PROGRAMME : Bachelor Business Administration (Hons)

SEMESTER : BADB3024 - Research Methods

LECTURER: Dr Sharrifah binti Ali

Name Matric. Number

KIRUBAGHARAN SIVANADHAM MC201012529
KOH WAI LING MC201012652
KALAIMAGGAL AP KRISHNAKUMAR MC201012651
VHINISHAH AP VIJAYANATHAN MC201012490
CHIN HUEY MUN MC210914318
DARSSHINI DHANESEELAN MC210914341
Research Topic:

Satisfaction of meal delivery via third party

Increasingly, Malaysians are not willing to cook and many are not willing to go
out to eat. They have now an abundance of choice to order their meal delivered
to them. Some restaurants have their own delivery service but increasingly
Malaysians are turning to meal logistics service to order their food. What
intrinsic, extrinsic and contextual factors influence the satisfaction level of meal
delivery service via third party?
 CHAPTER 1:
INTRODUCTION
Abstract

Online meal deliveries show how successfully a company meets client needs. Client
satisfaction is a key indicator of service quality, cost, and timeliness. Time, climate,
the current circumstances, and other things affect customer pleasure. Delivery, price,
and time must be addressed to enhance customer satisfaction. Our survey identified
the most popular service delivery provider and the true demographic profile and
market segments for this service. An online questionnaire collected data for this
quantitative investigation. This study found that independent factors significantly
affect online meal delivery service satisfaction. Younger people and working adults
are more inclined to adapt to new technology, therefore they may prefer this service.
This survey found that internet food delivery customers like its ease. Some market
niches are more open to new technology and services.

Keywords: Customer Satisfaction, Delivery Service, Time, Price, Food Delivery.

Acknowledgment

We praise God for giving us the time and energy to finish our Research Report for the
Research Methods component of our assignment (BADB3024). We'd like to thank our
parents for supporting us as a group while writing our study report. This task
required multiple people from different backgrounds to collaborate. First, under our
lecturer Dr. Sharrifah Binti Ali, who has helped us finish this assignment. She taught
us essential things. This task need her help. The squad includes Darsshini, HM Chin,
Vhinishah, Kalaimaggal, WL Koh, and Kiru. Everyone contributed and worked
collaboratively throughout the process. Finally, we thank everyone who contributed
to this effort, whether directly or indirectly. We should thank everyone who helped
us achieve our goal.
Introduction

This chapter gives a historical context for studies on customers' satisfaction with
food quality and freshness now that many Malaysians prefer meal delivery services
to cooking or eating out. Now there are many restaurants and menus for supper
delivery. Even while some restaurants deliver, many Malaysians use third-party
meal logistics firms. This study's goal is to accommodate the research objectives,
purposes, questions, and scope, which focus on Malaysian working adults, as well
as any constraints. The study's small sample size, narrow focus, lack of relevant
prior research, poor data collection, and poor outcomes limit it.
Background of the Study

This study uses Malaysia's online food business sector to identify the elements
that affect client satisfaction with their service providers. Online meal delivery
improves order accuracy, reliability, and customer satisfaction in a competitive
market. Businesses can grow by forming strategic partnerships with food
delivery services like GRAB, Food Panda, SHOPPE FOOD, and others. Service
companies must provide excellent customer service to stay ahead of the
competition. Fernandes and Calamote (2016) also found that unjust prices
decreased the likelihood of a client recommending a company. This study
examines how customer satisfaction affects employed people's online food
delivery service choices.
Problem Statement

The survey examines consumers' satisfaction with the app's meal ordering,
preferences, and other features. The study found that online firms struggle most
with too many orders, slow responses to customer inquiries, and too many customer
interactions. Food delivery services in Malaysia may face weather- and country-
specific issues during the rainy season. This study studies service excellence and
happiness in Malaysia's online meal delivery market to fill a knowledge vacuum
caused by the sector's rapid expansion.
The following are the study's objectives:

RO1 Examine the Purchase Intention of customer to use Food Delivery Service.

RO2 Examine the Product impact on customer satisfaction with online meal delivery
services.

