Grab Food

UNIVERSITY OF ECONOMICS HO CHI MINH CITY
SCHOOL OF INTERNATIONAL BUSINESS - MARKETING
THE STUDY OF THE INFLUENCE OF FOOD DELIVERY SERVICES QUALITY ON

HCMC UNIVERSITIES’S STUDENT BUYING BEHAVIOR
Group 6
LE GIA HAN LA THUY THI
TRAN VO YEN NHI ĐO THI ANH MINH
VU THI THAI HOA MAI THI HONG NHU
CLASS: IB02 COURSE: 43
INSTRUCTOR: PhD. ĐINH TIEN MINH
SCHOOL YEAR 2019

CONTENTS
BRIEFING ................................................................................................................................... 2
A. GENERAL INTRODUCTION ............................................................................................ 3
I. Reason for choosing the topic ................................................................................................ 3
II. Research objectives ............................................................................................................... 3
III. Research questions .............................................................................................................. 3
IV. Research subject and scope ................................................................................................ 4
V. Limitations of research ......................................................................................................... 4
B. RESEARCH METHODOLOGY ......................................................................................... 4
I. Quanlitative Research ............................................................................................................ 4
1. Sample size .............................................................................................................................. 4
2. Choosing sample methodology ................................................................................................ 4
3. Sample approaching methodology ........................................................................................... 4
4. Qualitive questionaire .............................................................................................................. 6
5. Qualitive research’s result ........................................................................................................ 7
II. Quantitative Research .......................................................................................................... 18
1. Sample size .............................................................................................................................. 18
2. Sampling design ....................................................................................................................... 18
3. Survey method ......................................................................................................................... 19
4. Questionaire ............................................................................................................................ 10
C. QUANTITATIVE RESEARCH RESULT ......................................................................... 29
I. Sample description .................................................................................................................. 29
II. Research result and issues’ cause ........................................................................................ 33
III. The existing issue and the solutions have been used by food delivery services ............. 66
D. SUGGESTED SOLUTIONS FOR THE UNSOLVE ISSUES .......................................... 71
CONCLUTION .......................................................................................................................... 75
REFERENCES ........................................................................................................................... 76
APPENDIX ................................................................................................................................. 77
1
BRIEFING
This study is to research about the impact of the factors relating to the quality of food delivery services
on the behaviors of using these services of students in HCMC, in order to point out the factor of quality
that has the biggest influence on the decisions of the customers and to propose solutions to improve
the quality of these services base on the result of the study. The process includes two major stages,
namely Qualitative Research and Quantitative Research. The model and scale of the study is built
based on the SERVQUAL model(1988) of Parasuraman, including five main independent factors that
form the quality of the service. The five factors are then observed through 28 variables. The data
collected from the observation is then analyze by descriptive statistics method. For the aim of the
study, this research only targets the behavior of students in university/college level in HCMC. The
method of collecting data is direct interviews and surveys, aiming for the number of 400 response,
using simple random sampling method. However, due to several difficulties such as: time-limitation,
inability to access to students from remoting areas of the city, the amount responses collected only
reached 381 and only 359 of them went through the screening, making the reliability of the research
went down slightly compared to the initial plan. The result of the analysis pointed out that all the five
factors, including Reliability, Responsiveness, Assurance, Sympathy and Tangibility, have noticeable
impact on the behaviors of the customers.Therefore, in planning for development of the services, these
are the factors that need extra attention from the companies.The study also highlighted some important
features of each factors. Specifically, the Reliability factor includes short delivery time and clarity of
the delivery procedure; Responsiveness includes the rate of canceling orders of the shippers and the
responsiveness of the Customers Services departments; Assurance main feature is the privacy policy
of the companies; and finally, the Sympathy factor is based on the variety of banks associated with the
services and the means of reservation of the food in the delivery process.
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A. GENERAL INTRODUCTION
I. Reason for choosing the topic
Life is getting more and more busy, the workload is gradually increasing, people have less time to
making their own meals daily. Besides, crowded population, noise and air pollution in the city are
making people less likely to go out for a meal at their favourite restaurants.
Along with the rapid development of technology as well as the arrival of the above problem, food
delivery services in Ho Chi Minh City have been appeared and gradually become more popular than
ever.
Food delivery services market has become a market with great potential and the race to gain the market
share between different brands of food delivery services. Meals odered by food delivery services have
quickly become the choice of many people, especially the Millennials (those were born in 1980-2000).
