Service Quality Affecting the Decision-Making Process of Utilizing Food Delivery Applications by Consumers in Mueang District, Chumphon Province
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Abstract
The purpose of this research is to study the service quality and decision-making processes of consumers utilizing a food delivery application in Mueang District, Chumphon Province. This research was a quantitative study. The population consisted of 400 users of food delivery applications in Mueang District, Chumphon Province, using purposive random sampling. the data was analyzed using descriptive statistics: averages and standard deviation, Pearson's correlation coefficient, and regression analysis. The research results indicated that 1) the overall quality of food delivery applications services in Mueang District, Chumphon Province, was at a high level, which was rated and ranked from highest to lowest as follows: tangibility, building customer confidence, responding to customers, knowing and understanding customers, and trustworthiness, respectively. 2) The overall decision-making process of consumers utilizing a food delivery application in Mueang District, Chumphon Province, was at a high level which rated and ranked from highest to lowest as follows: after service behavior, recognition of a problem or need, awareness of issues or needs, deciding to utilize services, information seeking, and alternative evaluation, respectively. 3) Service quality affecting the decision-making processes of consumers utilizing a food delivery application in Mueang District, Chumphon Province, The most important factor that affects service selection is responding to customers, and the factors that also affect service selection are knowing and understanding customers, building customer confidence, and tangibility, respectively significant at the.05 level. This research is useful for food delivery entrepreneurs to develop service patterns, improve marketing strategies to meet consumer needs, and increase the quality of service in the food delivery market more efficiently.
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