FACTORS INFLUENCING STUDENTS' SATISFACTION AND

INTENTION TO USE FOOD DELIVERY APPLICATIONS:

A SURVEY IN HO CHI MINH CITY
 CHAPTER 1: INTRODUCTION

1.1. Background

The trend of online food ordering started to flourish in the years 2018-2019, and
since the outbreak of the global Covid-19 pandemic that changed customer behavior,
this trend has had an even greater opportunity to explode. Data from Statista Market
Insights (2022) shows that the global online food delivery market is estimated to reach
the $1 trillion mark by 2023. With a CAGR (2024-2028) of 10%, the projected
volume is expected to expand further to reach $1.79 trillion by 2028
(Ecommercedb.com, 2024). According to a report from Statista Market Insights
(2024), the market has shown significant changes in revenue growth rate over the
years. In 2019, the overall market growth rate reached an impressive 25%. Driven by
the increasing demand for online delivery in the context of the pandemic, 2020
witnessed a remarkable surge, reaching 56%. Asia currently accounts for 55% of the
global market share with key markets such as China or the Southeast Asian region.

Vietnam is an extremely attractive and potential market for this type of service.
Currently, with the fast-paced lifestyle and the development of the modern urban
wave, significant changes have occurred in the eating habits of many people,
especially the Millennial generation (born between 1980 – 2000), leaning towards
delivery solutions, emphasizing convenience and meeting immediate needs. The
revenue of the online food delivery market in Vietnam is projected to reach a
compound annual growth rate (CAGR) of 15.29% from 2023 to 2027. This growth
trajectory is expected to lead to a market worth around $3.41 billion by 2027 (Vietnam
Briefing, 2023). A recent report by Google and Temasek on the Digital Economy in
Southeast Asia states that Vietnam is a market with very good growth, with the report
pointing out that food delivery services are one of the fastest-growing sectors, as after
the pandemic, users have adopted new habits in using these services. In fact, up to
60% of internet users said they had ordered food online at least once in the past year
(VTV, 2022).

According to Q&Me, through a survey of 1046 people aged 18-45 in the two
major cities of Ho Chi Minh City and Hanoi in December 2020, the proportion of
users of online food delivery services accounted for 62%, of which 82% of them
ordered food through mobile applications. The survey showed that up to 80% of users
ordered food through the app at least once a week. Food ordering apps provide
convenience for users, especially in the context of the Covid-19 outbreak in 2021,
allowing people to order their favorite food without leaving their homes, while
restaurants can continue to operate under social distancing conditions. It can be said
that these online food delivery apps bring convenience to the lives of urban residents.
In the current era of Industry 4.0, consumers are looking for products and services that
make life more convenient, as well as having an urgent need for convenient solutions
to simplify their lives.

Students are considered one of the main target customer groups of online food
delivery service providers. Lee et al., (2017) proved that millennials (30 years old and
below), particularly students who actually used their phones for online ordering, were
the most important and sales-generating targeted audiences. Gupta & Duggal (2020)
also made a similar statement in their research conducted in India, "The 18 to 24 years
user group mostly use Online food delivery services. Moreover, the volume of food
orders for the top two Online food delivery service providers in India was found to be
the highest in the case of university students." This is not only true in the international
market but also in the domestic market. In an interview with Tuoi Tre newspaper
(2023), "The representative of ShopeeFood said the most active users on this platform
typically aged 18-22, with orders growing significantly in 2022 from a year earlier."

Recognizing the potential of the online food delivery service market in Vietnam,
as well as aiming to build a research model with the purpose of identifying factors
influencing Vietnamese users' intention to use food delivery applications, with a
specific focus on students in Ho Chi Minh City, the author decided to choose the
research topic: "Factors Influencing Students' Satisfaction and Intention to Use Food
Delivery Applications: A Survey in Ho Chi Minh City" to identify the drivers and
barriers for students when using these applications. This will help businesses develop
appropriate solutions to operate more effectively and meet the growing needs of this
potential customer group. The author chose Ho Chi Minh City as the representative
for the survey because it is a city with high consumption and a potential market for the
development of online food delivery services (Reputa, 2020). Additionally, the
purpose of the research is also to propose recommendations for government agencies
to support and facilitate businesses in expanding their market opportunities,
contributing to job creation for local residents, increasing income, and attracting more
domestic and foreign businesses to participate in this promising market.

1.2. Research gaps

Research on the intention to use food delivery applications has received attention
from researchers around the world. However, the number of in-depth studies on this
topic in Vietnam remains limited. Existing works mainly focus on a specific
application to study customers' intention to use (Phan Duy (2019) – GrabFood, Dam
Thi Phuong Thao and Le Trieu Tuan (2021) – NowFood) or only study the general
intention of consumers to purchase food online, such as Dang Kim Anh et al. (2018),
Tran Thi Bao Yen and Le Thi Giang (2021), Pham Thi Hoang Dung (2021).

There have been several studies conducted on the subject of online food delivery
services in various countries and markets, including the United States, Malaysia,
Thailand, and domestic markets within Vietnam. Additionally, research has been
carried out specifically focusing on the consumer market of Ho Chi Minh City.
However, these existing research papers serve primarily as sources of information and
do not address the specific research objective of understanding the factors influencing
the intention to use online food delivery applications among students.

The current research aims to bridge this gap by concentrating on conducting a

study with students in Ho Chi Minh City as the target audience. By doing so, it seeks
to uncover the actual factors that shape the intention to use online food delivery
applications among students in this particular city. This approach provides valuable
insights into the unique preferences, behaviors, and motivations of this specific
demographic, which may differ from the general population or other consumer
segments.
 Furthermore, it is worth noting that there is a lack of research investigating the
factors influencing the intention to use online food delivery services in the post-
COVID-19 era. While several articles have explored this topic during the pre-COVID-
19 and COVID-19 periods, the dynamics and influences on the intention to use such
services may have undergone significant changes in the aftermath of the pandemic.

