Satisfaction and loyalty as an intermediate variable that connects the marketing mix to Purchase Intention use of GrabFood’s mobile application within around Thonburi, Bangkok
Keywords:
7P marketing mix, satisfaction, Loyalty, purchase intention, GrabFood’s applicationAbstract
The objective of this study is: 1) To study marketing mix factors and satisfaction factor of loyalty factors to use GrabFood's mobile application of users within the Thonburi, Bangkok 2) To study satisfaction factors and loyalty factors as an intermediary variable that connects the marketing mix to purchase intention use of the GrabFood application of users around Thonburi, Bangkok. The instrument used in this research was a questionnaire by collecting data with GrabFood's mobile application that users presented in the Thonburi. The audience target of this survey is around 500 people according to Comrey and Lee (2013), the statistics used in this research consisted of (1) descriptive statistics. Including mean and (2) statistical analysis of Structural Equation Model (SEM) using by PLS Graph 3.0. The research findings revealed that most of the respondents are female, aged 20-30 years, married, earning less than 30,000 baht/month. The frequency of using GrabFood service in the previous month is around 2-5 times. The major reason to use GrabFood service is promotion. Thai is the most popular kind of food to order, and the top place to take the order is home or condominium. The research hypothesis test illustrated that the marketing mix is significantly related to satisfaction, brand loyalty and intention to use GrabFood mobile application among the respondents at .01 level. Satisfaction and brand loyalty are significantly related to intention to use GrabFood mobile application among the respondents at .01 level. The indirect influence of satisfaction and brand loyalty factors connecting the marketing mix with intention to use GrabFood mobile application among the respondents is not equal to 0
References
พิรานันท์ แกล่งกล้า. (2562). การวิเคราะห์คุณลักษณะของบริการแอพพลิเคชั่นเพื่อการสั่งอาหารเดลิเวอรี่ ในกรุงเทพมหานคร. การศึกษาค้นคว้าอิสระ, ธุรกิจการเกษตร. มหาวิทยาลัยเกษตรศาสตร์.
วรันธร ปรุงเรณู. (2558). ความพึงพอใจของครูที่มีต่อบริการงานธุรการของวิทยาลัยอาชีวศึกษาเทคนิคบริหารธุรกิจกรุงเทพ. วิจัยสถาบัน, การบริหารการศึกษามหาบัณฑิต. วิทยาลัยอาชีวศึกษาเทคนิคบริหารธุรกิจกรุงเทพ.
ศูนย์วิจัยกสิกรไทย. (2562). อยากกินต้องได้กิน SME ร้านอาหารปรับรับ Food Delivery. วันที่ค้นข้อมูล 5 พฤษภาคม 2564, เข้าถึงได้จาก https://kasikornresearch.com/SiteCollectionDocuments/ analysis/k-socialmedia/sme/ food%20Delivery/FoodDelivery.pdf
ศูนย์วิจัยกสิกรไทย. (2562). Food Delivery Application ดันธุรกิจ Food Delivery โตต่อเนื่อง. วันที่ค้นข้อมูล 5 พฤษภาคม 2564, เข้าถึงได้จาก https://kasikornresearch.com/th/analysis/k-social-media
Akani, G. H. (2020). Service Delivery Strategic and Customers’ Loyalty to Online Retailers in Rivers State. Journal of contemporary marketing, 5(1), 57-66
Andrian, Gunawan. (2015). The Role of Service Marketing Elements on Customer Loyalty towards Garuda Indonesia. Journal: iBuss Management, 3(2), 365-373.
Archarworarit W. (2015). The Study of Consumer Behavior and Selection Criteria on Alternative Taxi Service in Bangkok. Independent Study. Faculty of Commerce and Accountancy, Thammasat University.
Bloomer, & et al. (1999). Linking Perceived Service Quality and Service Loyalty: A Multi-dimensional Perspective. European Journal of Marketing, 33(11/12), 1082-1106.
Cengiz, E. (2010). Measuring Customer Satisfaction: Must or Not?. Journal of Naval Science and Engineering, 6(2), 76-88.
