Analysis of the factors influencing customer satisfaction of delivery food / 한국영양학회지

ABSTRACT

Purpose@#This study was performed to evaluate the importance and satisfaction of the selective attributes of delivery food and to analyze the factors affecting customer satisfaction. @*Methods@#A total of 574 responses were collected from customers who had ordered delivery food for data analysis. Statistical analyses were conducted using the SPSS program (ver. 25.0) for frequency analysis, χ 2 tests, t-test, factor analysis, Pearson correlation, multiple regression analysis, and Importance-Performance Analysis (IPA). @*Results@#The importance of delivery food selection attributes was higher in the order of ‘hygiene control level (4.72)’, ‘taste of food (4.64)’, and ‘delivery accuracy (4.40)’. Satisfaction assessment was higher in the order of ‘taste of food (4.32)’, ‘delivery accuracy (4.26)’, and ‘convenience of using the delivery app (4.21)’. According to the results of IPA, items that were priorities for improvement were charges for delivery, discount offers, sufficient description of the menu, and rapid handling of customer complaints. On an average, overall customer satisfaction score of delivery food was 4.01 out of 5 points. Additionally, five satisfaction factors were extracted by exploratory factor analysis. According to the results of multiple regression analysis, quality of delivery platform (p < 0.001), quality of delivery service (p < 0.001), convenience and diversity (p < 0.001), quality of delivery food (p < 0.001), and health and safety (p < 0.001) had significant positive effects on overall customer satisfaction. @*Conclusion@#To increase customer satisfaction among delivery food customers, restaurant or delivery platform managers should consistently improve not only the quality of the delivery platform but also the quality of the delivery food and service.