พฤติกรรมการใช้บริการจัดส่งอาหารแบบออนไลน์เดลิเวอรี ผ่านโมบายแอปพลิเคชันของผู้บริโภคและผู้ประกอบการร้านอาหาร อำเภอเมือง จังหวัดเชียงใหม่

Abstract

This study aimed to describe behaviors of using online food ordering (food delivery) via mobile application of consumers in Mueang district, Chiang Mai province, to analyze factors influencing decision and the decision making process in using food delivery service via mobile application of restaurant owners in Mueang district, Chiang Mai province. Online questionnaire was used as a tool for collecting data from the sample consisting of 406 consumers and 35 restaurant owners. Descriptive statistics were used for data analysis, i.e. frequency, percentage, mean, and standard deviation. Restaurant owners’ attitudes towards 7Ps marketing mix of online food delivery application were measured using a Likert scale. The findings from the study showed that most consumers using online food delivery via mobile application were people living and working in the areas of Suthep sub-district and Chang Phueak sub-district. They are students/university students having salary lower than or equal to 10,000 baht per month. They preferred to order cooked to order dish. The reason why they decide to choose that service was the spread of Covid-19. Due to the spread of Covid-19, their food ordering expense per time increased and frequency of ordering foods was higher, followed by convenience in ordering food with some promotion like discount or giveaway. Before making decision to use online food delivery service via mobile application, consumers gave the most importance to promotion and once they made decision to order, they gave importance to on time delivery and the correctness and accuracy of products they ordered. Besides, the study revealed that more than 67% of the consumers have never ordered agricultural products online since they most likely order cooked foods. Consumers who used to order agricultural products online most likely ordered fresh fruits, vegetables, and meat via Grab food application. Most of the problems they found during using the service were the quantity and quality of foods that were not the same as they were advertised, delivery location had some errors, and wait time was longer than what they were informed by the food delivery service. As for restaurant owners who used to use online food delivery service via mobile application for selling their foods, most of them had less than 3 years of experience in operating a restaurant. They had not more than 3 staff members in their restaurants. They most likely open a delivery restaurant. When 7Ps marketing mix in terms of the influence on decision making to use online food delivery service via mobile application of restaurant owners was taken into consideration, most restaurant owners gave the most importance to product, such as the application should be simple and not complicated. They also gave importance to other factors at a high level. Currently, more than 97.1% of restaurant owners continued to use the service, 2.9% of them did not use the service any longer since they need to pay too much commission. The main reason restaurant owners decided to sell food online via food delivery mobile application was the spread of Covid-19, followed by convenience in selling food, and it helped increase the sales. Before making decision, restaurant owners most likely gave importance to a food delivery application that provides the service covering many delivery areas the most. The suggestions from the study include that restaurant owners should have a variety of promotion, such as food discount, giveaways, etc. to encourage consumers to have higher purchasing demand. A plan should be set to ensure products are delivered on time according to the distance and time specified. Types and number of products should be inspected before they are delivered to consumers to ensure they are correct and accurate in order to prevent any error that may arise. With regard to application developers and application business owners of online food delivery service should design and develop the system for easier use, including reducing complex process of usage to allow restaurant owners of all ages, both persons who have and do not have proficiency in using technologies to be able to access how to use food delivery application conveniently.