Analysis of important factors influencing customer satisfaction from food delivery personnel’s perspective during COVID-19 in Thailand

Abstract

Food delivery services became an essential solution for consumers and restaurants to minimize contact during the COVID-19 pandemic. To help food delivery services adapt and survive, this study aimed to evaluate the perspectives of food delivery personnel on the crucial factors affecting customer satisfaction with food delivery services in Thailand amidst the outbreak. The questionnaires derived from SERVQUAL included tangibles, reliability, responsiveness, assurance, and empathy. Descriptive analysis, analysis of importance scores, and comparison of service quality aspects across different platforms were conducted from the food delivery personnel's point of view. The results indicated that the assurance aspect had a higher mean score than all the other aspects. From the perspective of both food couriers and users, knowledge of COVID-19 prevention measures was the most crucial factor during the pandemic. However, the cleanliness of the food delivery personnel’s attire and the correct delivery of the ordered food were critical factors that differed between customers and food delivery personnel. Therefore, food delivery service providers should focus on other attributes, especially those that are important from the customer’s perspective, to ensure effective management and control. In summary, the collaboration of all parties involved in food delivery services, including food courier providers, customers, and the government, is crucial for enhancing food delivery services in Thailand.