Social influence as a driver of online food delivery satisfaction: evidence from Kuala Terengganu, Malaysia

The rapid growth of online food delivery service (OFDS) has transformed Malaysia’s foodservice industry, particularly in secondary cities such as Kuala Terengganu. While convenience and promotional deals are often highlighted as the drives for its adoption, the role of social influence in shaping customers’ satisfaction remains underexplored. This study evaluates customer satisfaction with OFDS by examining three determinants: social influence, online deals, and time-saving orientation among consumers in Kuala Terengganu, Malaysia. Using a quantitative design, data were collected through an online survey of 375 respondents and analysed using SPSS 27, applying descriptive statistics, reliability testing, Pearson correlation, and multiple regression. The results indicate that social influence is the strongest and only significant predictor of customer satisfaction, whereas online deals and time-saving orientation, though valued, do not significantly determine satisfaction. These findings suggest that in culturally cohesive communities, interpersonal trust and peer endorsement outweigh transactional incentives and efficiency. Theoretically, the study contributes to consumer satisfaction models by embedding social dynamics within digital service evaluation. Practically, it highlights the need for OFDS providers to prioritise social proof mechanisms—such as reviews, referrals, and influencer engagement—while maintaining competitive deals and delivery efficiency. This research extends the understanding of OFDS satisfaction in Malaysia and offers insights for both scholars and practitioners seeking to enhance customer experience in digital foodservice market.