| dc.description.abstract | Food ordering & delivery market via online platforms has been significant growth and
attracted numerous users in recent years; therefore, most restaurants have extended the
online operations for competitive purposes. Location, pricing and service quality
decisions are three main factors directly affecting customer purchase behaviors in this
emerging market. After exploring three factors, then transferring them into a virtual
model presenting on waiting time, pricing and rating score/ the personal experience. In
this thesis, these factors are investigated by an agent-based simulation (ABS)
considering two main agents namely customers and restaurants. Additionally, the
simulation model is built and validated compared to reality by optimizing the
expectations and benefits of agents. The results reveal that distance does not
significantly affect customer selection due to Grabfood being responsible for delivery
services. In addition, there is not much difference in shipping cost between under three
kilometers and around three to four kilometers; therefore, a prime location is not
necessary for online business. Long queueing time strongly impacts on the customer
return rate and the rating score that presents the reputation profile of restaurants. The
characteristics of the best restaurants and the others are compared that the leading ones
could adapt and deal with the uncertain situations on three factors as waiting time,
pricing and rating score/ personal experience. | en_US |