RO3 Examine the Price impact on consumer satisfaction with online meal delivery
services.

RO4 Examine the Location / Place impact on consumer satisfaction with online meal
delivery services.

RO5 Examine the customer satisfaction using online food delivery apps / services
Based on the outlined objectives of the research, the research question that need to
be addressed are as follows:

RQ1 Purchase intent refers to a customer's willingness to purchase a specific item or

service.

RQ2 Products Available in Food Delivery App that meet Customer Satisfaction.

RQ3 Price influence on the customers towards online food delivery apps /
Services.

RQ4 Place / Location of Food Provider in Food Delivery Service Apps influence the
customer satisfaction.

RQ5 Does the customer satisfied using online food delivery / services.
Significance of Study

This research will help online food delivery companies make better decisions to
delight customers. This study identified the most important characteristics for a
successful customer experience in the fast growing online food delivery industry.
This knowledge will help local businesses provide high-quality service to attract and
retain customers. Since the previous business paradigm has shifted toward
digitization and business is being done online to meet customer expectations,
enough study must be done in this rapidly expanding new industry to teach business
owners how to provide high-quality service. These guidelines can help internet meal
delivery companies satisfy clients. These research will help online meal delivery
business owners serve their ideal customers and improve the industry's service,
resulting in increased customer satisfaction.
Scope of Studies

Respondents will be mostly Malaysian working adults. All working people in 15

states, including Sabah and Sarawak, are surveyed. We created and sent
Google Form surveys to participants for this study. The study process uses
organized questionnaires with standardized questions.
Definition of Terms

• E-Commerce - is the online exchange of products and services.

• Online Food Delivery - enables your company to accept and handle online orders for
delivery or takeaway. Customers use an app or website to explore a digital menu and
place and pay for their order online.

• Customer Satisfaction - a metric used to assess how satisfied customers are with a
company's products, services, and capabilities. Customer satisfaction data, such as surveys
and ratings, can assist a firm in determining how to enhance or adjust its products and
services.

• Purchase Intent - this is a measure of a shopper's proclivity to purchase a product or

service. It is defined as "the sum of cognitive, affective, and behavioral attitudes toward
the adoption, purchase, and usage of a product, service, idea, or specific behavior."

• Product - anything or service sold to meet a customer's need or desire. They can be
both tangible and virtual. Durable things (such as automobiles, furniture, and computers)
and nondurable items are examples of physical products (like food and beverages).
Summary of Chapter 1

Businesses can grow by partnering with food delivery services like GRAB, Food
Panda, SHOPPE FOOD, etc. Malaysian researchers will examine how delivery time,
cost, and quality affect customer satisfaction. E-commerce occurs exclusively
online. To keep clients happy, you must listen, adapt, and deliver excellent service.
 CHAPTER 2:
LITERATURE REVIEW
2.0 Introduction

 Defined the terms, provided our findings, and discussed the appropriate
measurement of variables which are purchase intention, products and price,
place, and satisfaction using online food delivery apps and services.
 Created a theoretical framework to more effectively illustrate the factors
that had been addressed based on the research that had been done.
 The consideration of hypotheses regarding the correlation between the
dependent variable and independent variables are also included.
 Objective: To determine what elements are influential on the satisfaction of
meal delivery via third party among working adults.
2.1 Definition, Findings
and Measurement of
variables
2.1.1 Dependent Variable: Satisfaction using
online food delivery apps and services

