Factors That Influence Customer Satisfaction with Online Food Delivery (OFD) Services: A Case of 3-Star Hotel in Pahang, Malaysia

Abstract

The food delivery market in Malaysia has witnessed significant profitability, attracting various companies, including hotels, to venture into online food delivery services amid the global COVID-19 pandemic. In this context, a 3-star hotel in Pahang, Malaysia implemented food delivery services to bolster its food and beverage department’s profitability, presenting an intriguing case. This study aimed to identify the key factors influencing customer satisfaction with online food delivery (OFD) services. As a result of surveying 145 customers who utilised OFD services and employing statistical methods, namely descriptive statistics and multiple regression analysis, the analysis of collected data revealed five factors influencing customer satisfaction: price, service quality, type of payment, type of promotion, and variety of food. However, only four factors significantly impacted customer satisfaction with OFD services. Notably, the type of promotion emerged as the most influential factor, followed by the variety of food, prices, and types of payment. Interestingly, service quality did not have an influence on customer satisfaction within the context of OFD services. These findings have significant implications for businesses in the OFD industry, providing valuable insights to enhance customer satisfaction and cultivate customer loyalty. This study concludes by offering recommendations to businesses and suggesting potential areas for future research in this domain.