in Figure 5.5, the reasons that customers are concerned about
when choosing to order from a food delivery app are hot weather, lack of time to buy
food for themselves, avoiding traffic, and avoiding waiting in line. It can be observed that
hot weather and lack of time to buy food for oneself are two important factors influencing
customers' choice to order food through online apps.
Busy work schedules and other activities may prevent them from having the time to go
out and search for food. Secondly, sometimes the weather is unfavorable, such as rain,
cold, or hot weather, which makes it uncomfortable to go out and find food. Thirdly,

33
urban traffic can be congested and time-consuming to commute from one place to
another. Ordering food through a delivery app helps customers avoid traffic congestion,
reduce travel time, and save energy. Additionally, restaurants or food establishments may
be crowded, and customers may have to wait in line to be served. Ordering through a
food delivery app allows customers to avoid waiting in line.

Figure 5.5 Criteria that make customers choose an application.

Source: Survey results, 2023

5.2.6 Problems that custommers encounter when placing an order

Looking at Figure 5.6, we can easily see that long waiting time is a factor that causes
poor customer experiences, accounting for 39.1%. Following that, expensive delivery
fees and difficulty in finding delivery drivers are also barriers to the app experience.
Long waiting time is a common issue that customers often encounter. This can be
inconvenient and disappointing, especially when they have urgent needs or specific time
frames for food delivery. This can lead to situations where customers cancel orders even
though the driver has accepted them or they may choose not to use the delivery app for
future orders.
Another common barrier is the difficulty in finding delivery drivers and excessively high
delivery fees. Customers may struggle to find available delivery drivers in their delivery
area. In such cases, customers may opt for local restaurants nearby instead of using the
food delivery app, leading to a decrease in the number of app users. Additionally,
excessively high delivery fees are also a significant issue. When the delivery fee is
disproportionately high compared to the order value, users may feel dissatisfied and not

34
want to continue using the service. Furthermore, the service attitude of the delivery staff
is another important factor that affects the user experience. Friendly, professional, and
dedicated delivery personnel can create satisfaction and positive evaluations from users.

Figure 5.6 Problems that custommers encounter when placing an order.

Source: Survey results, 2023

5.3 ANALYSIS OF FACTORS INFLUENCING CUSTOMER’S

SATISFACTION ABOUT SERVICE QUALITY OF ONLINE FOOD
DELIVERY APPLICATIONS
In order to study and evaluate the factors influencing the satisfaction with the
service quality of an online food delivery app, the research project uses a 5-point Likert
scale through statements in the questionnaire. The scale ranges from 1 (Strongly
Disagree) to 5 (Strongly Agree). For the 5-point Likert scale, the value of the interval is
calculated using the formula:
Interval value = (Maximum - Minimum)/n = (5 - 1)/5 = 0.8. This is used to
determine the level of evaluation of the interviewees based on the rating scale as follows:
1,00 – 1,80: Strongly disagree
1,81 – 2,60: Disagree
2.61 - 3.40: Neutral
3.41 - 4.20: Agree
4.21 - 5.00: Strongly agree

35
 Based on a survey of 218 individuals, the results show that the average scores for
statements regarding different aspects range from 2.61 to 3.17. This indicates that the
statements relating to various aspects influence the satisfaction of customers with the
service quality of the online food delivery app from a range of disagreement to
agreement.
5.3.1 Reliability
Based on the survey results from Table 4.2, the overall average values for all four
observed variables. The average ratings for RL1, RL2, RL3, and RL4 are 2.81, 2.92,
3.04, and 2.91, respectively. Overall, all variables have average values ranging from 2.61
to 3.40, indicating that respondents have a neutral opinion regarding reliability. The
highest average score of 3.04 belongs to RL3, indicating that customers have a relatively
neutral opinion on this aspect.
Symbol Minimum Maximum Mean Std.
Deviation
RL1 1 5 2,81 0,857

RL2 1 5 2,92 1,077

RL3 1 5 3,04 1,268

RL4 1 5 2,91 1,308

Table 5.2 Evaluation of "Reliability " (RL)

Source: Survey result SPSS, 2023

5.3.2 Tangibles
Based on the survey results from Table 5.3, the overall average values for all six
observed variables. The average ratings for TN1, TN2, TN3, TN4, TN5, and TN6 are
2.63, 2.68, 2.92, 2.77, 2.67, and 2.62, respectively. Overall, all variables have average
values ranging from 2.61 to 3.40, indicating that respondents have a neutral opinion
regarding reliability. The highest average score of 2.77 belongs to TN4, indicating that
customers have a relatively neutral opinion on this aspect.

Symbol Minimum Maximum Mean Std.

Deviation
TN1 1 5 2,63 1,075

TN2 1 5 2,68 0,954

36
 TN3 1 5 2,92 0,990

TN4 1 5 2,77 1,066

TN5 1 5 2,67 0,980

TN6 1 5 2,62 1,046

Table 5.3 Evaluation of “Tangibles” (TN)
Source: Survey result SPSS, 2023
5.3.3 Perceived Price
Based on the survey results from Table 5.4, the overall average values for all five
observed variables. The average ratings for PP1, PP2, PP3, PP4, and PP5 are 3.01, 2.97,
3.17, 2.91, and 3.09, respectively. Overall, all variables have average values ranging from
2.61 to 3.40, indicating that respondents have a neutral opinion regarding perceived price.
The highest average score of 3.17 belongs to PP4, indicating that customers have a
relatively neutral opinion on this aspect.

Symbol Minimum Maximum Mean Std.

Deviation
PP1 1 5 3,01 1,189

PP2 1 5 2,97 0,997

PP3 1 5 3,17 1,111

PP4 1 4 2,91 0,944

PP5 1 5 3,09 1,156

Table 5.4 Evauation of "Perceived Price" (PP)

Source: Survey result SPSS, 2023

5.3.4 Promotion
Based on the survey results from Table 5.5, the overall average values for all four
observed variables. The average ratings for PO1, PO2, PO3, and PO4 are 2.85, 2.80,
2.93, and 2.69, respectively. Overall, all variables have average values ranging from 2.61
to 3.40, indicating that respondents have a neutral opinion regarding promotion. The
highest average score of 2.93 belongs to PO3, indicating that customers have a relatively
neutral opinion on this aspect.

Symbol Minimum Maximum Mean Std.

