UNDERSTANDING ONLINE FOOD ORDERING: HOW THE PROCESS RESULTS IN SATISFACTION OF THE CUSTOMERS

Abstract

The purpose of this study is to understand which factors affect customer satisfaction as well asfuture behavioral intention in online food ordering. A conceptual model was developed to assessthe effect of factors on customer satisfaction. The dimensions of online service quality areidentified through existing literature. The study employed a quantitative research designcollecting data via convenience sampling. Data were analyzed by regression model to test theproposed hypotheses. The results show that website quality, delivery, and food quality explainthe satisfaction of customers for online food ordering, which, in turn positively affects futurebehavioral intentions.