Key Factors Influencing Customer Satisfaction and Intention to Reuse Food Ordering Apps

Thuy Ngoc Lam, Tuan Khanh Vuong and Siem Thi Tran
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Thuy Ngoc Lam: University of Finance – Marketing, https://orcid.org/0000-0002-1937-6505
Tuan Khanh Vuong: HUTECH University, https://orcid.org/0000-0003-1364-6831
Siem Thi Tran: University of Finance – Marketing, https://orcid.org/0000-0001-9141-1590

Management Dynamics in the Knowledge Economy, 2023, vol. 11, issue 2, 152-169

Abstract: This empirical study aims to identify and evaluate the crucial factors that influence customer satisfaction and their intention to reuse a food ordering app (FOA) in Ho Chi Minh City (HCMC), Vietnam. A data sample of 413 observations from customers who used the FOA was used to test hypotheses using a quantitative technique and a structural linear model. The results indicated that among the four key factors, performance expectancy, price value, and online reviews had direct and indirect effects on customers’ continued intention to use the FOA. By contrast, hedonic motivation only had an indirect effect. Satisfaction level was the mediating factor that affected customers’ continuance intention. This study provided insights into the online service and how the key factors affected customers’ satisfaction level towards the intention to reuse the FOA. When the management of the online providing service improves the key factors – performance expectancy, hedonic motivation, price value, and online reviews – they will improve the level of satisfaction towards the intention to reuse the FOA of customers in HCMC. The management of food companies should refer to this research model for restructuring and improving their business to satisfy the needs and wants of their target customers in the competitive market.

Date: 2023
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