|Research Article:||Factors Affecting Consumer’s Loyalty in Food Delivery Application Service in Thailand|
|Author:||Tanakorn Limsarun, Ampol Navavongsathian, Busaya Vongchavalitkul, Nantaporn Damrongpong
|Department/Faculty:||Master of Business Administration, Siam University, Bangkok 10160|
|Published:||The Journal of Asian Finance, Economics and Business, Volume 8 Issue 2 / Pages.1025-1032 / 2021|
Limsarun, T., Navavongsathian, A., Vongchavalitkul, B., Damrongpong, N. (2021). Factors Affecting Consumer’s Loyalty in Food Delivery Application Service in Thailand. Journal of Asian Finance, Economics and Business, 8(2), 1025–1032.
The study investigates factors affecting the loyalty of Food Delivery Application (FDA) service in Thailand. This study employs quantitative research methodology with a non-probability sampling method to draw 510 FDA samples from the FDA users in Thailand. The online questionnaires with a Cronbach’s alpha coefficient of 0.886 were used as a research tool to collect data from samples. By using the Structural Equation Modeling (SEM) to analyze data, the results show that trustworthiness, social influence, system design, and task-technology fit affect the user’s technology acceptance, which also show the significant relationship with the loyalty of FDA users in Thailand. The study checks the harmony with the statistics; χ2 = 258.686, df. =160, χ2/df. = 1.616, p-value = 0.050, CMIN/DF = 1.616, GFI = 0.960, AGFI = 0.969, TLI = 0.953, CFI = 0.965, RMSEA = 0.047, significant level at 0.05, along with testing the weight factor. In conclusion, the research model was harmonious with the empirical data at the significant level 0.05. The finding of this study suggested that the FDA service provider might apply this research finding to develop a greater understanding of the FDA’s customer loyalty, as well as determine marketing strategies, identify opportunities, and create a competitive advantage in the future.
Keywords: Food Delivery Application, Trustworthiness, Social Influence, Task-Technology Fit, Technology Acceptance Model.
Factors Affecting Consumer’s Loyalty in Food Delivery Application Service in Thailand
Graduate Schools of Master of Business Administration, Siam University, Bangkok, Thailand