Factors influencing customer loyalty in online food ordering service in Ho Chi Minh city - The case of Now.vn
Abstract
The Internet Era has made us fast connection to the food source. In the start of recent century, online food ordering was accepted by most of consumers and food suppliers. These years, more fast food companies and transportation companies connect in this new purchasing way by using online food ordering software. It is a kind of progress at a ritual home delivery method for which consumers can get orders after calls or clicks on the screen.
The point of this research is to examine the impact of e-service quality, food quality, perceived ease of use, perceive usefulness on customer loyalty in online food ordering service, especially Now.vn. Data collecting process is conducted in Ho Chi Minh city with the participant of 300 people who experienced online food ordering service through Now.vn. Moreover, information processing is carried out by quantitative method with the supporting of SPSS 20 and AMOS 20. As the result, this research proves the significant impact of food quality, perceived usefulness on customer loyalty while E-service quality and perceived ease of use are not. In addition, the results describe the mediation role of customer satisfaction, perceived value on four factors and customer loyalty relationships.