จุดสัมผัสประสบการณ์ลูกค้าที่ส่งผลต่อความตั้งใจใช้ บริการซ้ำในธุรกิจจัดส่งอาหารบนแพลตฟอร์มออนไลน์ ในกรุงเทพมหานคร

Abstract

The objective of the present study is to examine the relationship between satisfaction of customer touch points affecting intention to re-order foods via online food-delivery platforms in Bangkok. There are 4 main touch points, including application/ website design, privacy/ security, payment transaction and delivery. Data was gathered by online questionnaire distributed to 410 consumers who have ordered online food delivery in Bangkok. The results are explained by descriptive Statistics consist of frequency, percentage, mean and inferential statistics by using multiple regressions analysis. Regarding the result of demographic factors, most of respondents were female, 20-30 years old. They also held a bachelor's degree and worked as an officer in private companies. Their average monthly income were 30,001 - 40,000 baht in average. Most of respondents use mobile phone to order online food delivery. They ordered online food delivery 2-3 times a week with an average cost of 101 - 200 baht. The findings also pointed out that they tend to order food for lunch meal the most and, in addition, the main reason to order online food delivery is they don't have enough time to go to the restaurant. The results show that payment transaction, delivery and application/ website design, are positively affecting to re-order intention in descending order, with a significant difference at 0.05