Up to 80% of interviewees (Havas Riverorchid, 2017) said that they had used delivery food services
mainly during lunch and dinner of the week. The main dish are the popular dishes such as fried chicken,
pizza, pasta, etc. and Vietnamese food. This survey also showed that food delivery services are often
searched by Vietnamese people on the web and apps. It also can be a services at restaurants that they
already known. The food delivery market in Vietnam at 2018 was valued at US $33 million and is
expected to reach over US $38 million by 2020 (Euromonitor, 2018). Vietnam food delivery market
has attracted many domestic and foreign organizations to invest in this field. Most of University
students in Ho Chi Minh City come from various provinces so they usually rent hostels or dormitories,
in which the ability to cook complex meals is limited but the students have a quite diverse demand for
food. Besides, students who are young, easy to adapt trends and have certain knowledge about
technology. Therefore, food delivery services have become popular among students as the choice for
convenience, saving time. Understanding the growth in student demand for food delivery services in
Ho Chi Minh City as well as the development food delivery services in the current time, our team
decided to choose this topic: The influence of food delivery services quality on student buying behavior
in Ho Chi Minh City.
II. Research objectives
Determine that the quality of food delivery services are affected by which factors through the process
of qualitative data collection interviews.
Research and measure the influence of factors that have been identified to the quality of food delivery
services through the survey process of students of universities in Ho Chi Minh City.
Comment on the quality of available food delivery services in Ho Chi Minh City, thereby pointing out
the factors that need to be improved and suggesting some solutions.
III. Research questions
- Which quality factors of food delivery services will affect HCMC university students’ buying
behaviour?
- How does those quality factors affect HCMC university students’ buying behaviour?
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IV. Research subject and scope
The project was started from April 25, 2019 to May 9, 2019.
The subject of this study: The quality factors of food delivery services affecting the Ho Chi Minh city
University students’ buying behaviour.
The research scope: Students of Universities in Ho Chi Minh City.
V. Limitations of research
There might be some affected factors that is not mentioned in research because survey is based on
Parasuraman Model.
According to collected answers, not all the universities in HCMC are included in the research due to
some objective factors.
B. RESEARCH METHODOLOGY
I. Quanlitative Research
1. Sample size
- Respondent are student: 13
- Respondent are expert: 6
2. Choosing sample methodology
- The team conducted interviews with students who are currently studyung at universities in Ho Chi
Minh City through various methods, such as: social networks (facebook0, personal and friends who
used delivery services.
- Expert who are the staff of food delivery sevices such as: Grab, Now.vn, etc. They are people who
directly perform services for customers and customer care staffs who are regularly receive and solve
the questions as well as complaints for customers.
- Reason for choosing the experts:
+ For the shippers: These are the ones that directly deliver the orders, interact face-to-face with
the customers, trained for a specific job, directly receive feedbacks from customers.
+ For the customer care staff: These are the people that receive feedbacks both directly (from
customers) and indirectly (through shippers), have the most understanding about the services, trained
to deal with problems of customers.
3. Sample approaching methodology
a) The students in HCMC - the main target:
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Several calls were made in form of video calls, recording calls through Messenger to interview
students from many universities in HCMC, namely: UEH(5 students), Hutech(1 student), HCMUTE(1
student), HCMUC(1 student), Pasteur College of Medical(1 Student), ULaw(2 students), UT-HCMC(1
Student), Ton Duc Thang University(1 student)
Average interview duration: 45-60 mins
Locations: Dorm of UEH at 43-45 Nguyen Chi Thanh (for 1 on 1 direct video calls) and
residential address of group members (for group video calls)
The extractions of the interviews that were selected to use in in-depth analyzing are listed
below:
N.T.P.T (19 years-old - ULaw) answers about the Assurance factor:
https://drive.google.com/file/d/1Ywua7hzmQC_QujukxXVpq_cHBvOIrtBs/view?usp=sharing
N.T.V (K43 - UEH), N.T.D (K42 - UEH) and M.T.H.N (K43 – UEH) sharing about reliability
factor:
https://drive.google.com/open?id=1TCdN3dBQsa1NKAeyBd4ontHVVsKsk2Z4
L.T.A (20 years-old - Hutech) answers about Responsiveness factor:
https://drive.google.com/open?id=1bElFfxeZZ0sbermIecl0tV7KyDpUwvbd
H.N (20 years-old - UEH) sharing about quality of food delivery services:
https://drive.google.com/open?id=1PIzAbfy99OFZd_zlFziMfpdpV3WBCfEU
b)The “professional” in delivery service industry
b1) Shipper from Grab Food and Now.vn:
At 8 a.m, April 16th 2019, our group met at Ministop Dao Duy Tu to plan for the interview.