 According to Lahap et al., a customer is satisfied when all of their demands, including needs,
wants, and goals, can be met.
 Evaluating customer happiness is a personal matter. Customers are also satisfied when their
experiences exceed their expectations.
 Degree of customer satisfaction increases when waiting times are shorter than anticipated,
and food service providers should place a high priority on reducing waiting times to satisfy
customers.
 The evaluation of a customer's satisfaction level may include negative, positive, and/or
indifferent feelings based on their own experiences with the product or service.
 One of the main responsibilities of online meal delivery services is to please the consumer to
keep them as customers in the future. One of the internal attitudes that affects everyone,
whether they are satisfied or not with the services delivered is customer satisfaction.
 Positive and negative disconfirmation are the two different levels of customer satisfaction.
2.1.2 Independent Variable 1:
Purchase Intention
 Understanding consumers' purchasing intents may help companies in market
research and product or service improvements that can increase sales and
enhance profits.
 Consumers' trust in websites immediately and favourably influences their
intention to make a purchase, according to Schlosser et al.
 Chakraborty made the argument that customer purchasing intentions are
ultimately influenced by brand awareness and perceived value. Chang and
Chen confirmed that website brands and quality had an impact on consumers'
perceptions of risk and their willingness to make purchases (Chen, Liang,
Liao, & Kuo, 2020).
 Thamizhvanan and Xavier made the point that customers' buying intents are significantly
influenced by their past online buying habits and level of trust.
 Consumers' perceived risks, particularly the social risk, have a significant negative impact on
their intentions to make online purchases, according to Ariffin et al.
 Information from outside sources, including professionals, academics, and the media, also has
an impact on customers' intents to make purchases.
 This study will provide some insight on some of the many aspects that may influence a
customer.
2.1.3 Independent Variable 2: Products
and Price
 Putting food on the table may sometimes be a substantial burden for
consumers as they lead busier professional and personal life. Fortunately, the
rapidly expanding world of e-commerce has finally reached the food industry,
bringing with it the convenience and speed of online ordering and delivery
services.
 Food delivery services now give customers access to a wide range of food
products and prepared foods with a simple tap of their smartphone.
 Many experienced food delivery service operators are creating systems and
processes to track delivery service activities and other variables impacting
food quality and safety to ensure the quality and safety of delivered food.
 As restaurants attempt to offset rising labour and food costs, prices in January reached their
highest level in forty years. Prices have increased by more than 6% over the previous year.
 According to a recent survey by IT provider Paytronix, restaurants often mark up their menu
pricing on delivery aggregators by over a quarter (24%) in comparison to the prices on their own
websites. That is an increase in menu prices of four times the normal rate.
 Fast-food restaurants are more likely to do this than full-service restaurants (14% vs. 27%
reporting they hike pricing for delivery).
 Some customers appear to be turned off by the higher rates.
 Paytronix reports that since early 2020, 63% of diners have not used a third-party delivery
service. More than a quarter of respondents said it's just too expensive, and 4 out of 10 said it's
because they don't want to pay delivery costs.
2.1.4 Independent Variable 3: Place

 According to a survey by data analytics platform KalaGato.

 Swiggy has a market share of 36.40 percent as of the first half of 2018
 FoodPanda was a close second with a share of 32.02 percent.
 Zomato has a 23.78 percent market share.
 Despite having a smaller market share, Zomato has established itself
internationally by being available in more than 300 locations (Pattnaik, 2019).
 Time and distance are crucial factors in a variety of delivering activities.
 Location data to assist their customers in searching for or discovering new
restaurants in their area.
 There are several calculations involved in this, including the travel time and
distance between the delivery person's current position and the restaurant.
2.2 Theoretical Framework Figure

Figure 2.1 Theoretical Framework

2.2.1 Theoretical framework

 The foundation of this study's theoretical framework is how purchase

intention, products and price, place affect customer satisfaction using online
food delivery apps and services.
 As shown in Figure 2.1, dependent variable is customer satisfaction using
online food delivery apps and services, while independent variable is
purchase intention, products and price, place.
 Study on users’ spending habits indicates most of their spending methods on
meal based on the area and ages of users.
2.3 Hypotheses Statement

 H1: That is a significant relationship between purchase intention and

satisfaction on using food delivery service.
 H2: That is a significant relationship between product and price and
satisfaction on using food delivery service.
 H3: That is a significant relationship between place and satisfaction on using
food delivery service.
2.4 Summary

