Enhancing users’ satisfaction: revealing the key factors influencing the usage of online food delivery service applications among university students / Nur Fatin Awatif Humaidi ... [et al.]

Gastronomic Tourism: From Food to Culture, Towards A Conceptual Framework Online food delivery service (OFDS) applications are an essential medium nowadays for customers to purchase foods and beverages through their electronic devices instead of going to physical food establishments. This study aimed to determine the factors that significantly influence users’ satisfaction using the OFDS applications among university students staying in college. The factors evaluated include time-saving orientation (TSO), price saving (PS), security system (SS), information quality (IQ), and safety packaging (SP). A total of 402 responses were collected via a self-administered online questionnaire that consisted of seven main sections: respondent’s demographic information, followed by the five independent variables sections (TSO, PS, IQ, SS, SP), and the dependent variable section (users’ satisfaction). Reliability and normality tests and multiple linear regression analyses were performed. Findings showed that all the five factors evaluated in this study significantly affected users’ satisfaction with the usage of OFDS (p-value < 0.05; adjusted R 2 value: 0.689). Specifically, information quality (IQ) was found to have the most significant effect (mean standard deviation: 3.74±0.71; standardised β-coefficient: 0.268) towards users’ satisfaction with OFDS usage among university students staying in colleges. The output from this study can be used for the improvisation of OFDS applications.