From Clicks to Satisfaction: A Study on How Customer-Based Brand Equity Shapes Customer Satisfaction in Online Food Delivery Realm for Generation Z in Lampang Province, Thailand

Abstract

Background and Aim: The rise of online platforms, especially in the food service industry, has significantly impacted Generation Z, enhanced brand preference and loyalty and potentially affecting customer satisfaction. This research explores the impact of customer-based brand equity on customer satisfaction with online food delivery applications for Generation Z in Lampang Province, Thailand. Materials and Methods: This study focuses on a quantitative approach to investigate the relationship between customer satisfaction and brand awareness among Generation Z users of online food delivery applications in Lampang Province, Thailand. A sample size of 400 users was chosen. Data was collected using accidental and convenient sampling techniques, with an online questionnaire as the most suitable instrument. The questionnaire was designed with five key variables and tested for internal consistency using Cronbach's alpha coefficient. A multiple regression analysis was performed to understand the influence of the independent variables on the dependent variable, customer satisfaction. Results: The study uses enter method regression analysis to explore the relationships between four hypotheses on customer satisfaction in online food delivery applications for Generation Z in Lampang Province, Thailand. With these factors accounting for about 63.90% of the variance, the findings demonstrate a positive impact of brand awareness, association, loyalty, and perceived quality on customer satisfaction. Conclusion: The results show a positive impact of brand awareness, association, loyalty, and perceived quality on customer satisfaction. Implementing these suggestions can enhance customer satisfaction and competitiveness in the online food delivery market for Generation Z in Lampang Province, Thailand.