 Based on users’ spending habit on how much they prefer to order foods
through delivery applications or dine in.
 The factors affecting it are purchase intention, products and price, place.
Whether they prefer to dine-in to enjoy the restaurant service and
environment, or they prefer to order food delivery just to have meals at home
with peace of mind.
 CHAPTER 3:
RESEARCH METHODOLOGY
3.1 Introduction
 This chapter consists of 10 sections starting with 3.2 and
describes the study design. Section 3.3 and 3.4 , which
follows, describes populations and sampling techniques.
The further 3.5 consists of the unit of analysis . On the
section 3.6 is discusses data collection procedure , section
3.7 is instrument , section 3.8 is ethical consideration and
followed by section 3.9 is the chapter of summary .
3.2 Research Design

 Study design is a common tactic used to integrate the

various components of research in a coherent and logical
way. We used quantitative studies. In this part, we
discussed the population, sample size and method, and
unit of analysis from the Google Forms online survey, and
understood that the root cause of the problem is the
spending habit factor that influences the chosen survey
method.
3.3 Population

 The term "population" refers to the total collection of individuals,

occasions, or interesting objects that the researcher wants to study.
If the population has a finite number of components that can be
counted as their whole, then it is said to be finite.
3.4 Sample/size Technique
A research study's sample size should have sufficient
power and significance to give the researchers the
assurance that the study's results cannot be
attributable to chance variations in the population of
interest. To evaluate the factors that affect working
adults ongoing intention to adopt meal ordering
applications, this research study sampled 52 working
adults students from the general population of all
working adults
3.5 Unit of Analysis

 The research question will decide the unit of analysis for

this study. Individual students are the analytical unit in
this study. As a result, each working adult will provide
information for this research project
3.6 Data collection procedure

 In comparison to other methods, questionnaires may be a

more time- and money-efficient way to evaluate the
behaviors, attitudes, preferences, and viewpoints
regarding the spending habits of a sizable number of
participants. Our team circulated the google form-based
questionnaires over social media.
3.7 Instrument

 Demographics, independent factors, and dependent variables are all

included in the questionnaires that serve as the measurement tools for
this study's quantitative analysis. Softcopy was used to disseminate the
questionnaires. The questionnaire has been divided into 6 sections :
Section A , Section B , Section C , Section D , Section E and Section F .
In section A the respondents are required to choose . There are total of
32 items that need to answer by the respondents . For section A we
provide them a,b,c and d , for section B , Section C , Section D ,
Section E and Section F , we have provide them scale like strongly
disagree, somewhat disagree, neither agree or disagree , somewhat
agree and strongly agree . Refer to appendix for the full survey
3.8 Ethical Consideration

 The conducting of analysis necessitates not solely experience and dedication,

but also honesty and integrity. this can be exhausted in order to acknowledge
and defend human subjects‟ interests. The rights to self-determination,
anonymity, confidentiality and informed consent were all determined so as to
form this study ethical.
3.9 Chapter of summary

 To summarize, the aim of this study is to spot the factors influencing of

looking style, lifestyle, monetary acquisition among working adults . This
study uses associate degree exploratory approach to analyze the link between
freelance variables and dependent variables. the categories of researchers
employed in this study are lowest compared to the traditional flow of work.
Moreover, this research is conducted in a very non-contrived setting wherever
work issue normally. This research unit of study is individual, within which
the information collected from every individual are treated as a private
sample. Furthermore, the sampling technique this analysis uses is non-
probability sampling at no further cost, and therefore the sample size of
working adults
CHAPTER 4:
DATA ANALYSIS
4.0 Introduction

No. of No. of No. of Total Percentage

Population Sample Size unreciprocated Analysis
surveys
52 52 - 52 100%
4.1 Demographic Analysis
1. Gender 3. Area of living

2. Age
4.1 Demographic Analysis
6. Preferred
4. Amount Spend on Foods Food Delivery Service

5. Amount spend on
Food Delivery Service
Descriptive Statistics of Demographic.
Gender Age Location Price range Price range Preferred
spend on spend on Food Delivery
food delivery Service App

