Examination of Factors Affecting Consumer Satisfaction in Online Food Ordering Applications

Abstract

Purpose – The purpose of the study is to determine the factors that influence consumer satisfaction with online food ordering applications. Desing/ methodology/approach – The study used quantitative research methods. A correlational research design was preferred in the research. The study data were collected from individuals living in Ankara province between 01/07/2024 and 31/15/2024 through face-to-face and online platforms using survey forms. Convenience sampling, one of the simple non-random sampling methods, was used in the study. Data were collected from 405 people, but 7 questionnaires were excluded from the scope due to inappropriate and incorrect forms, and data from 397 people were analysed. In the analysis of the data obtained in the study; frequency tables, mean, standard deviation tables were produced using a statistical package programme in the analysis of demographic characteristics and descriptive statistics. Following these analyses, explanatory factor analysis, correlation and regression analyses were carried out. Findings – As a result of the analysis, mobile trust was found to have the greatest impact on customer satisfaction. In this context, it can be said that as mobile trust increases, so does customer satisfaction. As a result of the regression analysis, mobile trust, online rating, customer service, perceived usefulness and perceived ease of use were found to be related to customer satisfaction (R=0.892) and this relationship had a formative effect of 79.5% (R2=0.795 F=220, 923 p<0.000). Discussion – The study used the technology acceptance model as a starting point, as it was developed to understand the intentions of online food ordering users towards information technology. Along with customer service, ease of use, perceived usefulness and online evaluation variables, mobile trust was found to be the most influential factor in customer satisfaction in this study.