Factors Influencing the Decision to use Food Delivery Service Through Electronic Media in Nakhon Pathom Province

Abstract

This article presented information about the development of the service marketing mix of the food delivery service business through electronic media. The purposes of this study were to study: 1) the service marketing mix factors influencing the decision to use food delivery services through electronic media; and 2) the guidelines for the development of the service marketing mix in food delivery services through electronic media. Use mixed-methods research. The sample consisted of 385 consumers who used food delivery services through electronic media in Nakhon Pathom Province. Key informants were five entrepreneurs who provide food delivery services through electronic media in Nakhon Pathom province, using purposive selection. There were 2 types of research instruments, which were: 1) a questionnaire; and 2) an interview form. Descriptive and inferential statistics were used in quantitative research. A qualitative research approach was used to analyze the content. The results showed that: 1. place (β=0.163), promotion (β=0.160), people (β=0.185) and physical evidence (β=0.403) factors had a statistically significant influence on the decision to use food delivery service through electronic media in Nakhon Pathom Province. 2. Service marketing mix development guidelines are divided into two parts: food delivery operators should focus on products and prices. As for food delivery business platform providers, they should pay attention to place, promotion, food delivery staff development, improved service processes, and developing an application in service. Findings from this research will benefit food delivery operators through electronic media and food delivery business platform providers in developing a service marketing mix strategy.