At different points in time, the factors impacting the intention to use online food
delivery services can vary substantially. This study aims to shed light on the specific
effects and factors that influence the intention to use these services after the COVID-
19 period. By addressing this gap, the research will provide valuable insights into the
current landscape and help stakeholders in the industry, such as service providers and
policymakers, better understand and cater to the evolving needs and preferences of
students in Ho Chi Minh 5. Methods of collecting and analyzing data.

1.3. Research objectives

The study aims to determine the factors affecting the intention to use online food
delivery services of students in Ho Chi Minh City and measure the influence of those
factors. The following research questions are expected:

1. What factors affect students' satisfaction and intention to use online food
delivery services in Ho Chi Minh City
2. How those factors affect students' satisfaction and intention to use online food
delivery services in Ho Chi Minh City ?

For the success research, objectives are determined as followed:

 To examine the influence of Reliability attributes on students' satisfaction

and intention to use online food delivery services in Ho Chi Minh City?
 To examine the influence of Assurance attributes on students' satisfaction
and intention to use online food delivery services in Ho Chi Minh City?
 To examine the influence of Security attributes on students' satisfaction and
intention to use the online food delivery service of students in Ho Chi Minh
City?
  To examine the influence of Maintaining food quality attributes on students'
satisfaction and intention to use online food delivery services in Ho Chi
Minh City?
 To examine the influence of System operation attributes on students'
satisfaction and intention to use online food delivery services in Ho Chi
Minh City?
 To examine the influence of Traceability attributes on students' satisfaction
and intention to use online food delivery services in Ho Chi Minh City?
 To examine the influence of Perceived service value attributes on students'
satisfaction and intention to use online food delivery services in Ho Chi
Minh City?

1.4. Object and scope of research

Research object: Factors involving students' satisfaction and intention to use

food delivery applications

Survey subjects: Students studying in Ho Chi Minh

Research scope:

 Spatial scope: Ho Chi Minh City

 Time scope: The topic uses data surveyed in the period 3/2024 -4/2024.

1.5. Research Methods

First, the author used qualitative research methods to understand and determine
Factors affecting students' satisfaction and intention to use food delivery applications
as well as build a research scale.

Next, the author uses the above qualitative research results to conduct
quantitative research. Organize surveys, collect information directly through
questionnaires and use convenient sampling methods. After synthesizing, use SPSS
and AMOS software to process technical data as follows:

 Test the scale using Cronbach's Alpha

  EFA exploratory factor analysis
 CFA confirmatory factor analysis
 Analyze correlation coefficient
 Structural Equation Modeling Analysis – SEM)

1.6. Research significance

1.6.1 Conceptual significance

This research study aims to contribute to the existing body of knowledge by

providing a comprehensive understanding of the factors influencing students' intention
to use online food delivery applications in Ho Chi Minh City. By exploring the
interplay between various determinants and their impact on behavioral intentions, the
study sheds light on the underlying motivations and decision-making processes of this
specific consumer segment.

The conceptual significance lies in the ability to identify and validate the key
factors that shape students' intentions to adopt and utilize online food delivery
services. This knowledge can help refine and extend existing theoretical models by
incorporating context-specific variables relevant to the online food delivery domain
and the student population.

Furthermore, the study contributes to the growing body of literature on consumer

behavior and decision-making processes in the rapidly evolving e-commerce and
digital service sectors. By examining the unique characteristics and preferences of
students as consumers, the research provides valuable insights that can inform
strategies for service providers and businesses operating in this market.

1.6.2 Practical significance

The practical significance of this research study is multifaceted, offering

valuable implications for various stakeholders involved in the online food delivery
industry and the broader e-commerce landscape.

For online food delivery service providers, the findings of this study can aid in
tailoring their offerings, marketing strategies, and service delivery to better cater to the
needs and preferences of the student population in Ho Chi Minh City. By
understanding the factors that influence students' intentions to use their applications,
service providers can optimize their platforms, enhance user experiences, and develop
targeted campaigns to attract and retain this consumer segment effectively.

Additionally, the research findings can inform policymakers and regulatory

bodies in Ho Chi Minh City and Vietnam about the evolving consumer behavior and
preferences within the online food delivery sector. This knowledge can guide the
development of relevant policies, regulations, and infrastructure to support the growth
of this industry while ensuring consumer protection and fostering a sustainable
ecosystem.

Furthermore, the study's insights can benefit educational institutions and student
organizations by providing a deeper understanding of their students' habits,
preferences, and decision-making processes related to online food delivery services.
This information can aid in developing initiatives, partnerships, or on-campus services
that cater to the evolving needs of the student population.

1.7. Thesis structure

Chapter 1: Introduction

Chapter 2: Theoretical basis and proposed research model

Chapter 3: Research methods.

Chapter 4: Research results and discussion of research results

Chapter 5: Conclusion and solutions.

 CHAPTER 2: LITERATURE REVIEW

2.1. Satisfaction

According to Oliver (1985), "Satisfaction is the consumer's reaction to the

fulfillment of their desires. This definition implies that satisfaction is the consumer's
satisfaction with using a service or product because it meets their needs, including the
degree of exceeding or falling short of their expectations." According to Kotler and
Armstrong (2012), "Satisfaction is the degree of human emotional state through
comparing the results obtained from the product or service with the consumer's
expectations. Expectations here are considered as human aspirations, stemming from
personal needs or past experiences and external information such as advertising, word-
of-mouth from relatives, family, etc."

From the above statements, it can be understood that customer satisfaction is

intrinsically tied to the interplay between the actual outcomes experienced and the
expectations held by customers. It can be conceptualized as a function of the
discrepancy between these two elements. Customers' evaluations of their satisfaction
levels are influenced by the degree to which the perceived performance or quality of a
product or service aligns with their prior expectations. When the results obtained fall
short of customers' expectations, dissatisfaction arises. This scenario occurs when the
actual experience fails to meet the anticipated standards or desires, leaving customers
feeling disappointed or let down. Conversely, if the results align precisely with their
expectations, customers attain a state of satisfaction. In this case, the delivered
offering meets their predetermined standards, leading to a sense of contentment and
fulfillment.