37
 Deviation
PO1 1 5 2,85 1,207

PO2 1 5 2,80 0,976

PO3 1 5 2,93 1,136

PO4 1 4 2,69 0,938

Table 5.5 Evaluation of "Promotion” (PO)

Source: Survey result SPSS, 2023

5.3.5 Empathy
Based on the survey results from Table 4.6, the overall average values for all four
observed variables. The average ratings for EP1, EP2, EP3, and EP4 are 2.93, 2.83, 3.01,
and 3.07, respectively. Overall, all variables have average values ranging from 2.61 to
3.40, indicating that respondents have a neutral opinion regarding empathy. The highest
average score of 3.07 belongs to EP4, indicating that customers have a relatively neutral
opinion on this aspect.
Symbol Minimum Maximum Mean Std.
Deviation
EP1 1 5 2,93 1,154
EP2 1 5 2,83 1,085

EP3 1 5 3,01 1,060

EP4 1 5 3,07 1,086

Table 5.6 Evaluation of "Empathy” (EP)

Source: Survey result SPSS, 2023

5.3.6 Responsiveness

Based on the survey results from Table 4.7, the overall average values for all five
observed variables. The average ratings for RS1, RS2, RS3, RS4, and RS5 are 2.83, 2.93,
2.93, 2.78, and 2.87, respectively. Overall, all variables have average values ranging from
2.61 to 3.40, indicating that respondents have a neutral opinion regarding the variables.
The highest average score of 2.93 belongs to RS2 and RS3, indicating that customers
have a relatively neutral opinion on these aspects.

38
 Based on the survey results from Table 5.8, the overall average values for all five
observed variables. The average ratings for SA1, SA2, SA3, SA4, and SA5 are 2.61,
2.92, 2.82, 2.75, and 2.65, respectively. Overall, all variables have average values ranging
from 2.61 to 3.40, indicating that respondents have a neutral opinion regarding the
variables. The highest average score of 2.92 belongs to SA2, indicating that customers
have a relatively neutral opinion on this aspect.The majority of respondents believe that
this is a good idea and are satisfied with the quality of service provided by the online
food delivery application.
Symbol Minimum Maximum Mean Std.
Deviation
RS1 1 5 2,83 1,015
RS2 1 5 2,93 0,970

RS3 1 5 2,93 0,970

RS4 1 5 2,78 1,109

RS5 1 5 2,87 1,180

Table 5.7 Evaluation of “Responsiveness” (RS)

Source: Survey result SPSS, 2023

5.3.7 Satisfaction
Based on the survey results from Table 5.8, the overall average values for all five
observed variables. The average ratings for SA1, SA2, SA3, SA4, and SA5 are 2.61,
2.92, 2.82, 2.75, and 2.65, respectively. Overall, all variables have average values ranging
from 2.61 to 3.40, indicating that respondents have a neutral opinion regarding the
variables. The highest average score of 2.92 belongs to SA2, indicating that customers
have a relatively neutral opinion on this aspect.The majority of respondents believe that
this is a good idea and are satisfied with the quality of service provided by the online
food delivery application.
Symbol Minimum Maximum Mean Std.
Deviation
SA1 1 5 2,61 1,213

SA2 1 5 2,92 1,145

SA3 1 5 2,82 1,111

39
 SA4 1 5 2,75 1,197

SA5 1 5 2,65 1,168

Table 5.8 Evaluation of “Satisfaction” (SA)

Source: Survey result SPSS, 2023

5.4 TESTING THE RELIABILITY OF THE SCALE USING CRONBACH'S

ALPHA COEFFICIENT
From the 33 observed variables belonging to 6 factors, the author conducted Cronbach's
Alpha analysis in SPSS to assess reliability. The specific measurement scales tested for
reliability are Reliability (RL), Tangibles (TN), Perceived Price (PP), Promotion (PO),
Empathy (EP), Responsiveness (RS), and Satisfaction (SA). The results of the reliability
analysis are presented in Table 4.9 below.

Symbol Total Corrected Cronbach's Alpha if

item deleted
Reliability: Cronbach’s Alpha = 0,778
RL1 0,446 0,788
RL2 0,591 0,721
RL3 0,680 0,670
RL4 0,646 0,692
Tangibles: Cronbach’s Alpha = 0,813
TN1 0,586 0,781
TN2 0,561 0,787
TN3 0,681 0,761
TN4 0,625 0,772
TN5 0,557 0,787
TN6 0,448 0,812
Perceived Price: Cronbach’s Alpha = 0,844
PP1 0,658 0,812
PP2 0,640 0,816

40
 PP3 0,638 0,816
PP4 0,617 0,823
PP5 0,713 0,795
Promotion: Cronbach’s Alpha = 0,808
PO1 0,622 0,766
PO2 0,640 0,754
PO3 0,650 0,747
PO4 0,607 0,770
Empathy: Cronbach’s Alpha = 0,819
EP1 0,575 0,804
EP2 0,728 0,731
EP3 0,690 0,750
EP4 0,579 0,800
Responsiveness: Cronbach’s Alpha = 0,844
RS1 0,593 0,827
RS2 0,701 0,800
RS3 0,585 0,829
RS4 0,693 0,800
RS5 0,691 0,802
Satisfaction: Cronbach’s Alpha = 0,874
SA1 0,734 0,839
SA2 0,678 0,853
SA3 0,590 0,872
SA4 0,733 0,839
SA5 0,775 0,829

Table 5.9: Cronbach's Alpha Results for the Reliability Testing of Independent Variables

41
 Source: Survey result SPSS, 2023
After running the first Cronbach's Alpha test, based on the results in Table 5.9, the
Cronbach's Alpha coefficients of the independent variables are all higher than 0.6, which
is consistent with the criteria set by Hair (1998). Additionally, the inter-item correlation
coefficients are all greater than 0.3, and the Cronbach's Alpha coefficient if an item is
removed is lower than the total Cronbach's Alpha. These results indicate that all 7 factors
are appropriate, no variables need to be eliminated, and the variables have sufficient
reliability for conducting Exploratory Factor Analysis (EFA) and subsequent steps.
Specifically:
Reliability scale: Tested with 4 observed variables RL1, RL2, RL3, RL4, the
Cronbach's Alpha coefficient is 0.778, which meets the criteria for good reliability
(greater than 0.6). The inter-item correlation coefficients are all greater than 0.3 (ranging
from 0.446 to 0.680), satisfying the research requirements. Furthermore, the Cronbach's
Alpha coefficient if an item is removed is lower than the total Cronbach's Alpha,
indicating that all variables in the scale should be retained for further analysis.
Tangibles scale: Constructed with 6 observed variables TN1, TN2, TN3, TN4,
TN5, TN6, the total Cronbach's Alpha coefficient is 0.813 (greater than 0.8), indicating
satisfactory reliability. The inter-item correlation coefficients of the component variables
range from 0.448 to 0.681 (greater than 0.3), and the Cronbach's Alpha coefficient if an
item is removed is lower than the total Cronbach's Alpha. Therefore, all component
variables in this scale do not need to be eliminated and meet the requirements for testing
the scale.
Perceived Price scale: Comprising 5 observed variables PP1, PP2, PP3, PP4,
PP5, the Cronbach's Alpha coefficient is 0.844, which meets the criteria for good
reliability (greater than 0.8). The inter-item correlation coefficients range from 0.617 to
0.713 (all greater than 0.3), indicating suitability for the research requirements.
Additionally, the Cronbach's Alpha coefficient if an item is removed is lower than the
total Cronbach's Alpha, suggesting that all variables in the scale should be retained for
further analysis.
Promotion scale: Examined with 4 survey items labeled PO1, PO2, PO3, PO4,
the total Cronbach's Alpha coefficient is 0.808 (greater than 0.8), indicating satisfactory
reliability. The inter-item correlation coefficients are all greater than 0.3, ranging from
0.607 to 0.650. Moreover, the Cronbach's Alpha coefficient if an item is removed is
lower than the total Cronbach's Alpha, indicating that no variables in the component scale
need to be eliminated.
Empathy scale: Consisting of 4 observed variables EP1, EP2, EP3, EP4, the
Cronbach's Alpha coefficient is 0.819, meeting the criteria for good reliability (greater

