Factors Affecting Customer Loyalty of Food Delivery Service Users via mobile application Grab Food in Bangkok In the situation of the COVID-19 pandemic

Abstract

          The objectives of this study were 1) to study the demographic factors affecting the loyalty of food delivery service users. via mobile application Grab Food in Bangkok In the situation of the COVID-19 pandemic 2) To study marketing mix factors that affect the loyalty of food delivery service users. via mobile application Grab Food in Bangkok In the situation of the COVID-19 epidemic, the samples used in this study were People who have used food delivery services Through the Grab Food mobile application, residents of Bangkok in 50 districts were divided into 6 area groups and one district with the highest population in each area was selected, totaling 400 people, using the formula of Yamane, Taro (1973) using a sample of 400 people. The research tool was a questionnaire that was examined for content validity and then tested for reliability (Reliability Analysis). The test result had a reliability value of 0.987. 1) Marketing mix (7P'S), when considering the overall details, the average is at the highest level ( =4.35, S.D=0.626), which found that each side has the highest to the highest average. The side with the highest mean was regarding the distribution channel (Place), the average was at the highest level ( =4.42, S.D=0.649). followed by product (=4.41, S.D=0.646), personnel (People) (=4.38, S.D=0.687), physical evidence (=4.37, S.D=0.693), Process (= 4.37, S.D = 0.674), Promotion (= 4.31, S.D = 0.719) and the last one is Price (Price), which has an average level (= 4.17, S.D=0.765) 2) Loyalty When analyzing the loyalty of food delivery users Through the Grab Food mobile application, it was found that respondents had a level of opinion towards loyalty. Divided into attitude loyalty (Attitudinal Loyalty) with the highest mean is perception (= 4.32, S.D = 0.699). Followed by feeling had the highest mean value (=4.29, S.D=0.729) and behavioral loyalty had the highest mean value, purchase intention (=4.22, S.D=0.768), followed by Behaviors had the mean at a high level ( =4.18, S.D=0.800) with a statistical significance at the 0.05 level.