Pérez and Del Bosque (2015) argue that if customers are satisfied with the
products and services provided by the company, they tend to continue purchasing and
recommend to others. Therefore, if a company can make customers feel confident and
satisfied when using the product, this is a necessary condition for the company to
increase profits and develop sustainably. Meanwhile, according to Sayani (2015),
customer satisfaction is the comparison between the consumer's desires and the actual
feelings after consumption.
 2.2. SERVQUAL Model

The SERVQUAL model was first published in 1985 by A. Parasuraman, Valarie

A. Zeithaml, and Leonard L. Berry to measure and manage service quality across a
wide range of service types. The authors of this model defined service quality as "the
difference between expected quality and perceived quality" (Parasuraman et al.,
1985).

Drawing ideas from Gronroos's (1984) model, Parasuraman and colleagues

(1985) developed a supporting measurement tool, called SERVQUAL, to measure
service quality from the recipient's perspective. SERVQUAL uses a set of 22 paired
questions measured on a Likert scale to measure the gap between customers'
expectations and actual perceptions of service quality. The first part identifies
customers' "expectations" of service in general, and the second part identifies
customers' "perceptions" of service performance. The research results aim to
understand the gaps between customers' perceptions of the service quality they
received and their expectations of that service quality.

In 1988, Parasuraman and colleagues developed the SERVQUAL model with 5

criteria to evaluate service quality:

 Tangibles - emphasizing the appearance of physical facilities, equipment,

personnel, and communication materials
 Reliability - emphasizing the ability to perform promised services reliably
and accurately
 Responsiveness - emphasizing the willingness to help customers and provide
prompt service
 Assurance - emphasizing the knowledge and courtesy of employees, and
their ability to inspire trust and confidence in customers
 Empathy - emphasizing the provision of caring and individualized attention
to customers by employees.
 Figure 2.1: SERVQUAL Model

(Source: Parasuraman et al, 1988)

2.3. Intention to Use

According to Bratman (1987), "Intention is a state representing a commitment to

performing an action or a set of actions in the future. Intentions involve plans or prior
thought. Intentions can be explicit or implicit, direct or indirect. Explicit intention is a
direct and clear statement of what a person plans to do." According to Ajzen (1991),
"Intention is a motivational factor that captures the degree to which a person is willing
to try and undertake the behavior." The author also pointed out that "Intention includes
motivational factors that influence behavior; these factors indicate how hard people
are willing to try, and how much effort they are planning to exert, in order to perform
the behavior."

2.4. Relationship between Satisfaction and Intention to Use

A widely accepted approach to evaluating customer satisfaction by economists is

through assessing service quality, focusing on the relationship between service
expectations and service performance. The most commonly mentioned service quality
characteristics related to customer satisfaction in studies are reliability,
responsiveness, assurance, tangibles, and empathy in the SERVQUAL (Service
Quality) scale by Parasuraman et al. (1988).

Customer satisfaction plays a crucial role in influencing the intention to use or

continue using a product or service. A high level of satisfaction often leads to a
stronger intention to use, while dissatisfaction can discourage customers from using
the product or service in the future (Bagozzi et al., 1999).

Customer satisfaction is one of the key factors influencing customers' intention

to use. Research on the manifestations of consumption intentions (Bagozzi et al.,
1999; Oliver, 1980; Szymanski and Henard, 2001), intentions to continue purchasing,
using, and using products and services in the long term (Dabholkar et al., 2000; Sita
Mishira, 2014). Many studies have found that customer satisfaction has a close
positive relationship and is the main factor influencing their intention to continue
consuming.

When customers are highly satisfied with their experience, they are more likely
to develop a positive attitude and favorable intentions towards using the product or
service again. Satisfaction creates a sense of trust, loyalty, and confidence in the
offering, which reinforces the desire to continue the relationship with the provider.
Satisfied customers tend to perceive greater value and benefits from the product or
service, making them more inclined to repeat their usage or even recommend it to
others.

2.5. Previous studies

2.5.1. Research by Mengling Wu, Jingzu Gao, Naeem Hayat, Siyu Long,
Qing Yang and Abdullah Al Mamun (2024)

The research "Modelling the significance of food delivery service quality on

customer satisfaction and reuse intention" was published in the journal PLOS ONE in
2024 by , Mengling Wu, Jingzu Gao, Naeem Hayat, Siyu Long, Qing Yang, and
Abdullah Al Mamun. The study's primary objective was to examine the extent to
which various dimensions of service quality, such as reliability, assurance, security,
maintaining food quality, system operation, traceability, and perceived service value,
influenced customer satisfaction and their subsequent intention to reuse food delivery
applications. The authors recognized the rapid growth of the online food delivery
industry, particularly in the context of the COVID-19 pandemic, and the importance of
understanding the factors that contribute to customer satisfaction and loyalty in this
sector.

The researchers employed a quantitative approach, utilizing a questionnaire

survey method to collect data from 1,352 valid respondents in China, a country with a
well-established digital and takeout industry. The survey instrument consisted of two
sections: demographic information and variable measurement using a seven-point
Likert scale. The study variables were adapted from previous literature and included
reliability, assurance, security, maintaining food quality, system operation, traceability,
perceived service value, customer satisfaction, and intention to reuse.

Figure 2.2: Mengling Wu’s Proposed research model

(Source: Mengling Wu et al, 2024)

 The data were analyzed using partial least square structural equation modeling
(PLS-SEM), which allowed for the assessment of the relationships between the latent
variables. The findings revealed that reliability, assurance, maintaining food quality,
system operation, traceability, and perceived service value positively influenced
customer satisfaction and optimized the intention to reuse food delivery services.
However, the relationship between security and customer satisfaction was found to be
insignificant.

Additionally, the study examined the mediating role of customer satisfaction in

the relationship between the service quality dimensions and intention to reuse. The
results indicated that customer satisfaction significantly mediated the relationships
between reliability, assurance, maintaining food quality, system operation, traceability,
perceived service value, and intention to reuse. However, the mediating effect of
customer satisfaction was insignificant for the relationship between security and
intention to reuse.