42
than 0.8). The inter-item correlation coefficients range from 0.575 to 0.728 (all greater
than 0.3), indicating suitability for the research requirements. Additionally, the
Cronbach's Alpha coefficient if an item is removed is lower than the total Cronbach's
Alpha, suggesting that all variables in the scale should be retained for further analysis.
Responsiveness scale: Tested with 5 observed variables RS1, RS2, RS3, RS4,
RS5, the total Cronbach's Alpha coefficient is 0.844 (greater than 0.8), indicating
satisfactory reliability. The inter-item correlation coefficients are all greater than 0.3
(ranging from 0.585 to 0.701), and the Cronbach's Alpha coefficient if an item is
removed is lower than the total Cronbach's Alpha. Therefore, all component variables in
this scale do not need to be eliminated and meet the requirements for testing the scale.
Satisfaction scale: Comprising 5 observed variables SA1, SA2, SA3, SA4, SA5,
the Cronbach's Alpha coefficient is 0.874 (greater than 0.8), indicating satisfactory
reliability. The inter-item correlation coefficients range from 0.590 to 0.775 (all greater
than 0.3), indicating suitability for the research requirements. Additionally, the
Cronbach's Alpha coefficient if an item is removed is lower than the total Cronbach's
Alpha, suggesting that all variables in the scale should be retained for further analysis.

5.5 EXPLORATORY FACTOR ANALYSIS (EFA)

5.5.1 For independent variables
After analyzing the reliability of the scale through Cronbach's Alpha coefficient, the
study continued to analyze the EFA exploratory factor with the Principal Axis Factoring
extraction method and Promax rotation. The total number of variables included in the
analysis is 33 observed variables belonging to 7 factors. In there,
The total number of variables included in the analysis of the independent variable is 28
observed variables belonging to 6 factors and the total number of variables included in
the analysis of the dependent variable is 5 observed variables belonging to 1 factor.
The results of EFA exploratory factor analysis of the independent variables are presented
in Table 5.10. The results of EFA exploratory factor analysis of the dependent variables
are presented in Table 5.11.
According to the analysis results, the KMO measure has a value of 0.871, which
falls within the appropriate range of 0.5 to 1.0, indicating that the data is suitable for
factor analysis. The significance value (Sig.) of the Bartlett's test is 0.000, indicating that
the variables are significantly correlated with each other within the overall population.
The eigenvalue of the factor group is 1.187, which is greater than 1, indicating that this
factor group effectively captures the information from the 28 observed variables included
in the EFA. The extracted variance of the EFA is 62.726%, which is greater than 50%,

43
Symbol Factor

1 2 3 4 5 6

indicating that0,793
RS2 the extracted factors are consistent with the research model and account
for 62.726% of the data's variability.
RS5 0,775

RS4 0,769

RS1 0,717

RS3 0,669

TN3 0,758

TN4 0,715

TN2 0,710

TN5 0,669

TN1 0,666

TN6 0,641

PP5 0,826

PP3 0,745

PP4 0,732

PP2 0,675

PP1 0,563

PO3 0,778

PO2 0,726

PO1 0,715

PO4 0,699
44
EP2 0,817

EP3 0,771
KMO = 0,871
Sig = 0,000
Eigenvalue = 1,187
Phương sai trích = 62,726%

Table 5.10: Results of the rotated factor matrix for independent variables.

Source: Survey result SPSS, 2023

The results of the EFA for the independent variables presented in Table 5.10 show
that all observed variables meet the criteria, with factor loadings > 0.5. It also indicates
that the observed variables converge and differentiate well when extracting the 6 factor
groups from the 28 observed variables. The factors do not exhibit cross-loading among
the observed variables. Additionally, each factor has closely correlated observed
variables, demonstrating that the observed variables in the overall dataset are correlated
with each other, and the EFA analysis is appropriate.
5.5.2 For dependent variables
According to the analysis results, the KMO (Kaiser-Meyer-Olkin) measure has a
value of 0.862, which falls within the appropriate range of 0.5 to 1.0, indicating that the
EFA for the dependent variables is suitable for real data. The significance value (Sig.) of
the Bartlett's test is 0.000, indicating that the variables are significantly correlated with
each other within the overall population. The eigenvalue of the factor group is 3.328,
which is greater than 1, indicating that this factor group effectively captures the
information from the 5 observed variables included in the EFA. The extracted variance of
the EFA is 66.550%, which is greater than 50%, indicating that the extracted factors are
consistent with the research model and account for 66.550% of the data's variability.
Observed variables Factor loadings

SA1 0,707
SA2 0,635
SA3 0,522

SA4 0,707
SA5 0,756

45
 KMO = 0,862
Sig. = 0,000
Eigenvalue = 3,328
Phương sai trích = 66,550%

Table 5.11: Results of the exploratory factor analysis (EFA) for dependent variables.

Source: Survey result SPSS, 2023

The results of the EFA for the dependent variables presented in Table 5.11 show
that all observed variables meet the criteria, with factor loadings > 0.5. It also indicates
that the observed variables converge and differentiate well when extracting the 1 factor
group from the 5 observed variables. The factor does not exhibit cross-loading among the
observed variables. Additionally, the factor has closely correlated observed variables,
demonstrating that the observed variables in the overall dataset are correlated with each
other, and the EFA analysis is appropriate.

5.6 REGRESSION ANALYSIS

5.6.1 Correlation analysis (Pearson)
Based on the results of correlation analysis (Pearson) in Table 5.12, we can observe
that the 6 independent variables RL, TN, PP, PO, EP, RS are significantly and positively
correlated with the dependent variable SA, with correlation coefficients ranging from
0.450 to 0.575, and all correlation coefficients are statistically significant. Additionally,
all correlation coefficients have positive values, indicating a strong positive relationship
between the variable pairs, and all Sig values are 0.000, indicating a significant
correlation between the independent variables and the dependent variable. The Pearson
correlation analysis results show a statistically significant correlation between the
independent variables and the dependent variable, suggesting their suitability for
inclusion in the model.

