| dc.description.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. | en_US |
