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研究生:Terapat Popuang
研究生(外文):TERAPAT POPUANG
論文名稱:泰國外賣平台滿意度之影響因素
論文名稱(外文):Factors Affecting Customer Satisfaction On The Food Delivery Platform In Thailand
指導教授:吳建興吳建興引用關係
指導教授(外文):CHIEN-HSING WU
口試委員:趙建雄吳傳春
口試委員(外文):CHIAN-HSUENG CHAOCHUAN-CHUN WU
口試日期:2023-07-05
學位類別:碩士
校院名稱:國立高雄大學
系所名稱:國際企業管理碩士學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:英文
論文頁數:77
外文關鍵詞:Customer satisfactionfood delivery industryservice qualitypricingdeliverer behaviorregression analysis
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Based on the expectation-confirmation theory, this research aims to investigate the factors that influence customer satisfaction for the food delivery industry in Thailand. The study focuses on a specific food delivery platform, also how customer satisfaction affects the repurchase intention, and examines various factors that are likely to impact customer satisfaction, including service quality, pricing, advertising information, deliverer behavior, and food attributes. A sample of 250 participants was surveyed using a questionnaire-based approach to collect data on customer satisfaction and the factors under investigation. The collected data was then subjected to regression analysis to examine the relationship between the factors and customer satisfaction and the relation between customer satisfaction and repurchase intention. The regression results indicate that the price of food and drink offered by restaurants has a significant and positive effect on customer satisfaction, suggesting that reasonable pricing is a key driver of customer satisfaction in the food delivery context. Furthermore, the behavior of the deliverer, particularly their empathy towards customers, was found to have a significant positive impact on customer satisfaction. However, factors such as service quality, the availability of various food options, and the usefulness of advertising information did not show a significant individual effect on customer satisfaction. These factors may still contribute to overall customer satisfaction when considered collectively. In addition, the research finds that when the level of customer satisfaction is high, the level of repurchase is high as well. The findings of this research provide valuable insights for food delivery platforms in understanding the factors that significantly influence customer satisfaction. The study suggests that platforms should focus on ensuring reasonable pricing and training their deliverers to exhibit empathetic behavior towards customers. By addressing these factors, platforms can enhance the overall customer experience and foster higher levels of satisfaction.
Keywords: Customer satisfaction, food delivery industry, service quality, pricing, deliverer behavior, regression analysis

Table of Contents
Page
Acknowledgement I
Abstract II
Table of Contents III
Lists of Table IV
Lists of Figure V
Chapter 1 Introduction 1
1.1. Research background 1
1.2 Research motivation and objectives 8
1.3. Research procedure 9
Chapter 2 Literature Reviews 11
2.1 Food delivery industry in Thailand 11
2.2 Consumption behavior of food delivery 12
2.3 Expectation-confirmation theory 16
2.4 Platform quality 17
2.5 Restaurant quality 18
2.6 Delivery quality 19
2.7 Customer satisfaction 20
2.8 Repurchase intention 20
Chapter 3 Research Method 24
3.1 Research model 24
3.2 Sample 26
3.3 Measure 28
3.4 Data analysis techniques 29
Chapter 4 Results 30
4.1 Descriptive statistics 30
4.2 Results 36
4.3 Discussion and Implications 46
Chapter 5 Conclusion 59
5.1 Research contribution and suggestion 59
5.2 Research Limitation 61
5.3 Future research directions 62
5.4 Summary of Research 64
References 67
Appendix 69


References
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