SA RL TN PP PO EP RS
Pearson 1 0,575** 0,450** 0,564** 0,571** 0,485** 0,510**
SA
Correlation
Sig. 0,000 0,000 0,000 0,000 0,000 0,000 0,000
(2-tailed)

46
 N 218 218 218 218 218 218 218
Pearson 0,574** 1 0,267* 0,501** 0,472** 0,317** 0,339**
RL
Correlation
Sig. 0,000 0,000 0,000 0,000 0,000 0,000 0,000
(2-tailed)
N 218 218 218 218 218 218 218
Pearson 0,450** 0,267** 1 0,301** 0,380** 0,337** 0,333**
TN
Correlation
Sig. 0,000 0,000 0,000 0,000 0,000 0,000 0,000
(2-tailed)
N 218 218 218 218 218 218 218
Pearson 0,564** 0,501** 0,301** 1 0,451** 0,391** 0,479**
PP Correlation

Sig. 0,000 0,000 0,000 0,000 0,000 0,000 0,000

(2-tailed)
N 218 218 218 218 218 218 218
Pearson 0,571** 0,472** 0,380** 0,451** 1 0,507** 0,356**
Correlation
Sig. 0,000 0,000 0,000 0,000 0,000 0,00
PO
(2-tailed)
N 218 218 218 218 218 218 218
Pearson 0,485** 0,317** 0,337** 0,391** 0,507** 1 0,315**
Correlation
Sig. 0,000 0,000 0,000 0,000 0,000 0,000 0,000
EP
(2-tailed)
N 218 218 218 218 218 218 218
Pearson 0,510** 0,339** 0,333** 0,479** 0,356** 0,315** 1
Correlation
RS Sig. 0,000 0,000 0,000 0,000 0,000 0,000 0,00
(2-tailed)
N 218 218 218 218 218 218 218

47
 Table 5.12: Results of correlation analysis (Pearson)

Source: Survey result SPSS, 2023

Note: (**) correlation at a significance level of 1%,
(*) correlation at a significance level of 5%.
Legend: (RL) Reliability, (TN) Tangibles, (PP) Perceived Price, (PO) Promotion, (EP)
Empathy, (RS) Responsiveness, (SA) Satisfaction
5.6.2 Multiple linear regression models
5.6.2.1 Evaluate the model's explanatory ability
The results presented in table 5.14 show that Adjusted R Square is 0.563, which
means that the independent variables of the model can explain 56.3% of the variation of
the dependent variable, the remaining 43.7%. explained by factors other than the model
and by random error.
The Durbin-Watson test was performed with a coefficient of 1.606 in the range of
1.5 to 2.5, so the results do not violate the assumption of first-order serial autocorrelation

R R Square Adjusted R Std. Error of Durbin -

Square the Estimate Waston
0,758a 0,575 0,563 0,62942 1,606
Table 5.13 Model Summary

Source: Survey result SPSS, 2023

5.6.2.2 Check the model's suitability

In the table it can be seen that the Sig value is 0.000 < 0.005. Thus, the independent
variables are linearly correlated with the dependent variable. From there, the author
concludes that the model is consistent with actual data and can be generalized to the
whole.

Model Sum of df Mean F Sig

Squares Square
Regression 112,936 6 18,823 47,511 0,000b

48
 Residual 83,593 211 0,396
Total 196,528 217
Table 5.14 ANOVA

Source: Survey result SPSS, 2023

5.6.2.3. Regression Model

Multicollinearity: VIF coefficient < 10, showing that there is no multicollinearity
phenomenon between independent variables, so these variables will be retained for use in
the model.

Unstandardized Standardized
Model Coefficients Coefficients t Sig VIF

B Std Error Beta

Constant -0,791 0,220 -3,600 0,000
RL 0,278 0,059 0,259 4,710 0,000 1,498
TN 0,201 0,066 0,155 3,069 0,002 1,267
PP 0,184 0,065 0,165 2,840 0,005 1,672
PO 0,202 0,065 0,181 3,095 0,002 1,698
EP 0,147 0,058 0,137 2,526 0,012 1,450

RS 0,212 0,061 0,184 3,454 0,001 1,402

Table 5.15 The standardized regression coefficient

Source: Survey result SPSS, 2023

Note: (RL) Reliability, (TN) Tangibles, (PP) Perceived Price, (PO) Promotion, (EP)
Empathy, (RS) Responsiveness.
Sample regression equation with standardized ꞵ coefficient without eliminating
insignificant variables:
SA = 0,259*RL + 0,155*TN + 0,165*PP + 0,181*PO + 0,137*EP + 0,184*RS

49
 5.6.2.4 Regression Analysis
Based on the standardized ꞵ coefficient and the level of statistical significance of
each independent variable in table 4.16, we can confirm the relationship of the
independent variables with the dependent variable, the following result are obtained:
Hypothesis H1: Reliability has a positive impact on Satisfaction on service quality
of online food delivery applications in Can Tho city. Regression coefficient ꞵ1 = 0.259;
with Sig. = 0.000 < 0.05. We conclude that hypothesis H1 is accepted, meaning that
increasing these factor will increase the service quality of customer's satisfation.
Hypothesis H2: Tangibles has a positive impact on satisfaction with service quality
of online food delivery applications in Can Tho city. Regression coefficient ꞵ2 = 0.155;
with Sig. = 0.002 < 0.05. We conclude that hypothesis H2 is accepted, meaning that
increasing these factor will increase the service quality of customer's satisfation.
Hypothesis H3: Perceived Price has a positive impact on satisfaction with service quality
of online food delivery applications in Can Tho city. Regression coefficient ꞵ3 = 0.165;
with Sig. = 0.005 < 0.05. We conclude that hypothesis H3 is accepted, meaning that
increasing these factor will increase the service quality of customer's satisfation.
Hypothesis H4: Promotion has a positive impact on satisfaction with service quality
of online food delivery applications in Can Tho city. Regression coefficient ꞵ4 = 0.181;
with Sig. = 0.002 < 0.05. We conclude that hypothesis H4 is accepted, meaning that
increasing these factor will increase the service quality of customer's satisfation.
Hypothesis H5: Empathy has a positive impact on satisfaction with service quality
of online food delivery applications in Can Tho city. Regression coefficient ꞵ5 = 0.137;
with Sig. = 0.012 > 0.05. However, this contradicts the original expectations of the
authors, so this hypothesis is not statistically significant.
Hypothesis H6: Responsiveness has a positive impact on satisfaction service
quality of online food delivery applications in Can Tho city. Regression coefficient ꞵ6 =
0.184; with Sig. = 0.001 < 0.05. We conclude that hypothesis H6 is accepted, meaning
that increasing these factor will increase the service quality of customer's satisfation.
From the result of the regression analysis show that there are only 5 factors
affecting Satisfaction on the service quality of the online food delivery application at Can
Tho city, including: Reliability, Tangibles, Perceived Price, Promotion, Responsiveness.
In there:

