An Evaluation of Marketing Strategies in the Food Delivery Industry: Understanding Consumer Preferences and Service Quality in Nueva Ecija
Article Sidebar
Main Article Content
Abstract: This study evaluated the marketing strategies in the food delivery industry in Nueva Ecija, with emphasis on consumer preferences and perceptions of service quality. Using a descriptive–quantitative design, data were gathered from 320 respondents who were active users of food delivery platforms such as GrabFood, Foodpanda, and ShopeeFood. Stratified–purposive sampling ensured representation across municipalities and user profiles. Data were collected through a structured questionnaire covering demographic profile, consumer preferences (price and affordability, convenience and accessibility, variety of choices, promotional strategies, and delivery speed and reliability), and service quality dimensions based on SERVQUAL (reliability, responsiveness, assurance, empathy, and tangibles). Results revealed that affordability, convenience, promotions, and reliable service delivery were the most influential factors shaping consumer preferences.
Furthermore, service quality dimensions were rated positively overall, though respondents emphasized the need for improvements in timeliness, personalization, and digital updates. Correlation analysis indicated significant relationships between demographic characteristics—particularly age, sex, education, and income—and consumer preferences as well as perceptions of service quality, leading to the rejection of several null hypotheses. The findings highlight that marketing strategies and service quality are strongly shaped by demographic variations, emphasizing the importance of targeted promotions, improved delivery reliability, and continuous innovation in digital platforms.
Downloads
References
ain, R. A. (2017). Customer experience – a review and research agenda. Journal of Service Theory and Practice, 27(3), 642–662. https://doi.org/10.1108/JSTP-03-2015-0064.
Alalwan, A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. Technological Forecasting and Social Change, 120, 120609. https://doi.org/10.1016/j.techfore.2020.120609.
Arora, S. &. (2019). Ten years of “Service Quality”: A bibliometric review and research agenda. Journal of Retailing and Consumer Services, 50, 101–116. https://doi.org/10.1016/j.jretconser.2019.05.026.
Belanche, D. C. (2015). The impact of relational bonding on intention and loyalty: The mediating role of satisfaction and trust in the food delivery industry. Journal of Retailing and Consumer Services, 24, 107–117. https://doi.org/10.1016/j.jretconser.2015.02.007.
Cho, M. B. (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. Journal of Hospitality and Tourism Technology, 10(3), 319–333. https://doi.org/10.1080/15378020.2019.1660222.
Ding, Y. &. (2017). The impact of service quality on customer satisfaction and loyalty in online food ordering services. International Journal of Hospitality Management, 63, 1–10. https://doi.org/10.1016/j.ijhm.2017.01.003.
eo, V. C. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150–162. https://doi.org/10.1016/j.jretconser.2016.12.013.
Jena, R. K. (2022). The effect of service quality on customer loyalty in food delivery apps: The mediating role of customer satisfaction. Journal of Retailing and Consumer Services, 65, 102877. https://doi.org/10.1016/j.jretconser.2021.102877.
Kapoor, A. P. (2021). Technology at the dinner table: Ordering food online through mobile apps. Journal of Retailing and Consumer Services, 56, 102187. https://doi.org/10.1016/j.jretconser.2020.102187.
Ladhari, R. S. (2017). The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions. Journal of Retailing and Consumer Services, 34, 10–18. https://doi.org/10.1016/j.jretconser.2016.09.005.
Li, C. M. (2020). Review of online food delivery platforms and their impacts on sustainability. Sustainability, 12(14), 5528. https://doi.org/10.3390/su12145528.
Manalloso, J. (2022). Online food delivery services in the Philippines: Transforming consumer behavior during COVID-19. Journal of Foodservice Business Research, 25(2), 203–219. https://doi.org/10.1080/15332845.2022.2036621.
Parasuraman, A. Z. (2018). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40 (Reprint with updates). https://doi.org/10.1016/S0022-4359(18)30094-4.
Prasetyo, Y. T. (2021). Factors affecting customer satisfaction and loyalty in online food delivery service during the COVID-19 pandemic: Evidence from Indonesia. Heliyon, 7(3), e06379. https://doi.org/10.1016/j.heliyon.2021.e06379.
Qin, H. &. (2014). Determinants of customer-perceived service quality in fast-food restaurants and their relationship to customer satisfaction and behavioral intentions. Quality Management Journal, 21(3), 36–50. https://doi.org/10.1080/10686967.2014.11918395.
Ray, A. D. (2019). Why do people use food delivery apps? A consumer value perspective. Journal of Retailing and Consumer Services, 51, 101168. https://doi.org/10.1016/j.jretconser.2019.101168.
Wu, J. H. (2018). An empirical analysis of customer satisfaction with mobile food ordering apps. International Journal of Information Management, 43, 146–156. https://doi.org/10.1016/j.ijinfomgt.2018.07.001.
Yeo, V. C. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150–162. https://doi.org/10.1016/j.jretconser.2016.12.013.
Zhang, Y. M. (2022). Exploring factors influencing customers’ intention to use online food delivery platforms during COVID-19 pandemic. Journal of Hospitality and Tourism Management, 50, 295–302. https://doi.org/10.1016/j.jhtm.2022.01.006.
Zhao, Y. &. (2021). How does the COVID-19 pandemic influence the online food delivery service? International Journal of Environmental Research and Public Health, 18(2), 436. https://doi.org/10.3390/ijerph18020436.
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in our journal are licensed under CC-BY 4.0, which permits authors to retain copyright of their work. This license allows for unrestricted use, sharing, and reproduction of the articles, provided that proper credit is given to the original authors and the source.