N Valid 52 52 52 52 52 52
Missing 0 0 0 0 0 0
Mean 1.54 2.60 6.02 2.92 1.85 1.85
Median 2.00 3.00 5.00 3.00 2.00 2.00
Mode 2 2 5 5 1 2
Std. Deviation .503 .846 2.314 1.519 .978 .751
Variance .253 .716 5.353 2.308 .956 .564
Minimum 1 1 2 1 1 1
Maximum 2 4 13 5 5 5
Sum 80 135 313 152 96 96
 Cronbach’s alpha Internal consistency
α ≥o.8 Excellent
4.2 Cronbach’s Reliability o.7 ≤ α < o.8 Good
o.6 ≤ α < o.7 Acceptable
Independent Variable No.1: Purchase Intention
o.5 ≤ α < o.6 Questionable
α < 0.5 Unacceptable

RELIABILITY STATISTICS RELIABILITY STATISTICS

CRONBACH’S ALPHA N of Items CRONBACH’S ALPHA N of Items

0.590 6 0.604 5

SCALE STATISTICS SCALE STATISTICS

MEAN Variance Std. Deviation N of Items MEAN Variance Std. Deviation N of Items
12.46 12.606 3.551 6 9.75 9.799 3.130 5
 Independent Variable No.3: Price
4.2 Cronbach’s Reliability RELIABILITY STATISTICS
CRONBACH’S ALPHA N of Items
0.550 5
Independent Variable No.2: Products
SCALE STATISTICS
RELIABILITY STATISTICS
MEAN Variance Std. Deviation N of Items
CRONBACH’S ALPHA N of Items
9.04 8.077 2.842 5
0.750 6

SCALE STATISTICS
RELIABILITY STATISTICS
MEAN Variance Std. Deviation N of Items
CRONBACH’S ALPHA N of Items
11.75 13.132 3.624 6
0.713 4

SCALE STATISTICS
MEAN Variance Std. Deviation N of Items
6.15 6.290 2.508 4
4.2 Cronbach’s Reliability
Dependent Variable No.4: Food Delivery
Independent Variable No.4: Place
Service App User Satisfactions

RELIABILITY STATISTICS RELIABILITY STATISTICS

CRONBACH’S ALPHA N of Items CRONBACH’S ALPHA N of Items

0.756 5 0.787 5

SCALE STATISTICS SCALE STATISTICS

MEAN Variance Std. Deviation N of Items MEAN Variance Std. Deviation N of Items

6.79 6.641 2.577 5 7.58 8.406 2.899 5

4.3 Normality Test

  KOLMOGORAV-SMIRNOVΑ SHAPIRO- WILK

  Statistic df Sig. Statistic df Sig.
PURCHASE .085 52 .200* .980 52 .521
INTENTION

PRICE .236 52 <.001 .8897 52 <.001

PLACE .256 52 <.001 .737 52 <.001
PRODUCT .088 52 .200* .966 52 .139
APP USER .226 52 <.001 .820 52 <.001
SATISFACTION
4.4 Correlation Statistics

Correlations
    Purchase Intention Product Price Place User Satisfaction

Purchase Pearson Correlation 1 .715** .194 .214 .303*

Intention
Sig. (2 - tailed)   <.001 .167 .127 .029

N 52 52 52 52 52
Product Pearson Correlation .715** 1 .420** .404** .619**

Sig. (2 - tailed) <.001   .002 .003 <.001

N 52 52 52 52 52
Price Pearson Correlation .194 .420** 1 .462** .623**

Sig. (2 - tailed) .167 .002   <.001 <.001

N 52 52 52 52 52
Place Pearson Correlation .214 .404** .462** 1 .691**

Sig. (2 - tailed) .127 .003 <.001   <.001

N 52 52 52 52 52
User Pearson Correlation .303* .619** .623** .691** 1
Satisfaction Sig. (2 - tailed) .029 <.001 <.001 <.001  

N 52 52 52 52 52
4.5 Overall Hypothesis

HYPOTHESIS RESULT
H1 : There is a significant relationship between purchase  
intention and satisfaction on using food delivery Accepted
service.
     
