Loyalty of Food Delivery Service Consumers in Mueang District, Ubon Ratchathani Province
Keywords:
Loyalty of Consumers, Food Delivery ServiceAbstract
This research aims to 1. study the marketing mix and service quality affecting the loyalty of users of food delivery services in the Muang district of Ubon Ratchathani province, and 2. compare the marketing mix and service quality impacting the loyalty of food delivery service users in the Muang district, categorized by gender, age, occupation, and average monthly income. The sample group consisted of 400 general citizens in the Muang district, Ubon Ratchathani province, using a cluster sampling method. The research tool was a questionnaire. Statistical values used included frequency, percentage, average, standard deviation, multiple regression analysis, t-test, and F-test.
The research findings are as follows:
- The overall marketing mix was rated highly. When considered in detail, every aspect of the marketing mix was important, ranked from highest to lowest average score: product, distribution channels, price, physical characteristics, processes, promotion, and personnel. The overall service quality was also rated highly. In detail, every aspect of service quality was important, ranked from highest to lowest average score: reliability, responsiveness, assurance, empathy, and tangibles. Overall loyalty of the service users was high. When considered in detail, the aspects of loyalty, ranked from highest to lowest average score, were: repeat usage, decision-making process, attitude, customer satisfaction, and perception.
- The variables of the marketing mix, including product, price, and distribution channels, significantly affected the loyalty of the service users at the 0.05 level. Similarly, the service quality variables, including reliability, assurance, empathy, and tangibles, also significantly affected the loyalty of food delivery service users in the Muang district of Ubon Ratchathani province at the 0.05 level. These seven variables could predict service user loyalty by 63.2%.
- In comparing the decision-making of consumers who chose food delivery services, categorized by gender, age, occupation, and average monthly income, it was found that service users of different genders and ages had different opinions on empathy. Users with different occupations had varying opinions on reliability, assurance, empathy, and tangibles. Similarly, users with different average monthly incomes had differing opinions on assurance, empathy, reliability, and tangibles.
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