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http://dx.doi.org/10.13106/jafeb.2021.vol8.no2.1025

Factors Affecting Consumer's Loyalty in Food Delivery Application Service in Thailand  

LIMSARUN, Tanakorn (MBA Program, Siam University)
NAVAVONGSATHIAN, Ampol (Faculty of Accounting and Management Science, Southeast Bangkok College)
VONGCHAVALITKUL, Busaya (Faculty of Liberal arts and MBA, Southeast Bangkok College)
DAMRONGPONG, Nantaporn (Siam University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.2, 2021 , pp. 1025-1032 More about this Journal
Abstract
The study investigates factors affecting the loyalty of Food Delivery Application (FDA) service in Thailand. This study employs quantitative research methodology with a non-probability sampling method to draw 510 FDA samples from the FDA users in Thailand. The online questionnaires with a Cronbach's alpha coefficient of 0.886 were used as a research tool to collect data from samples. By using the Structural Equation Modeling (SEM) to analyze data, the results show that trustworthiness, social influence, system design, and task-technology fit affect the user's technology acceptance, which also show the significant relationship with the loyalty of FDA users in Thailand. The study checks the harmony with the statistics; χ2 = 258.686, df. =160, χ2/df. = 1.616, p-value = 0.050, CMIN/DF = 1.616, GFI = 0.960, AGFI = 0.969, TLI = 0.953, CFI = 0.965, RMSEA = 0.047, significant level at 0.05, along with testing the weight factor. In conclusion, the research model was harmonious with the empirical data at the significant level 0.05. The finding of this study suggested that the FDA service provider might apply this research finding to develop a greater understanding of the FDA's customer loyalty, as well as determine marketing strategies, identify opportunities, and create a competitive advantage in the future.
Keywords
Food Delivery Application; Trustworthiness; Social Influence; Task-Technology Fit; Technology Acceptance Model;
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