The authors highlighted several theoretical and practical implications of their

findings. From a theoretical perspective, the study extended the SERVQUAL model
by integrating novel attributes specific to the food delivery industry, such as
maintaining food quality, system operation, traceability, and perceived service value.
This contribution expanded the existing body of knowledge and provided a more
comprehensive understanding of the factors influencing customer satisfaction and
loyalty in the online food delivery context.

Overall, this research study contributes to the understanding of the critical

determinants of online food delivery service quality and their impact on customer
satisfaction and reuse intention. By integrating theoretical frameworks and empirical
data, the authors provide valuable insights for both academics and practitioners in the
rapidly evolving online food delivery industry.

2.5.2. Research by Koay Kian Yeik, Chee Wei Cheah, and Yi Xuan Chang
( 2022)
 The study entitled "A model of online food delivery service quality, customer
satisfaction and customer loyalty: a combination of PLS-SEM and NCA approaches"
was conducted by Koay Kian Yeik, Chee Wei Cheah, and Yi Xuan Chang, and
published in the British Food Journal in 2022.

The main objective of this research was to explore how online food delivery
(OFD) service quality influences customer satisfaction and customer loyalty. The
study aimed to fill the gaps in existing literature by examining the influence of various
dimensions of OFD service quality on customer satisfaction using both sufficiency
and necessity logics.

The researchers employed a quantitative approach and collected data from 307
usable responses from existing users of OFD services in Malaysia. The data were
analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and
Necessary Condition Analysis (NCA) techniques.

Figure 2.3: Koay Kian Yeik’s Proposed research model

(Source: Koay Kian Yeik et al, 2024)

The PLS-SEM results revealed that five dimensions of OFD service quality,
including assurance, maintenance of meal quality and hygiene, reliability, security,
and system operation, had a significant positive influence on customer satisfaction.
However, traceability did not significantly influence customer satisfaction.
Additionally, customer satisfaction was found to be a significant predictor of customer
loyalty.

The NCA results further showed that all dimensions of OFD service quality were
necessary conditions for customer satisfaction, and customer satisfaction was a
necessary condition for customer loyalty. Interestingly, although traceability did not
emerge as a should-have factor based on the sufficiency logic, it was identified as a
must-have factor based on the necessity logic.

The study contributes to the existing literature in several ways. Firstly, it is the
first to examine the influence of OFD service quality on customer satisfaction using
both sufficiency and necessity logics, providing a more holistic understanding of the
factors that are sufficient and necessary for satisfaction. Secondly, it utilized the newly
developed OFD-SERV scale by Cheng et al. (2021), which specifically captures the
service quality dimensions relevant to the OFD context.

The findings of this study offer important managerial implications for OFD
service providers. The researchers recommend that OFD service providers should
prioritize improving the maintenance of meal quality and hygiene, system operation,
and assurance dimensions to enhance customer satisfaction. Additionally, they should
ensure that a certain level of traceability is provided to satisfy customers, even though
improving this aspect may not further increase satisfaction.

2.5.3. Research by Ching-Chan Cheng, Ya-Yuan Chang, Cheng-Ta Chen

(2021)

In the rapidly growing online food delivery (OFD) industry, service quality has
become a critical determinant of customer satisfaction and loyalty. However, previous
studies evaluating OFD service quality have primarily focused on the ordering system
or app, failing to capture the multifaceted nature of the OFD service experience. To
address this gap, Cheng et al. (2021) conducted a comprehensive study to construct a
robust and comprehensive OFD service quality (OFD-SERV) scale.
 The study's main objectives were threefold: first, to develop an OFD-SERV scale
through rigorous qualitative and quantitative research procedures; second, to integrate
key service factors extracted from Internet Big Data Analytics (IBDA) into the scale
development process; and third, to identify the specific OFD service quality factors
that influence customer satisfaction and loyalty. By achieving these objectives, the
authors aimed to provide a valuable tool for OFD operators and researchers to
accurately assess and improve service quality in this rapidly evolving industry.

The methodology employed a multi-stage approach. Initially, 20 key service

factors for the OFD industry were extracted through IBDA analysis, capturing the
current and emerging service attributes that customers deem important. These factors
were then combined with insights from literature reviews and expert interviews to
develop a preliminary set of OFD-SERV scale items. Subsequently, two stages of
customer surveys were conducted in Taipei City, Taiwan, targeting customers of two
major OFD brands, Foodpanda and UberEATS. The survey data were used to validate
and finalize the OFD-SERV scale, ensuring its reliability and validity.

The final OFD-SERV scale comprised six dimensions: reliability, maintenance

of meal quality and hygiene (MMQH), assurance, security, system operation, and
traceability, encompassing a total of 28 items. The structural equation modeling
(SEM) analysis revealed several key findings. First, reliability, assurance, system
operation, and traceability positively influenced customer satisfaction in the OFD
context. Second, customer satisfaction exerted a strong positive influence on customer
loyalty, highlighting the critical role of satisfaction in fostering loyalty. Interestingly,
system operation was the only dimension that directly and weakly influenced
customer loyalty, underscoring the importance of a well-functioning ordering system
or app. Conversely, security and MMQH did not significantly impact customer
satisfaction or loyalty in this study.

The research by Cheng et al. (2021) offers several significant contributions and
implications. Foremost, it provides a comprehensive and rigorously validated scale to
accurately measure OFD service quality, addressing a notable gap in the literature. By
integrating key service factors extracted from IBDA, the OFD-SERV scale captures
the current and emerging service attributes that are of high importance to customers,
ensuring its relevance and timeliness.

Moreover, the findings offer valuable insights for OFD operators to improve
service quality, allocate resources effectively, and enhance customer satisfaction and
loyalty. For instance, the study highlights the importance of reliability, assurance,
system operation, and traceability in driving customer satisfaction, suggesting that
OFD operators should prioritize investments and improvements in these areas.
Additionally, the strong link between customer satisfaction and loyalty underscores
the need for OFD operators to focus on delivering exceptional service experiences to
foster long-term customer relationships.

Furthermore, the study demonstrates the value of combining traditional scale

development procedures with novel data-driven approaches like IBDA. By integrating
IBDA-extracted factors, the OFD-SERV scale captures the evolving service attributes
that are of high relevance to customers in the digital age, ensuring its relevance and
ability to keep pace with changing customer expectations.

