The Relationship Between Customer Satisfaction And Customer Loyalty Towards Food Ordering App In Vietnam: A Case Study Of Shopeefood

Abstract

In the current Vietnamese business landscape, there's a noticeable trend among companies to digitize their products and services, aligning with the strong preference of Vietnamese consumers for online interactions. This inclination was particularly emphasized during the Covid-19 pandemic, where there has been a significant increase in the demand for online services. Notably, consumer behavior in Vietnam has shifted towards a clear preference for online food ordering applications, departing from the traditional method of placing orders via phone calls. This research aims to examine the complex relationship between eSERVQUAL (electronic Service Quality) factors and customer satisfaction and loyalty in the context of food ordering applications in Vietnam. Focusing on the HCMC area, ShopeeFood is used as a relevant case study. The research model, based on the eSERVQUAL framework, includes five key factors: application design, reliability, responsiveness, trust, and personalization. The primary goal is to find out the impact of these factors on customer satisfaction, which could lead to customer loyalty. Methodologically, data were systematically collected from 300 respondents in HCM City who utilized the ShopeeFood mobile application for food orders. In conclusion, the study conscientiously outlines its methodological constraints, providing considerations for future research. Furthermore, it offers practical recommendations to ShopeeFood, utilizing practical insights to enhance and strengthen customer loyalty in the ever-changing world of online food service industry.