EXPLORING THE DELICIOUS CONNECTION: HOW CUSTOMER SATISFACTION BRIDGES MENU DIVERSITY AND THE SUSTAINED USE OF ONLINE FOOD DELIVERY SERVICES
Patipol Homyamyen,
Waiphot Kulachai,
Khwanta Benchakhan
Abstract: This study investigates the complex interplay between menu diversity and the sustained use of food delivery services, focusing on customer satisfaction as a mediating variable. Amidst growing competition in the food delivery industry, this research aims to uncover how diverse food options can influence consumer habits and encourage repeated patronage. A questionnaire was administered to a sample of 321 food delivery service users in urban areas to collect data. The data were then analyzed using Structural Equation Modeling (SEM) via SmartPLS. The findings reveal that a diverse menu significantly enhances customer satisfaction, which in turn promotes sustained use of food delivery services. This sustained use is reflected in behaviors such as frequent ordering and increased customer loyalty. This study highlights the critical role that customer satisfaction plays in bridging menu diversity and sustained use. It also offers practical insights for food delivery companies aiming to enhance their customer retention through strategic menu planning. By aligning consumer preferences with diverse and appealing menu options, businesses can not only enhance the customer experience but also foster long-term customer relationships.
Keywords: Customer satisfaction, Food delivery services, Menu diversity, Sustained use
DOI: 10.24874/IJQR19.02-05
Recieved: 01.05.2024 Accepted: 04.12.2024. UDC:
Reads: 34 
