CUSTOMER SATISFACTION ON ONLINE FOOD DELIVERY SERVICE IN FINLAND

Abstract

The online food delivery business has almost taken the food industry by storm. Day by day, people around the world are being time-poor. Therefore, customers want a quick and efficient service as the food purchase is concerned. Customer satisfaction and loyalty are two most cited phenomena in the business world, however, limited studies have been found regarding customer satisfaction and loyalty in the context of online food delivery service in Finland. So, the paramount objective of the research was to fill the gap in the existing literature by identifying the factors influencing customer satisfaction and loyalty. A quantitative research approach with a structured questionnaire was used to collect the data from 125 samples of respondents in Finland. Among the formulated hypotheses, four out of seven hypotheses were supported. The results showed that customer satisfaction was significantly and positively influenced by the factors including price value, reliability, and social influence. On the contrary, effort expectancy, performance expectancy and low privacy risk were found to have insignificant impacts on customer satisfaction. Moreover, customer satisfaction significantly leads to customer loyalty. This study results had been compared and contrasted with the previously undertaken studies. It had implications for marketers, practitioners, academicians regarding the effective design and implementation of service programs to engender optimum customer satisfaction and loyalty. Finally, limitations, guidelines and scope for further research had been proposed.