An Empirical Study on the Service Marketing Factors Influencing the Need of Consumer for an Online Food Ordering Delivery Using Subscription-Based Model

Abstract

The online food delivery service was one of the major emerging businesses during the Covid-19 pandemic, with the demand for online services increasing dramatically in many countries, especially Thailand. The core ideas of this paper are to empirically explore several service marketing factors influencing the needs of consumers regarding online food ordering and delivery services via use of a subscription-based model. A total of 1,049 respondents were surveyed using a quantitative survey and qualitative approach sampling 30 respondents via interview for confirmation of the results. Statistical analysis of all collected data via confirmative factor analysis (CFA) and a structural equation model (SEM) were used to conclude the influencing service marketing factors in Bangkok province. The results indicate that process and promotion perspectives have strong significant impacts on consumer needs for online food ordering and delivery services. The paper not only describes the essential service marketing factors respectively, but also identifies some challenging factors which have influence in this industry, additionally leading to a more precise understanding of consumer behavior.