50
 The factor "Reliability" has a positive impact on the satisfaction with service
quality of online food delivery applications (due to the positive ꞵ coefficient). This result
shows the service quality of electronic applications in general and the service of online
food delivery applications in particular. When customers trust the ability to deliver goods
accurately and safely the first time, they will feel satisfied with the application's service.
Therefore, the higher Reliability customers have, the higher Satisfaction they will have
about the service quality of the online food delivery application.
The factor "Responsiveness" has a positive impact on the satisfaction with service
quality of online food delivery applications (due to the positive ꞵ coefficient). Customers
often want to receive their orders quickly and deliciously, which will make them feel
satisfied. Besides, the application needs to improve its responsiveness by optimizing the
delivery process, and shipping service providers, as well as collecting and responding to
customer feedback. will lead to higher customer satisfaction with the service quality of
the application.
The factor "Promotion" has a positive impact on the satisfaction with service
quality of online food delivery applications (due to the positive ꞵ coefficient). To
improve customer satisfaction, the application should also focus on providing attractive
promotions and incentives to customers, it can help to save cost and increasing their
satisfaction with the application.
The factor "Perceived Price" has a positive impact on the satisfaction with service
quality of online food delivery applications (due to the positive ꞵ coefficient). Customers
often tend to choose applications with reasonable prices and low delivery fees that suit
their budget. Therefore, affordable prices will help customers save costs and increase
satisfaction with the service.
The factor "Tangibles" has a positive impact on the satisfaction with service quality
of online food delivery applications (due to the positive ꞵ coefficient). When the
application's interface is good, it will help customers easily search, order and track orders
conveniently. These factors will come across as friendly, approachable, and trust for
customers, and encourage them to use the application more, leading to higher satisfaction
with the application. By improving tangibles, online food delivery applications can
increase customer trust, while enhance credibility and maintain relationship between app
and customer.

51
 CHAPTER 6. MANAGEMENT IMLICATIONS AND
CONCLUSIONS
6.1 CONCLUSIONS
Based on the results of the research produced in the previous discussion, several
conclusions can be drawn. The overall objective of the study was determined, and the
results of data collection were analysed. The relationship between the variable of service
quality (reliability, tangibility, perceived price, promotion and responsiveness) and
customer satisfaction in online food delivery application at Can Tho City were
investigated in this report. There is one variable that was mentioned in the model but
during the research process proved to have a negative impact on satisfaction: empathy.
The research framework was developed using the literature that was evaluated.
Based on the theory and some research and evaluation model service quality
(SERVQUAL). The intuedeling factors includes (reliability, tangibility, perceived price,
promotion and responsiveness, empathy), the author performed this study with 218
respondents are customers who have used the service of an online food delivery
application in Can Tho city.
The study used methods through reliability test analysis Cronbach's Alpha, exploratory
factor analysis (EFA), ANOVA analysis and regression analysis to show a significant
relationship between variables. service quality (reliability, tangibility, perceived price,
promotion and responsiveness) and customer satisfaction with online food delivery
application in Can Tho city. The practical consequence is that service providers must
provide services of appropriate quality, such as paying attention to price and customer
care, providing feedback and responsive service, combined with the delivery is fast. In
addition, it is essential to maintain customer trust by providing customer comfort,
satisfaction and providing excellent and responsible service.

6.2 IMPLICATIONS
The author suggests some management implications based on the study's findings in an
effort to improve customer satisfaction with the service quality of online food delivery
applications in Can Tho City. The author offers a number of solutions pertaining to
factors that positively impact satisfaction, also listed in order from high to low:
Reliability, Responsiveness, Promotion, Perceived Price, Tangibles. These suggestions
are based on the findings of descriptive statistics and responses from respondents. One

52
variable, empathy, was included in the model but was found to have no effect on
satisfaction during the research process.
This shows the importance of paying attention to client satisfaction with the service
quality of online applications for both business people in general and the online
application industry in particular. The author suggests the following management
implications based on the analysis above:
Reliability: If you want to leave an impression and earn customers' trust, it is imperative
to honor the promise to deliver the correct goods on time the first time an order is placed.
Additionally, in order for consumers to monitor and schedule work as well as a
convenient time for items to be received, it is imperative that the shipping process be
updated accurately and continually.
Responsiveness: The delivery crew must be nimble when handling urgent orders; the
process of delivery must be swift, orderly, careful, and guarantee that the goods are safe;
the staff must be able to accommodate requests for modifying delivery times without
involving multiple parties.
Promotion and Perceived Price: need to coordinate with the delivery unit to build a
reasonable delivery cost, as well as diversify forms of incentives such as free or reduced
delivery costs and at the same time implement programs Promotions for groups of
students, office workers and large families to express gratitude to customers, attract and
maintain customer relationships. In particular, business units need to support and pay
costs incurred when delivering goods to their loyal customers.
Tangibles: The logo design of the application and the uniform of the food delivery
shipper must be consistent and eye-catching so that customers can easily remember and
distinguish it from other food delivery applications, fully equipped with tools as well as
Necessary means for delivery. More specifically, businesses need to encourage
employees to wear uniforms when delivering goods to show professionalism. Not only
that, training delivery staff to be agile and careful in each step of delivery is necessary.

6.3 LIMITATIONS AND FUTURE RESEARCH SUGGESTION

6.3.1 Limitations of the study
As with any research, this study is not free from limitations.
First, the research only stopped at surveying the 3 central districts of Can Tho City
including: Cai Rang, Ninh Kieu and Binh Thuy, so limiting the applicability of broader
studies and may be differences in measurement scales when researching in other cities.

53
Futhermore, this research being solely quantitative and has certain limitations
surrounding survey-based data collection, lack the comprehensive understanding that can
be gained through a qualitative research design.
Additionally, this study focuses on only these six independent variables. Specific as
reliability, tangibility, perceived price, promotion and responsiveness and simultaneous
effect on consumer satisfaction. And finally, this research only chooses Online Food
Delivery Application as its research subject.
6.3.2 Future research
From the limitations mentioned above, the author has made some suggestions for the
following research such as:
The future research is needed for other regions or general research across the entire
territory of Vietnam. This is intended to expand the scope of the study inorder to gain
better and comprehensive research.
Next, can be performed using alternative methodological techniques, such as a mixed-
method or qualitative approach. The reason is some respondents just choose any option
while answering the questionnaire. Because, face-to-face interviews typically generate
more accurate information for the researcher than questionnaires.
In addition, further researchers are advised to add other additional variables that can
influence consumer satisfaction to be even better, conduct research with a wider sample
of respondents to get more accurate results and conduct research using indicators and
references from different and up-to-date sources.
Finally, it is recommended for further research to be able to choose more diverse research
objects, such as other similar businesses or services.