Comrey, A. L., & Lee, H. B. (1992). A first course in factor analysis. Hillsdale, NJ: Lawrence Erlbaum Associates.
Espejel, & et al. (2008). The Influence of Consumer Degree of Knowledge on Consumer Behavior: The Case of Spanish Olive Oil. Journal of Food Products Marketing, 15(1), 15-37.
Feras, M. I., Alnaser & et al., (2017). The Influence of Services Marketing Mix (7 Ps.) and Subjective Norms on Customer’s Satisfaction in Islamic Banks of Palestine. Journal: European of Business and Management, 9(27), 20-25.
Gerpott, T. J., Rams, W., & Schindler, A. (2001). Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market. Telecommunications Policy, 25(4), 249-269.
Grab. (2019). GrabFood celebrates 4 million orders in first 4 months of 2019. Retrieved March 25, 2020, from https://www.grab.com/th/en/press/business/
Guo, L., Xiao, J. J., & Tang, C. (2009). Understanding the Psychological Process Underlying Customer Satisfaction and Retention in a Relational Service. Journal of Business Research, 62(11), 1152-1159.
Haruna, I. M. (2015). 7Ps Marketing Mix and Retail Bank Customer Satisfaction in Northeast Nigeria. British Journal of Marketing Studies, 3(3), 71-88.
Hauser, J. R., Semester, D. I., & Wernerfelt, B, (1994). Customer Satisfaction Incentives. Marketing Science, 13(4), 327–350.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: a generalstructural equation model. European journal of marketing, 37(11/12), 1762-1800.
Inamullah, k. (2012). “mpact of Customers Satisfaction and Customers Retention on Customer Loyalty. International Journal of Scientific & Technology Research, 1(2), 106-110.
Lin, J. S. C., & Wu, C. Y., (2011). The role of expected future use in relationship-based service retention. Managing Service Quality, 21(5), 535-551.
Millet, J. D. (1954). Management in the Publics Service: The Quest for Effective Performance. New York: Mcgraw-Hill Book Company Inc.
Mohammad, M., Mehmood, B. & Shahzad, K. (2012). Attaining Customer Loyalty! The Role of Consumer Attitude and Consumer Behavior. Journal RMBR, 1(1), 1-8.
Moslehpour, M., Wong, W. K., Lin, Y. H., & Le Huyen, N. T., (2017). Top purchase intention priorities of Vietnamese LCC passengers: Expectations and satisfaction. Eurasian Business Review, forthcoming.
Nak, G. (2011). Student Loyalty toward Master’s Degree Business Administration Curriculum at Srinakharinwirot University. Journal Srinakharinwirot Business Administration, 2(1), 16-28.
Nasif, C. (2016). Influence of Electronic Word 0f Mouth on Consumer Purchase Intention. Thesis, Master of Supply Chain Management, University of Bangladesh.
Rezwan, M., & Sarif M. K. (2014). Impact of Service Marketing Mixes on Customer Perception: A Study on Eastern Bank Limited, Bangladesh. European Journal of Business and Management, 6(34), 164-173.
Richard, C., & Dubihlela, D. (2014). Does Customer Satisfaction Lead to Customer Trust, Loyalty and Repurchase Intention of Local Store Brands? The Case of Gauteng Province of South Africa. Journal. MCSER Publishing, 5(9), 23-32.
Rust, R. T., & Zahorik, A. J. (1993). Customer Satisfaction, Customer Retention and Market Share. Journal of retailing, 69(2), 193-215. Whitlark,
D. B., Geurts, M. D., & Swenson, M. J. (1993). New Product Forecasting with a Purchase Intention Survey. Journal of Business Forecasting, 12(3), 18-21.
Yaty, Sulaiman & Maha Mohammed Yusr & Khairull Anuar Ismail. (2017). The Influence of Marketing Mix and Perceived Risk Factors on Online Purchase Intentions. International Journal of Research in Business Studies and Management, 4(9), 30 – 40.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Zhang, et al. (2011). Application of simultaneous saccharification and fermentation (SSF) from viscosity reducing of raw sweet potato for bioethanol production at laboratory, pilot and industrial scales. Bioresour Technol, 102(6), 4573-4579.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
