FACTORS INFLUENCING SATISFACTION IN ORDERING FOOD ON ONLINE APPLICATIONS OF CONSUMERS IN MUEANG NAKHON RATCHASIMA DISTRICT NAKHON RATCHASIMA PROVINCE

Abstract

This research article aims to: 1. examine marketing mix factors influencing consumer satisfaction in Mueang Nakhon Ratchasima District, Nakhon Ratchasima Province, and 2. investigate consumer behavior in ordering food through online applications. A quantitative research approach was employed using a questionnaire to collect data from a sample of 400 respondents selected through purposive sampling. The research instrument demonstrated acceptable levels of validity and reliability in accordance with standard criteria. Statistical analyses included percentage, mean, standard deviation, t-test, one-way analysis of variance (ANOVA), and Scheffé’s post hoc test.

Findings were as follows: 1. overall marketing mix factors (7Ps) were perceived at a high level, with the product dimension showing the highest mean score, followed by people and process, respectively. However, hypothesis testing revealed that price and promotion had a statistically significant positive effect on consumer satisfaction at the 0.05 level, whereas physical evidence and process exerted a negative effect. Product, place, and people were found to have no statistically significant influence on consumer satisfaction, and 2. Regarding consumer behavior, most consumers ordered food 3–4 times per week, preferred single-dish or made-to-order meals delivered to their residences, and most frequently placed orders during 12:01–18:00. GrabFood was identified as the most popular application, and consumers themselves were the most influential factor in the decision-making process. The findings suggest that although consumers place importance on product quality, the factors that effectively enhance satisfaction are price value and promotional offerings. The negative influence of process may be attributed to excessive complexity in ordering procedures, which reduces convenience. Based on these findings, it is recommended that online food delivery service providers focus on developing attractive pricing and promotional strategies while simplifying application processes to further enhance consumer satisfaction in the study area.