54
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Sharon, R. K. (2014). Investigating Factors Influencing Customer Online Buying
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Website), Cuisine (Vietnamese Cuisine, Western Cuisine, Italian Cuisine, South Asian
Cuisine, and Others), and Region 2024-2032. Retrieved from:
https://www.imarcgroup.com/vietnam-online-food-delivery-market.
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Yogi, T. P.(2021). Factors Affecting Customer Satisfaction and Loyalty in Online Food
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Báo cáo thị trường giao đồ ăn trực tuyến tại Việt Nam. Retrieved from:
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Bùng nổ thị trường giao đồ ăn trực tuyến. Retrieved from: https://vietnamnet.vn/nam-
2019-bung-no-thi-truong-giao-do-an-truc-tuyen-i27671.html. Accessed February 9, 2019.
Doan, N. Q. A., Vu, D. P., Pham, M. T., Chu, P. Q. T., & Nguyen, T. L. H. (2023).
Nghiên cứu các yếu tố tác động đến sự hài lòng của khách hàng khi lựa chọn địa điểm
mua sắm ngành hàng FMCG tại Hải Phòng.
Đổi mới sáng tạo. Retrieved from: https://doimoisangtao.vn/news/ti-sao-cc-startup-giao-
n-vit-li-chn-th-trng-tnh-l-l-sn-chi-chnh
Le, T. N. P., Tu, T. N. Y., & Nguyen, K. H. (2023). Mối quan hệ giữa chất lượng dịch vụ
giao hàng với sự hài lòng và lòng trung thành của khách hàng trong thương mại điện tử
bán lẻ tại Thành phố Cần Thơ. Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh –
Kinh tế và Quản trị Kinh doanh, 18(3), 108-122. doi:10.46223/HCMCOUJS.
econ.vi.18.3.2180.2023.

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Ho, T. G., Ngo, G. T., Quach, C. D. T. T., Pham, N. M. C., & Le, N. H.T. (2021).
Factors affecting the satisfaction of customers with delivery services during the COVID-
19 pandemic: Case study of Yugen Bar in Ho Chi Minh City. Tạp chí Công Thương.
Khởi nghiệp sáng tạo. Retrieved from: https://khoinghiepsangtao.vn/tin-tuc/tai-sao-cac-
startup-giao-do-an-viet-lai-chon-thi-truong-tinh-le-la-san-choi-chinh/
Phan, T. C., Do, D. T., & Vu, T. D. (2023). Các nhân tố ảnh hưởng đến Các nhân lòng
của khách hàng lớn tuổi với chất lượng dịch vụ ngân hàng số của các ngân hàng
thương mại trên địa bàn thành phố Hồ Chí Minh. Journal of Science and Technology –
Binh Duong University – Vol.6, No.1/2023.
https://doi.org/10.56097/binhduonguniversityjournalofscienceandtechnology.v6i1.91
Thị trường giao thức ăn trực tuyến tại Việt Nam. Retrieved from:
https://bsovn.com/2019/10/31/thi-truong-giao-thuc-truc-tuyen-tai-viet-nam/
Vu, L. H. & Nguyen, T. N. T. (2020). Ảnh hưởng của chất lượng dịch vụ giao hàng đến
sự hài lòng và lòng trung thành của khách hàng trong thương mại điện tử bán.
https://tapchicongthuong.com.vn/bai-viet/anh-huong-cua-chat-luong-dich-vu-giao-hang-
den-su-hai-long-va-long-trung-thanh-cua-khach-hang-trong-thuong-mai-dien-tu-ban-le-
73891.htm.

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 APPENDICES I
SURVEY IN VIETNAMESE

Mẫu:........

PHIẾU KHẢO SÁT

Các yếu tố ảnh hưởng đến sự hài lòng của khách hàng về
chất lượng dịch vụ của ứng dụng giao đồ ăn trực tuyến tại
thành phố Cần Thơ

Xin chào Anh/Chị!

Tôi là Dương Thúy Ngọc là sinh viên ngành Kinh doanh Quốc tế (Chương trình chất
lượng cao) của Trường Kinh tế, Trường Đại học Cần Thơ. Tôi đang thực hiện một nghiên
cứu với đề tài là “Các yếu tố ảnh hưởng đến sự hài lòng của khách hàng về chất
lượng dịch vụ của ứng dụng giao đồ ăn trực tuyến tại thành phố Cần Thơ”. Tất cả
các câu trả lời của anh chị đã hoàn thành có giá trị đến nghiên cứu của tôi. Xin chân
thành cảm ơn anh chị đã hoàn thành phiếu điều tra này. Tôi xin cam đoan tất cả các thông
tin của anh chị sẽ được bảo mật hoàn toàn, chỉ phục vụ cho mục đích nghiên cứu!
PHẦN 1: CÂU HỎI SÀNG LỌC
Q1. Anh/ Chị đã từng đặt hàng trên ứng dụng giao đồ ăn chưa? (Ví dụ: Shoppe
Food, Baemin, Grab Food)
 Đã từng
 Chưa từng (dừng khảo sát )
Q2. Anh/ Chị có đang sinh sống và làm việc tại Thành phố Cần Thơ không?
58
 Có
 Không ( dừng khảo sát )
PHẦN 2: NỘI DUNG CHÍNH
Q1. Anh/ Chị hay đặt hàng trên ứng dụng nào?
 Shoppe Food
 Baemin
 Grab Food
 Khác (Vui lòng nêu rõ):.............
Q2. Anh/ Chị thích đặt hàng vào thời gian nào?
 Bữa sáng
 Bữa trưa
 Bữa tối
 Khác (Vui lòng nêu rõ):.............
Q3. Anh/ Chị có thường xuyên đặt hàng trên ứng dụng giao đồ ăn không?
 Không thường xuyên ( 1-3 lần/ tuần)
 Khá thường xuyên ( 3-5 lần/tuần )
 Thường xuyên ( trên 5 lần/tuần )
Q4. Lý do anh/chị đặt hàng trên ứng dụng giao đồ ăn?
 Không có thời gian đi mua đồ ăn cho mình
 Để tránh giao thông
 Thời tiết nóng
 Tránh xếp hàng chờ đợi
 Khác (Vui lòng nêu rõ):.................
Q5. Trung bình anh/chị chi bao nhiêu tiền khi đặt hàng trên ứng dụng giao đồ ăn?
 Dưới 50 nghìn đồng
 Từ 50 -70 nghìn đồng
 Từ 70-100 nghìn đồng

59
 Trên 100 nghìn đồng
Q6. Anh/ Chị gặp phải vấn đề gì khi đặt hàng trên ứng dụng giao đồ ăn?
 Phí giao hàng đắt quá
 Khó tìm người giao hàng
Thời gian chờ đợi lâu để giao đồ ăn
 Thái độ phục vụ của nhân viên giao hàng
 Khác (Vui lòng nêu rõ): ................
PHẦN 3: CÁC YẾU TỐ TÁC ĐỘNG ĐẾN SỰ HÀI LÒNG CỦA KHÁCH
HÀNG VỀ CHẤT LƯỢNG DỊCH VỤ CỦA ỨNG DỤNG GIAO ĐỒ ĂN
TRỰC TUYẾN
Xin Anh/ Chị vui lòng cho biết suy nghĩ của mình về những nhận định dưới đây bằng
cách đánh dấu X vào những điểm số phù hợp, với ý nghĩa là: 1 - Hoàn toàn không đồng
ý; 2 - Không đồng ý; 3 - Không có ý kiến; 4 - Đồng ý; 5 - Hoàn toàn đồng ý.

