CAUSAL RELATIONSHIP MODEL LOYALTY OF FOOD ORDERING SERVICE THROUGH APPLICATION OF CONSUMER IN BANGKOK AND METROPOLITAN REGIONS

Abstract

The objective of this research were to causal relationships model loyalty of food ordering service through application in Bangkok and metropolitan region and to validate the consistency of the causal relationship model with empirical data. The tools used in the research was online questionnaires. The sample group consisted of 259 peoples who have been food of ordering service through application. The statistics used in data analysis were frequency, percentage and the structural equation model were used to analyse causal relationships to find the path to the causal influence of the variables consisting of 5 variables were 1) Application Image 2) Service Quality 3) Customer Satisfaction 4) Perceived Value and 5) Loyalty.

The results of the research showed that the causal relationship model was developed in accordance with empirical data. The final was predictive coefficient of 0.95, indicating that the variables in the model can explain the variance of food ordering service through application by 95 percent. It was found that Customer Satisfaction and Perceived Value were the most influence by the loyalty of food ordering service through application in Bangkok and metropolitan regions.