2.5.4. Research by Katerina Annaraud and Katerina Berezina (2020)

The research "Predicting satisfaction and intentions to use online food delivery:
What really makes a difference?" by Katerina Annaraud and Katerina Berezina was
published in 2020 in the Journal of Foodservice Business Research aimed to
investigate the factors influencing customer satisfaction and intentions to use online
food delivery (OFD) services.

The authors adopted the "quality – satisfaction – behavioral intentions" paradigm

and examined the impact of food quality and various dimensions of e-service quality
on customer satisfaction and subsequent behavioral intentions towards OFD services.
The e-service quality was evaluated using the e-SELFQUAL scale, which includes
perceived control, service convenience, customer service, and service fulfillment.

The study employed a quantitative approach, collecting data through an online

self-administered questionnaire distributed via Amazon's Mechanical Turk. The final
sample consisted of 303 usable responses from individuals who had previously used
OFD services in the United States.

Figure 2.4: Katerina Annaraud and Katerina Berezina research results

(Source: Katerina Annaraud and Katerina Berezina, 2020)

The data were analyzed using partial least squares structural equation modeling
(PLS-SEM). The results revealed that food quality, perceived control, customer
service, and service fulfillment positively influenced customer satisfaction with OFD
services. However, service convenience did not significantly impact satisfaction.
Furthermore, customer satisfaction exhibited a strong positive effect on behavioral
intentions to use OFD services.

The findings contribute to the growing body of literature on OFD adoption by

presenting a predictive model that explains a significant portion of the variance in
customer satisfaction (60%) and behavioral intentions (71%). Additionally, the study
adapted existing scales to the context of OFD services, demonstrating their reliability
and validity. The research has practical implications for restaurants and OFD
companies. For restaurants, monitoring and maintaining food quality during delivery
is crucial to ensure customer satisfaction. OFD platforms should focus on enhancing
perceived control, customer service, and fulfillment aspects to improve customer
experiences and foster loyalty.

2.5.5. Research by Sonali P. Banerjee, Dr. Deepak Jain, and Dr. Ruchika
Nayyar (2019)

The study "Measuring Service Quality of Food Delivery Services: A Study of

Generation Z" was conducted by Dr. Sonali P. Banerjee, Dr. Deepak Jain, and Dr.
Ruchika Nayyar. The primary objective of this research was to investigate the service
quality of food delivery services, specifically for Generation Z consumers. With the
rapid growth of the food delivery industry in India and globally, the study aimed to
understand how consumers perceive the quality of service provided by food delivery
services and whether they are satisfied with the offerings.

The research methodology employed an exploratory and descriptive approach. A

questionnaire was utilized to conduct a survey and gather data on consumer
perceptions and expectations of service quality in food delivery services. The
SERVQUAL model, which assesses five dimensions – tangibility, reliability,
responsiveness, assurance, and empathy – was adapted to measure service quality in
the context of food delivery services.

The study targeted Generation Z consumers in major Indian cities where food
delivery services are prevalent, including NCR, Mumbai, Chennai, Hyderabad,
Kolkata, and Pune. A sample size of 312 respondents was collected for the analysis.

The findings revealed that consumers perceive service quality as poor across all
dimensions, indicating that their expectations fall short of their actual experiences
with food delivery service providers. All five dimensions – tangibility, reliability,
responsiveness, assurance, and empathy – showed a negative gap between expected
service and perceived service. This result suggests that food delivery service providers
need to make improvements in all dimensions to close these gaps and increase
customer satisfaction.

The research contribute to the understanding of service quality in the food

delivery industry, particularly for the Generation Z segment. By identifying areas for
improvement and highlighting the importance of meeting consumer expectations, the
study provides valuable insights for food delivery service providers to enhance their
offerings and achieve higher levels of customer satisfaction.

2.6. Hypotheses development

After synthesizing from theoretical foundations and previous studies, the author
found that the variables Reliability, Assurance, Tangibles, Responsiveness, Empathy,
Information Quality, Perception of price value were applied by many previous
researchers. research article and prove that it has an impact on Customer Satisfaction
as well as Intention to Use, therefore, the author decided to include these factors in the
proposed research model and conduct survey collection based on based on this
proposed model.

Figure 2.5: Proposed research model

(Source: Author)

Reliability and satisfaction: As the consistency of the final service performance

and service provider commitment (Parasuraman, 1985), Reliability in the online food
delivery context denotes the deliveryman’s efficient completion of the pre-determined
delivery service, such as ensuring that the goods are in good condition, the bill is
accurate, and the service attitude is positive (Kian et al, 2022). A deliveryman’s
service quality, which links the delivery platform and the customer, is a crucial
element that directly impacts users’ perceived quality. It is deemed convenient for
delivery service platforms to communicate with consumers, earn their client’s trust,
and elevate users’ satisfaction when the deliveryman offers high-quality and
professional customer service. Likewise, Cheng et al, 2021 ascertained Reliability as a
key determinant of food delivery service quality. Past literature also demonstrated that
customers who perceive higher Reliability with food delivery providers tend to
experience high satisfaction levels and make repeat purchases [Kian et al, 2022;
Boshoff, 2007]. In this regard, the following hypothesis was developed:

H1: The Reliability positively influences student’s satisfaction.

Assurance and satisfaction: Assurance implies customers’ confidence in

utilising online platforms owing to its reputation, the items or services on sale, and
clear and genuine information (Parasuraman, 2005). As the embodiment of product
and service values in e-commerce and technology domains, Assurance (Yang et al,
2022), in the context of online food delivery platforms, denote the degree to which a
food delivery platform earns customer trust in service delivery. When a user orders
from online food delivery applications, guarantees of accuracy, delivery time, and
reasonable delivery fee potentially impact users’ trust in the food delivery platform
and perceived Assurance (Annaraud and Berezina, 2020). Generally, prompt food
delivery and reasonable delivery costs serve to enhance customers’ Assurance. This
study proposed the following hypothesis based on Kian et al.’s (Kian et al, 2022)
identification of a positive Assurance - satisfaction relationship:

H2: The Assurance positively influences student’s satisfaction.

