The Influence of Service Quality on Customer Satisfaction: The Case of Online Food Delivery Lucena City in CIHTM Students

The population in urban areas, especially in Lucena City makes it harder to go to physical branches of different restaurants because it takes time due to traffic. Extra effort is also needed when all seats are taken in a food establishment and the order takes too long especially when there are many people. While delivery is being preferred by the consumers in today’s time due to ease and the number of food establishments and demands are growing rapidly, this study will be used as a basis for the future delivery and ordering systems of restaurants. The rise of new fast-food chains, cafes, and restaurants in Lucena City is continuously growing and the demand of the people when it comes to food offered by these establishments is increasingly high. Due to the demands and wants of consumers, they usually come to different physical stores and branches of the restaurants they love to satisfy their cravings. In Lucena City, there are many food establishments and their branches can be found in almost every corner in the city. People can usually go to their branches but due to limitations such as lack of time or the usual traffic, people choose to just stay at their office or house to either do their supposed job or rest afterwards. Back in the days when technology was still in its developing stage, the use of the internet was not yet widely known but today, a huge percentage of the population use their mobile phones to connect to the internet. Phones can now be used not only to make a call but also to do online shopping and delivery. Online shopping and delivery provides more ease to consumers compared to buying from the actual physical store and it reduces time and effort exerted by the consumer to buy the things, food, and services they want. As a result, different fast food chains and restaurants offer delivery that can be made online instead of the usual hotline calls through their website. The purpose of this study was to determine factors influencing customer satisfaction. The consumers use food delivery services for a variety of reasons but, unsurprisingly, the most common reason seems to be the need for quick and convenient meals during or after a busy work day. The various food delivery services that are readily available take the hassle away from consumers to think about and plan meals, regardless of whether the consumer is preparing the meal himself, going to the restaurant and dining in or going to the restaurant and buying food to bring back to the office or home. Food delivery services have changed consumer behavior so much, especially urban consumers, that using the OFD services have become normal and routine. More and more people are turning to food delivery in recent years because of the current pace of life as well as the opportunity to discover more restaurants that food delivery offers. Many prefer this option of food delivery as this allows them to have fresh and healthy food at their schools, offices or homes while they have the freedom to continue to work. It can be seen that the OFD services provide convenience and time savings for customers as they can purchase food without stepping out from their home or offices. The OFD services are slowly but surely impacting the food and beverage industry because of its potential to grow the business, ensuring higher employee productivity, delivering order accuracy and building an important customers database. This study tried to explore and gauge information to guide the online service providers regarding the requirements and attributes of this new service delivery system. This study aims to investigate the relationships between customers’ perceived service quality of online food delivery (OFD) and its influence on customer satisfaction and customer loyalty, moderated by personal innovativeness. The data were collected from the customers or users of any online food delivery service. A total of 100 CIHTM students voluntarily participated and answered 30 questions. This research is quantitative research and the researchers used non-probability sampling techniques for survey.