https://so04.tci-thaijo.org/index.php/jar <p>Journal of the Association of Researchers Humanities and Social Sciences. With the objective of disseminating research articles or academic articles that are new knowledge in the humanities and social sciences Into action and use for the benefit of the people And society continues have aim and scope :</p> <p>1. Business and International Management<br />2. General Arts and Humanities<br />3. General Social Sciences<br />4. Education<br />5. Tourism, Leisure and Hospitality Management</p> Association of Researchers of Thailand en-US Journal of the Association of Researchers 3056-9141 <p>บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"</p> https://so04.tci-thaijo.org/index.php/jar/article/view/283120 <p>The online food and beverage delivery industry in Thailand has become increasingly competitive, driving platform providers to continuously upgrade their systems and implement strategies that address customer demands and strengthen competitive positioning. Enhancing electronic service quality has emerged as a pivotal priority in this context. This study investigates key dimensions of e-service quality influencing repeat usage of online food and beverage delivery applications among consumers in Bangkok’s central business district (CBD). Data were collected through a structured questionnaire administered to application users in the CBD, resulting in 328 valid responses, representing a response rate of 85.41%. The dataset was analyzed using descriptive statistics, while hypotheses were tested through multiple regression analysis. The results demonstrate that application efficiency, fulfillment, and customer support exert a significant and positive influence on repeat usage behavior (<em>p</em> &lt; .05). In contrast, system availability, privacy protection, responsiveness, and compensation were found to be statistically insignificant predictors of repeat usage (<em>p </em>&gt; .05). These findings underscore the importance of operational efficiency, reliability, and customer assistance in fostering user retention within highly competitive digital service platforms.</p> Nattapat Manirochana Copyright (c) 2025 Nattapat Manirochana https://creativecommons.org/licenses/by-nc-nd/4.0 2025-10-16 2025-10-16 30 4 1 20