Tangibles and satisfaction relates to the physical appearance of the online food
delivery application, equipment, delivery staff, and usage manuals. A user-friendly,
easy-to-use application and an efficient delivery system with professional delivery
staff will create a positive experience for customers, thereby leading to higher
satisfaction (Banerjee et al, 2019; Nguyen, 2023). From this, hypothesis H3 is
proposed:

H3: Tangibles positively influences student's satisfaction

Responsiveness and satisfaction refers to the ability of the service to promptly

respond to customer requests. In the online food delivery sector, quickly processing
orders, on-time delivery, and having an effective customer support system will help
enhance customer satisfaction, as they value the convenience and efficiency of the
service (Aimar & Sari, 2024; Joung et al, 2011). From this, hypothesis H4 is
proposed:

H4: Responsiveness positively influences student's satisfaction

Empathy and satisfaction relates to providing personalized care and attention

to each customer. In the online food delivery industry, this can be demonstrated
through delivery staff having a good attitude, being polite, as well as the ability to
positively resolve any issues or special requests from customers (Banerjee et al, 2019).
This empathy and care will increase customers' sense of being valued, thereby
enhancing their satisfaction (Syahidah & Asikin, 2023). From this, hypothesis H5 is
proposed:

H5: Empathy positively influences student's satisfaction

Information Quality and satisfaction: Shahira Ariffin and her colleagues

(2021) concluded that the Information Quality factor has a positive impact on the
intention to use online food delivery services. Accordingly, the authors conclude that
the better the information quality of the service, the more likely consumers will use or
continue to use online food delivery services. This conclusion is also similar to the
results of the study by Dinesh Elango and his colleagues (2021); Nguyen Thi Kieu
Trang and her colleagues (2021). Based on the conclusions of these previous studies,
the following hypothesis is proposed:

H6: Information Quality positively influences student's satisfaction

 Perception of price value and satisfaction: Perception of price value has a
positive impact on customers' decision to use online shopping services. According to
Nguyen Thi Kieu Trang and her colleagues (2021), the price perception factor has a
positive impact on the intention to use the Baemin app (Baemin is an online food
delivery app). Sharing the same view, Hoang Thi Phuong Thao and Lam Quy Long
believe that Price Value influences the intention of consumers to continue using food
delivery services on mobile applications. Furthermore, a study by Chanmi Hong and
her colleagues (2021) in the US also showed that price positively influences the
intention to use online food delivery services. Therefore, hypothesis H7 is proposed:

H7: Perception of price positively influences student's satisfaction

Satisfaction and Intention to Use: Customer satisfaction is one of the main

factors influencing customers' Intention to Use. Research on the manifestations of
consumption intention (Bagozzi et al., 1999; Oliver, 1980; Szymanski & Henard,
2001). Many studies have found that customer satisfaction has a close positive
relationship and is the main factor influencing their intention to continue consuming
(Antón et al., 2007). Therefore, hypothesis H8 is proposed.

H8: The Satisfaction positively influences student’s Intention to Use

2.7. Summary

Chapter 2 provided a strong theoretical foundation and important empirical

research related to the research topic on student satisfaction with online food delivery
services and their intention to use these services. First, the chapter introduced the
concept of customer satisfaction and the SERVQUAL model for evaluating service
quality, which includes five criteria: tangibles, reliability, responsiveness, assurance,
and empathy. The concept of intention to use and the positive relationship between
satisfaction and intention to continue using were also discussed.

The overview of previous studies largely showed that service quality factors
such as reliability, assurance, food quality, system operation, and traceability
positively impact satisfaction and the intention to reuse online food delivery services.
However, the importance of each factor and the research results differed across studies
due to different contexts and methodologies.

Based on the theoretical foundation and previous empirical studies, the author
proposed a research model with eight hypotheses related to factors such as reliability,
assurance, tangibles, responsiveness, empathy, information quality, perceived price
value, and their impact on student satisfaction and intention to use online food
delivery services. This model and hypotheses will serve as an important foundation for
research design, data collection, and analysis in the subsequent chapters.
 CHAPTER 3: RESEARCH METHODOLOGY

3.1. Research Process

This research consists of two main stages: qualitative research through expert
interviews and formal quantitative research.

First, the author identified the research problem and research objectives. Based
on the theoretical foundation and previous research on factors influencing satisfaction
and intention to use online food delivery services, the author built a research model to
help shape the research direction.

To ensure the reasonableness and feasibility of the model and hypotheses, the
author constructed a draft measurement scale and conducted interviews with experts
in the field. The opinions and evaluations from the experts provided valuable
information to refine the measurement scale and adjust the observed variables.
Through this process, the author developed an official measurement scale that more
comprehensively and accurately reflects the factors influencing students' satisfaction
and intention to use online food delivery services in Ho Chi Minh City.

In the formal research stage, the author chose to collect data online through
Google Form, with the main target respondents being students in Ho Chi Minh City.
This approach allowed the author to collect data conveniently and quickly from a
diverse customer base, providing high representativeness for the research sample.
After completing data collection, the author used SPSS and AMOS software to
perform data analysis and hypothesis testing. Through the application of statistical and
analytical methods, the author gained a clearer understanding of the extent to which
factors influence students' satisfaction and intention to use online food delivery
services in Ho Chi Minh City.

Finally, the author synthesized and compared the research results with previous
studies, and then provided specific evaluations and recommendations to improve
students' satisfaction and intention to use online food delivery services in Ho Chi
Minh City.
 3.2. Data collection methods

The research aims to identify factors affecting the intention to use online food
delivery services among students in HCMC. Therefore, the primary research subjects
are students currently enrolled in universities, colleges, etc. in HCMC.

The main target group belongs to the age group of 18-22 and has experience
using online food delivery services (ordering through online food delivery
applications such as Grabfood, Shopeefood, etc.). In the survey, student subjects are
classified according to the location of the school where they are studying (schools in
the inner city area and schools in the suburban area).

The research is conducted in Ho Chi Minh City with data collection samples
taken during the period from 3/2024 to 5/2024.