STT Tên biến 1 2 3 4 5

Sự tin cậy (RL)

1 Ứng dụng bảo đảm chính xác về thời gian giao

- nhận hàng
2 Ứng dụng bảo mật thông tin của khách hàng

3 Ứng dụng thực hiện đúng cam kết với khách

hàng
4 Ứng dụng giao đúng sản phẩm

Yếu tố hữu hình (TN)

5 Các trang web của ứng dụng được bố trí bắt
mắt, đa dạng
6 Đồng phục của nhân viên gọn gàng khi giao
hàng
7 Phong cách làm việc của nhân viên giao hàng
chuyên nghiệp
8 Nhân viên giao hàng chuẩn bị đầy đủ xe máy,
điện thoại, hộp đựng khi giao hàng
9 Ứng dụng cung cấp dịch vụ tốt có nhiều đồ ăn
để lựa chọn
60
10 Có ứng dụng công nghệ hiện đại để xem quá
trình vận chuyển
Cảm nhận về giả cả (PP)
11 Sử dụng ứng dụng giúp tôi tiết kiệm tiền

12 Ứng dụng cung cấp các giao dịch rẻ

13 Ứng dụng có những giảm giá, ưu đãi cho người

dùng
14 Tôi cảm thấy dịch vụ mà ứng dụng mang lại có
giá trị hơn với số tiền tôi bỏ ra
15 Tôi cảm thấy vui vì ứng dụng không có phí giao
đồ ăn
Khuyến mãi (PO)
16 Ứng dụng tổ chức nhiều chương trình khuyến
mãi cho khách hàng tham gia
17 Ứng dụng có chương trình tích điểm cho người
dùng
18 Khách hàng là thành viên sẽ được nhiều ưu đãi
hơn
19 Khuyến mãi, giảm giá rất quan trọng với tôi khi
đặt món ăn trực tuyến
Sự đồng cảm (EP)
20 Khảo sát trực tuyến nhu cầu của khách hàng

21 Nhân viên giao hàng tận tình chu đáo với từng
khách hàng
22 Nhân viên giao hàng hiểu rõ yêu cầu riêng của
khách hàng
23 Nhân viên giao hàng chủ động liên hệ khi gặp
sự cố
Khả năng đáp ứng (RS)
24 Nhân viên giao hàng đúng giờ và nhanh chóng

25 Nhân viên giao hàng sẵn sàng hỗ trợ các đơn

hàng hỏa tốc
26 Nhân viên giao hàng lịch sự, tôn trọng khách
hàng
27 Nhân viên sẵn sàng xử lí việc đổi trả của khách
hàng
28 Tôi hài lòng khi nhân viên giao hàng gọi cho tôi
để xác nhận
Sự hài lòng (SA)
29 Tôi hài lòng khi ứng dụng đáp ứng được yêu
61
 cầu của tôi
30 Tôi hài lòng với sự tiện ích mà ứng dụng mang
lại
31 Tôi nghĩ sử dụng ứng dụng là việc đúng đắn

32 Tôi hài lòng với các tính năng hiện đại của ứng
dụng
33 Tôi đã có những trải nghiệm tốt trong quá trình
sử dụng ứng dụng

PHẦN 4: THÔNG TIN ĐÁP VIÊN

Họ và tên đáp viên: .........................................................................................
Email/SĐT đáp viên: ......................................................................................
Q1. Anh/Chị vui lòng cho biết giới tính của Anh/Chị ?
 Nam
 Nữ
 Khác: .............
Q2. Anh/Chị vui lòng cho biết độ tuổi của Anh/Chị?
 Dưới 18 tuổi
 Từ 18-29 tuổi
 Trên 30 tuổi
Q3. Anh/ Chị hiện đang lưu trú tại quận nào thuộc Thành phố Cần Thơ?
 Quận Bình Thủy
Quận Ninh Kiều
 Quận Cái Răng
Q4. Anh/Chị vui lòng cho biết nghề nghiệp hiện tại của Anh/Chị?
 Học sinh/ sinh viên
 Nhân viên văn phòng
 Kinh doanh/ Buôn bán
 Cán bộ công viên chức

62
 Khác: ..................
Q5. Anh/Chị vui lòng cho biết mức thu nhập trung bình hàng tháng của Anh/ Chị?
 Dưới 5 triệu/tháng
 Từ 5 triệu – 10 triệu/tháng
 Trên 10 triệu/tháng
Q6. Anh/Chị vui lòng cho biết trình độ học vấn cao nhất của Anh/ Chị?
 Tiểu học
 Trung học Cơ Sở
 Trung học Phổ Thông
 Cao đẳng, Đại học
 Trên Đại học
Chân thành cảm ơn sự giúp đỡ của Anh/Chị!

63
 APPENDICES II
RESULT OF DATA ANALYSIS
1. RESULT OF CRONBACH’S ALPHA DATA ANALYSIS
1.1 Cronbach’s Alpha’s Performance Expectancy scale
1.1.1 Reliability (RP)

Reliability Statistics

Cronbach's N of Items
Alpha

.778 4

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

RP1 8.88 9.436 .446 .788

RP2 8.77 7.802 .591 .721
RP3 8.65 6.515 .680 .670
RP4 8.78 6.498 .646 .692

1.1.2 Tangibles (TN)

Reliability Statistics

Cronbach's N of Items
Alpha

.813 6

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

TN1 13.66 13.545 .586 .781

64
TN2 13.61 14.369 .561 .787
TN3 13.37 13.422 .681 .761
TN4 13.51 13.339 .625 .772
TN5 13.61 14.256 .557 .787
TN6 13.67 14.657 .448 .812

1.1.3 Perceived Price (PP)

Reliability Statistics

Cronbach's N of Items
Alpha

.844 5

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

PP1 12.14 11.394 .658 .812

PP2 12.18 12.574 .640 .816
PP3 11.99 11.954 .638 .816
PP4 12.24 13.005 .617 .823
PP5 12.06 11.231 .713 .795

1.1.4 Promotion (PO)

Reliability Statistics

Cronbach's N of Items
Alpha

.808 4

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

PO1 8.42 6.374 .622 .766

PO2 8.47 7.292 .640 .754
PO3 8.34 6.548 .650 .747
PO4 8.58 7.599 .607 .770

65
1.1.5 Empathy (EP)

Reliability Statistics

Cronbach's N of Items
Alpha

.819 4

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

EP1 8.90 7.507 .575 .804

EP2 9.00 7.092 .728 .731
EP3 8.82 7.373 .690 .750
EP4 8.76 7.786 .579 .800

1.1.6 Responsiveness (RS)

Reliability Statistics

Cronbach's N of Items
Alpha

.844 5

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

RS1 11.52 11.864 .593 .827

RS2 11.41 11.488 .701 .800
RS3 11.41 12.142 .585 .829
RS4 11.56 10.764 .693 .800
RS5 11.47 10.389 .691 .802

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1.1.7 Satisfation (SA)