H2 : There is a significant relationship between product,  
price and satisfaction on using food delivery service. Accepted
     
H3 : There is a significant relationship between place and  
satisfaction on using food delivery service. Accepted
4.6 Chapter Summary

 Chapter 4 addresses the conclusions of data analysis done on previously gathered raw data
using surveys given in digital formats utilizing the Google Doc platform.
 The retrieved raw data is then examined using IBM's SPSS statistical software to meet the
goals of this study.
 The abstract and interpretation of each test result produced by the SPSS software system
are displayed and discussed in each subsection of this chapter.
 Among the tests used to accomplish the goal of this study are the reliability test, the
normalcy test, and the correlation test.
CHAPTER 5:
DATA ANALYSIS
Introduction

This study identifies factors that affect food delivery service

customer satisfaction. This study randomly assigned
Google Form survey questions to media outlets. SPSS
software analyses digital data to support the literature
review hypothesis. This chapter evaluates the study's limits
and ramifications and proposes solutions.
Summary of overall results

5.1.1 – Demographic information of respondents

52 participants were asked regarding gender, age, location, food spending, meal delivery spending,
and favorite meal delivery company.53.8% women, 46.2% males.

Age: 40.4% are 22-30, 36.5% 31–40, and 41–50.

Low participation recorded Perlis, Pahang, and Malacca from frequency study exceeding 15.4%. KL-
Sell contributes 71.2% and other states the rest.

25.0% of 52 spent over RM 500 on food

1% is RM201–300.
3% RM301-RM400.
5% of RM400-RM500.
Summary of overall results

Customer satisfaction and food delivery are linked, according

to the findings. This study accepts H1 since the correlation
was.783 and the connection was significant at P = 0.01.Work
environment affects job satisfaction, supporting the second
hypothesis. Correlation is.795. This study accepts H2 because
the connection was significant at P = 0.01.This study accepts
H3 since the correlation value is.904 and the P value is 0.01.
Food delivery is important.
Implication of study

This study found that purchase intention, product, cost, and

location affect consumers' enjoyment of online meal delivery
apps. If a person appreciates and finds significance in their
food, they are more likely to utilise the meal delivery service
again and for a long time. Other variables may make
customers happy besides the characteristics reviewed. To
enhance deliver app use, you must understand client delight
variables.
Limitation of Studies

Malaysians from all states were asked to participate in this

survey. Taking samples from 52 respondents increases
variability, which may influence the survey's conclusions.
Prejudice usually stems from inaction. This happens when
some survey participants are unable to participate. Quantitative
approach findings lack specificity since they employ number
replies. As a result, there is significantly less visibility into the
brains of the targeted respondents, which may include vital
background information.
Suggestion and recommendation

According to the findings of this research, the variables that

were discussed before have a significant impact on the
degree to which customers are satisfied when using meal
delivery services. However, throughout the course of this
study, significant holes in knowledge were uncovered. In
order to close the gap, additional research should be
carried out, and the following suggestions and
recommendations should be taken into consideration for
any future research. Especially in sample size, location and
target sample, Methodology, Data Collection
Chapter Summary

Malaysian professionals increasingly order meals. Malaysians adore delivery.

Partnerships boost GRAB, Food Panda, SHOPPE FOOD, and others.
Prioritize customers. Successful service providers priorities customer
satisfaction. Why? Service is appreciated. Malaysians evaluate consumer
satisfaction. Few respondents highlighted working people ordering food online
affecting consumer happiness. The poll found online stores cannot match
client demand. Internet innovation hasn't improved shipping. Customers
appreciate listening, adjusting, and servicing. This study examines Malaysians'
online food delivery service satisfaction. Online shipping is risky. Rainy season
traffic and weather may delay Malaysian food delivery. This study examines
how rapid meal delivery firms satisfy customers. Improved dinner delivery
online. Happy customers. online orders. Restaurants and delivery cost
differently. Features, pricing, location, and buying intent matter. Or takeout.
Google Doc surveys. IBM SPSS analyses raw data in this inquiry. SPSS test
summaries and interpretations are covered here. The study needs reliability,
normality, and correlation.