The Convenience Sampling method is a non-probability sampling method, in

which the subjects are selected based on the ease and convenience of accessing and
collecting data. This is a common sampling method and is often used in survey
research or opinion polls. The characteristic of Convenience Sampling includes the
ease and convenience of accessing the subjects. The subjects are selected based on
their availability at the time of the study, helping to save time and costs in the data
collection process. This method does not require a defined sample frame or a complete
list of subjects in the study population. Instead, subjects are selected based on
convenience opportunities.

Specifically, in the research process, survey information was collected through

an online method. The application of this method offers several important advantages
while enhancing the practicality and accuracy of the information-gathering process.
The goal of using an online survey is to optimize data collection speed, provide
automated information collection capabilities, and facilitate access to a large number
of survey participants. Compared to traditional methods such as paper surveys or face-
to-face interviews, the online method is typically significantly faster. The survey was
designed on the Google Forms platform and then shared through social networks such
as Facebook, LinkedIn, Zalo, and email to reach student representatives in Ho Chi
Minh City.

This method not only enhances the efficiency and speed of data collection but
also reduces waiting time for survey participants. The ease of access and participation
via the internet also facilitates conditions for customers to participate in the survey
without having to spend much time and effort. Thus, the flexibility and convenience of
the online method play an important role in ensuring genuine participation and
feedback from customers.

3.3. Questionnaire design

Based on the SERVQUAL model theory and referring to the questionnaires of

reputable previous studies, the author will proceed to construct a preliminary
measurement scale with at least 4 observations for each variable. In this topic, the
author uses a 5-point Likert scale to measure the values of the observed variables: (1)
Strongly Disagree, (2) Disagree, (3) Neutral, (4) Agree, and (5) Strongly Agree.
Additionally, for personal characteristic variables, the author uses a nominal scale to
summarize the information.

From the preliminary questionnaire, the author conducts interviews (around 10

students) to refine the preliminary measurement scale and model if necessary. The
interview content will revolve around factors influencing satisfaction and intention to
use online food delivery services, observed variables, and evaluations of the proposed
measurement scale. The interview time ranges from 30 minutes to 1 hour. The
interview process is conducted in 5 steps, including introducing the topic and purpose,
collecting data from individual students, adjusting the questionnaire, re-discussing the
data with the subjects, and finalizing the measurement scale through group
discussions. The qualitative research process ends when the results overlap with
previous results.

Table 3.1: Observed variables

Variables Observed variables Sources

 If an error arises, online food delivery services can
quickly correct the error
Invoice or exact details are provided by online food
Kian et al
delivery services
Reliability (2022), Cheng et
Online food delivery services can help solve
al (2021)
customers' problems
The delivery person was kind and polite during the
food delivery process
Online food delivery services keep the delivery
Yang et al
promise once the order is created and confirmed
Online food delivery services deliver the exact (2022), Annaraud
food ordered and Berezina
Assurance (2020), Kian et al
Online food delivery services deliver meals quickly
Online food delivery services deliver food in exact (2022).
quantities
Delivery people are well trained and experienced
Online food delivery services have many types of
food options
The design of food stalls of online food delivery
services is visually appealing
Wafa Syahidah,
Complete booth facilities
Tangibles Zenal Asikin
Online food delivery services have quality
(2019)
delivery systems
Operating staff uniforms are clean and beautiful
Applications of online food delivery services are
effective
I received what I ordered through online food Annaraud and
delivery services Berezina (2020)
Orders placed through online food delivery services
are delivered as promised
Responsivenes Online food delivery services provide quick service
s Online food delivery services have products
presented accurately
Online food delivery services have clear
information about service delivery times for
customers
Online food delivery services offer consulting
services
Wafa Syahidah,
Online food delivery services understand customer
Empathy Zenal Asikin
needs
(2019)
Online food delivery services are patient when
dealing with complaints
Food information is regularly updated on Shahira Ariffin1,
Information applications of online food delivery services Hasman Abdul
quality
Information about prices and food products of Manan, Norsiah
 online food delivery services is accurate
Information in the application of reliable online
food delivery services
The level of information detail is moderate, not too
much and not lacking

Ahmad, Nur
Shahrulliza
Muhammad,
Fairus Hamdan
Information is presented clearly, coherently and and Nur Sabrina
easily to understand. S Kelana (2021);
I find the food prices of online food delivery Nguyen Thi
services to be reasonable Kieu Trang and
I find the food price of the online food delivery her colleagues
service to be worth the quality of the food. (2021), Chanmi
Perception of I benefit from promotions when ordering food
price value Hong and her
through online food delivery services
colleagues
(2021)
I find online food delivery services to have prices
clearly stated
I am satisfied with the quality of the food I ordered
It is right to buy food through online food delivery
services
I really enjoy buying from online food delivery Annaraud and
Satisfaction
services Berezina (2020)
My choice to buy from online food delivery
services is a wise choice
I am satisfied with the online ordering process
I will always try to use food delivery services in my
daily life.
I will plan to use these food delivery services
Intention to regularly. Annaraud and
Use Recommend to others to use the food delivery Berezina (2020)
service in the future
Using a food delivery service is one of my
favorite activities
(Source: Author summarizes)

3.4. Data analysis

3.4.1. Assessing the Reliability of the Measurement Scale

 The Cronbach's Alpha coefficient reflects the degree of correlation between
measurements, not which observed variables to remove or retain. Therefore,
"calculating the item-total correlation will help remove factors that do not
significantly contribute to describing the concept being evaluated" (Hoang Trong &
Chu Nguyen Mong Ngoc, 2005).

The criteria for assessing reliability are:

 Remove variables with an item-total correlation coefficient less than 0.3.

 An Alpha value > 0.8 indicates a good measurement scale, while an Alpha
value of 0.7 - 0.8 is acceptable. However, an Alpha value greater than 0.6
can be used for new concepts or new concepts in the research context.
 There should be no observed variable with a Cronbach's Alpha coefficient (if
the observation is removed) greater than the Cronbach's Alpha coefficient.