Reliability Statistics

Cronbach's N of Items
Alpha

.874 5

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

SA1 11.13 14.411 .734 .839

SA2 10.79 15.264 .678 .853
SA3 10.89 16.139 .590 .872
SA4 10.96 14.519 .733 .839
SA5 11.06 14.407 .775 .829

2. RESULT OF EXPLORATORY FACTOR ANALYSIS (EFA)

2.1 Result of EFA for independent variables

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .871

Approx. Chi-Square 2767.175
Bartlett's Test of Sphericity df 378

Sig. .000

Communalities

Initial Extraction

RP1 1.000 .689

RP2 1.000 .582
RP3 1.000 .697
RP4 1.000 .652
TN1 1.000 .529
TN2 1.000 .519
TN3 1.000 .644

67
TN4 1.000 .600
TN5 1.000 .518
TN6 1.000 .468
PP1 1.000 .709
PP2 1.000 .580
PP3 1.000 .626
PP4 1.000 .597
PP5 1.000 .743
PO1 1.000 .621
PO2 1.000 .638
PO3 1.000 .694
PO4 1.000 .592
EP1 1.000 .585
EP2 1.000 .746
EP3 1.000 .702
EP4 1.000 .665
RS1 1.000 .597
RS2 1.000 .693
RS3 1.000 .528
RS4 1.000 .676
RS5 1.000 .674

Extraction Method: Principal

Component Analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings R

Total % of Variance Cumulative % Total % of Variance Cumulative % Total

1 8.364 29.871 29.871 8.364 29.871 29.871 3.

2 2.467 8.811 38.682 2.467 8.811 38.682 3.
3 2.197 7.845 46.527 2.197 7.845 46.527 3.
4 1.775 6.339 52.865 1.775 6.339 52.865 2.
5 1.574 5.622 58.488 1.574 5.622 58.488 2.
6 1.187 4.239 62.726 1.187 4.239 62.726 2.
7 .922 3.293 66.019
8 .772 2.756 68.775
9 .725 2.589 71.364
10 .696 2.486 73.850
11 .666 2.377 76.228

68
12 .615 2.196 78.423
13 .601 2.146 80.570
14 .565 2.019 82.589
15 .524 1.872 84.461
16 .475 1.695 86.156
17 .458 1.636 87.792
18 .429 1.531 89.323
19 .411 1.469 90.791
20 .388 1.387 92.178
21 .371 1.327 93.505
22 .327 1.167 94.672
23 .302 1.079 95.751
24 .291 1.038 96.789
25 .260 .929 97.718
26 .241 .861 98.579
27 .203 .725 99.304
28 .195 .696 100.000

Extraction Method: Principal Component Analysis.

Rotated Component Matrixa

Component

1 2 3 4 5 6

RS2 .793
RS5 .775
RS4 .769
RS1 .717
RS3 .669
TN3 .758
TN4 .715
TN2 .710
TN5 .669
TN1 .666
TN6 .641
PP5 .826
PP3 .745
PP4 .732
PP2 .675
PP1 .563

69
PO3 .778
PO2 .726
PO1 .715
PO4 .699
EP2 .817
EP3 .771
EP4 .765
EP1 .631
RP1 .817
RP4 .687
RP2 .665
RP3 .626

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

2.2 Result of EFA for dependent variables

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .862

Approx. Chi-Square 522.114

Bartlett's Test of Sphericity df 10

Sig. .000

Communalities

Initial Extraction

SA1 1.000 .707

SA2 1.000 .635
SA3 1.000 .522
SA4 1.000 .707
SA5 1.000 .756

Extraction Method: Principal

Component Analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

70
1 3.328 66.550 66.550 3.328 66.550 66.550
2 .572 11.444 77.995
3 .451 9.016 87.010
4 .382 7.645 94.656
5 .267 5.344 100.000

Extraction Method: Principal Component Analysis.

Rotated
Component
Matrixa

a. Only one
component was
extracted. The
solution cannot
be rotated.

3. RESULT OF CORRELATION ANALYSIS PEARSON

Correlations

SA RP TN PP PO EP RS

Pearson Correlation 1 .574** .450** .564** .571** .485** .510**

SA Sig. (2-tailed) .000 .000 .000 .000 .000 .000

N 218 218 218 218 218 218 218

** ** ** ** **
Pearson Correlation .574 1 .267 .501 .472 .317 .339**
RP Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 218 218 218 218 218 218 218
** ** ** ** **
Pearson Correlation .450 .267 1 .301 .380 .337 .333**
TN Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 218 218 218 218 218 218 218
** ** ** ** **
Pearson Correlation .564 .501 .301 1 .451 .391 .479**
PP Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 218 218 218 218 218 218 218
** ** ** ** **
Pearson Correlation .571 .472 .380 .451 1 .507 .356**
PO Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 218 218 218 218 218 218 218
** ** ** ** **
Pearson Correlation .485 .317 .337 .391 .507 1 .315**
EP Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 218 218 218 218 218 218 218
** ** ** ** ** **
RS Pearson Correlation .510 .339 .333 .479 .356 .315 1

71
 Sig. (2-tailed) .000 .000 .000 .000 .000 .000

N 218 218 218 218 218 218 218

**. Correlation is significant at the 0.01 level (2-tailed).

4. RESULT OF MULTIPLE LINEAR REGRESSION MODELS (MLR)

Variables Entered/Removeda

Model Variables Variables Method

Entered Removed

RS, EP, RP, TN,

1 . Enter
PP, POb

a. Dependent Variable: SA
b. All requested variables entered.

Model Summaryb

Model R R Square Adjusted R Std. Error of the Durbin-Watson

Square Estimate

1 .758a .575 .563 .62942 1.606

a. Predictors: (Constant), RS, EP, RP, TN, PP, PO

b. Dependent Variable: SA

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 112.936 6 18.823 47.511 .000b

1 Residual 83.593 211 .396

Total 196.528 217

a. Dependent Variable: SA
b. Predictors: (Constant), RS, EP, RP, TN, PP, PO

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

1 (Constant) -.791 .220 -3.600 .000

RP .278 .059 .259 4.710 .000 .668 1.498

TN .201 .066 .155 3.069 .002 .789 1.267

PP .184 .065 .165 2.840 .005 .598 1.672

72
 PO .202 .065 .181 3.095 .002 .589 1.698

EP .147 .058 .137 2.526 .012 .690 1.450

RS .212 .061 .184 3.454 .001 .713 1.402

a. Dependent Variable: SA

Collinearity Diagnosticsa

Model Dimension Eigenvalue Condition Index Variance Proportions

(Constant) RP TN PP PO

1 6.728 1.000 .00 .00 .00 .00 .00

2 .062 10.425 .01 .34 .17 .09 .01

3 .060 10.612 .03 .09 .11 .00 .19

1 4 .049 11.774 .02 .17 .38 .06 .00

5 .039 13.136 .11 .06 .01 .03 .69

6 .034 14.147 .02 .23 .05 .81 .01

7 .030 15.054 .81 .11 .28 .00 .10

a. Dependent Variable: SA

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 1.3638 4.4795 2.7413 .72142 218

Residual -1.89975 2.08168 .00000 .62066 218
Std. Predicted Value -1.909 2.409 .000 1.000 218
Std. Residual -3.018 3.307 .000 .986 218

a. Dependent Variable: SA

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74