Factors influencing Vietnamese university student customers satisfaction with the quality of online food delivery services (OFDs) in Ho Chi Minh City.
Nguyen, Xuan (2023)
Nguyen, Xuan
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120835466
https://urn.fi/URN:NBN:fi:amk-2023120835466
Tiivistelmä
The market for online food delivery services in Vietnam is experiencing a growing level of activity. The advancement of technology and global fluctuations offer potential for this market to progress and expand further. The quality of online food delivery services is a significant factor that contributes to gaining a competitive edge in this highly competitive market. In the context of Vietnam, the generation known as Gen Z is progressively emerging as a novel cohort, thereby presenting itself as an auspicious consumer base for various brands. This study aims to explore how online food delivery service providers can achieve customer satisfaction, particularly among the young Gen Z customer group, focusing on Vietnamese students in Ho Chi Minh City. This customer group has the potential to drive growth and adapt to new changes.
The aim of this thesis is to support Vietnamese online food delivery service businesses in gaining a better understanding of the emotions and satisfaction levels of Vietnamese university students when utilizing these services, as well as their motivations for using such services and their perceptions of service quality.
The findings of this study demonstrate that operational performance, relationship performance, and cost performance all play crucial roles in satisfying Vietnamese students. Relational performance emerges as the most influential factor in achieving satisfaction, while operational performance impacts both satisfaction and long-term student engagement. Furthermore, cost efficiency has a positive influence on students' experiences when using online food delivery services.
The aim of this thesis is to support Vietnamese online food delivery service businesses in gaining a better understanding of the emotions and satisfaction levels of Vietnamese university students when utilizing these services, as well as their motivations for using such services and their perceptions of service quality.
The findings of this study demonstrate that operational performance, relationship performance, and cost performance all play crucial roles in satisfying Vietnamese students. Relational performance emerges as the most influential factor in achieving satisfaction, while operational performance impacts both satisfaction and long-term student engagement. Furthermore, cost efficiency has a positive influence on students' experiences when using online food delivery services.