3.4.2. Exploratory Factor Analysis (EFA)

"Before testing scientific theory, it is necessary to assess the reliability and

validity of the measurement scale. The Exploratory Factor Analysis (EFA) method is a
quantitative method to reduce a set of correlated measurement variables into a smaller
set of variables (called factors), while still retaining most of the initial information"
(Hair et al., 2009).

To apply the EFA method, the following conditions must be met:

 Factor loading > 0.5.

 The Bartlett's test has statistical significance when the Sig. value < 0.05.
This quantity is used to examine the overall correlation of the hypotheses.
 The cumulative percentage of variance extracted must be at least 50%. This
is the percentage of variation in the observed variables that is explained by
the factors.
 All Eigenvalues must be greater than 1 to determine which factors to retain
and which to remove from the model (Gerbing & Anderson, 1998).
  The difference in factor loadings of an observed variable between factors
must be ≥ 0.3 to create discriminant validity between factors (Jabnoun & Al-
Tamimi, 2003).

5.4.3. Confirmatory Factor Analysis (CFA)

Confirmatory Factor Analysis (CFA) assesses the dimensionality of the variables

and tests whether a new sample from the same population fits the hypothesized model.
According to Hu and Bentler (1999), a model that fits the observed variables includes
the following criteria:

The Chi-square/Degree of Freedom (CMIN/df) ratio is 3 or lower (up to 5 is

acceptable).

The remaining criteria are the Comparative Fit Index (CFI) of 0.9 or higher (0.8
or higher is acceptable); the GFI of 0.9 or higher; and the Root Mean Square Error of
Approximation (RMSEA) of 0.06 or lower (up to 0.08 is acceptable). However, Chi-
square (CMIN) is sensitive to sample size; therefore, GFI is considered a good
alternative fit statistic (Brough & Frame, 2004).

In summary, the criteria for a good model fit are as follows:

 CMIN/df ≤ 3 (acceptable at CMIN/df ≤ 5)

 CFI ≥ 0.9 (acceptable at CFI ≥ 0.8)
 GFI ≥ 0.9
 RMSEA ≤ 0.06 (acceptable at RMSEA ≤ 0.08)
 TLI ≥ 0.9 (acceptable at TLI ≥ 0.8)
 NFI ≥ 0.9 (acceptable at NFI ≥ 0.8)

3.4.4. Structural Equation Modeling

The hypotheses mentioned will be tested through analysis using Amos version
24. When the data meets the requirements in CFA, the variables will be moved
according to the assumed model, and SEM analysis will be conducted to examine the
direct and indirect impacts of the independent variables on the dependent variable.
The indices to be considered include the CFA criteria mentioned earlier to test the
model fit, the standardized estimates to interpret the sign and magnitude of the
interactions, the p-values of the estimates to determine whether the relationships are
significant or not, and the R-square values to understand how well the predictor
factors predict the dependent variable.

Regarding the mediating effect, that effect can be calculated through the
approach of Baron and Kenny (1986). A mediating variable can account for all or part
of the relationship between an independent variable and a dependent variable (Baron
& Kenny, 1986), the impact can be described as follows:

Figure 3.2: Illustrate the impact of the dependent variable

(Source: Baron and Kenny, 1986)

Baron and Kenny (1986) stated four conditions for a mediating relationship:

 There is a significant relationship between the independent variable and the

mediator (path a)
 There is a significant relationship between the mediator and the dependent
variable (path b)
 There is a significant relationship between the independent variable and the
dependent variable (path c)

When both the independent variable and the mediator are regressed
simultaneously to predict the dependent variable, the previously significant
relationship between the independent variable and the dependent variable (path c) is
significantly reduced (partial mediation) or becomes non-significant (full mediation).
 To test the indirect and total effect of the predictor factor on the dependent
variable through the mediating effect, Baron and Kenny (1986) also proposed the
following calculation:

Total effect = Direct effect + Indirect effect, or using symbols:

t = c + a*b

Where:

 t is the total effect;

 a, b, c are the regression weights of paths a, b, c respectively;
 a*b is the indirect effect

3.5. Summary

Chapter 3 outlines the comprehensive research methodology employed in this study to

investigate factors influencing student satisfaction and intention to use online food
delivery services in Ho Chi Minh City. The research process consisted of two main
stages: qualitative research through expert interviews and formal quantitative research.

In the initial qualitative stage, the author identified the research problem, objectives,
and proposed a research model based on theoretical foundations and previous studies.
To ensure the reasonableness and feasibility of the model and hypotheses, the author
conducted expert interviews to refine the measurement scale and adjust the observed
variables. This process led to the development of an official measurement scale that
accurately reflects the factors influencing the research variables.

For the formal quantitative research stage, the author adopted an online data collection
method using Google Forms, targeting students in Ho Chi Minh City as the primary
respondents. This approach facilitated convenient and rapid data collection from a
diverse customer base, ensuring high representativeness for the research sample. The
data collection period spanned from March 2024 to May 2024, and the convenience
sampling method was employed.

The questionnaire design was based on the SERVQUAL model theory and previous
reputable studies, utilizing a 5-point Likert scale for observed variables and a nominal
scale for personal characteristic variables. The measurement scales included factors
such as reliability, assurance, tangibles, responsiveness, empathy, information quality,
perceived price value, satisfaction, and intention to use.

The data analysis process involved assessing the reliability of the measurement scale
using Cronbach's Alpha, followed by exploratory factor analysis (EFA) and
confirmatory factor analysis (CFA) to evaluate the dimensionality and model fit of the
observed variables. The structural equation modeling (SEM) technique was then
employed to test the hypotheses and examine the direct and indirect impacts of the
independent variables on the dependent variables, considering indices such as
CMIN/df, CFI, GFI, RMSEA, TLI, and NFI for model fit assessment. Additionally,
the mediating effect was calculated using the Baron and Kenny (1986) approach.

Overall, Chapter 3 provides a comprehensive and rigorous research methodology,

encompassing qualitative and quantitative approaches, appropriate sampling
techniques, robust measurement scales, and advanced statistical analyses. This
systematic approach ensures the reliability and validity of the findings, laying a strong
foundation for the subsequent data analysis and interpretation in the following
chapters.