We came to the agreement to carry out the interview at crowded restaurants. The chosen locations
were Hanuri Su Van Hanh and Hancook Nguyen Tri Phuong.
At 9 a.m, we moved on to the intersection of Dao Duy Tu and Nguyen Tri Phuong. This place
is a popular spot for shippers to stop by while waiting for orders, so we decided to carry out the
interview right there.We then managed to approach to 2 Grab Food shippers and 2 Now.vn shippers
and persuade them to take part in the interview. During the interview, members of our group took
charge of different tasks such as asking the interviewee, recording and taking notes.
The interviews took place for only 5-7 mins each since the shippers were still in work hours.
After each interview, we gave the shipper a bottle of drink called Revive in order to thank them
for their support.
The extractions of the interviews that were selected to use in in-depth analyzing are listed below:
L.H.L (20 years-old – Now.vn):

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https://drive.google.com/file/d/1RmnlRxIthmqJ-R2wHP0YHSJR3G2KHDES/view?usp=sharing
P.H.T.P (28 years-old – Grab Food):
https://drive.google.com/file/d/1eGPhwdH7aq6JP4bl2qG-boO1VV27dvoy/view?usp=sharing
T.N. (38 years-old - GrabFood):
https://drive.google.com/file/d/1lueE8Sqpkmd_RGy6Q2GZksWZy4MkrVhb/view?usp=sharing
b2) Customers Services departments from Grab Food and Now.vn:
After interviewing the shippers, our group moved on to Family Mart Nguyen Tri Phuong to plan
for the interview with employees from the Customers Services departments. We decided to keep
targeting the 2 services Grab Food and Now.vn. Our group then proposed 2 option to conduct the
interview. The first one is to call to the Customers Services to directly ask for an interview. However,
this option was rejected for reasons such as: beyond the jurisdiction, unable to interview during work
hours, or requirement to contact with a third party to conduct an interview. Our group then offered to
interview personally with the employees in those departments but still get rejected.
Therefore, the second option became the most possible one: to make a call to the department as
a customer to give feedbacks, then ask questions that we prepared.
We managed to make 2 successful call to Grab and Now.vn. The details of the calls were
recorded for later analysis:
The conversation with Now.vn Customers Services:
https://drive.google.com/file/d/1TZTpNJsk7UFAO95KVvsr55hx9L5ABr64/view?usp=sharing
The conversation with Now.vn Customers Services:
https://drive.google.com/file/d/1rKOydIhRuliWyI7OsDcbLbKon_e_-EWm/view?usp=sharing
4. Qualitive questionaire
a) Questionnaire for students:
1. How do feel about the quality of the food delivery service that you are using currently?
Specifically, what factors do you think that have influence on your decision of choosing that
service?
2. How do you feel about the committed delivery time and compare that to the actual delivery
time? (Reliability)
3. When using that app, do you have to wait for too long to receive the confirmation for your
orders or having your order cancelled by the delivery men? How do you rate the availability
and the promptitude of the delivery men when you make an order? How does the company deal
with your feedback? (Responsiveness)
4. Do the food delivery staff make a call to confirm your orders or to inform you if something
goes wrong? How do you rate the attitude of the shipper from when you make an order until
you receive it? (Assurance)
5. How did the convenience of the app affect your decision to use the service? (promotions,
recommendations, ease of access, etc.) (Sympathy)
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6. How do you feel about the uniform of that company (easy to recognize), the containers of the
delivery bike (able to reserve the food at its best conditions), the interface (theme) (Tangibility)
NOTE: If the interviewee cannot point out specific answer about the behaviour of choosing services
themselves, the interviewer will guide them with question in form “How do those factors affect your
decision of using that service for now and later?”
b) Questionnaire for shippers:
Reason to target: These are the ones that directly deliver the orders, interact face-to-face with
the customers, trained for a specific job, directly receive feedbacks from customers.
Questions:
1. What are the factors that you think that make the customers choose your service? What factor
has the biggest impact?
2. Do you often receive feedback from the customers? What are those usually about?
c) Questionnaire for customer care staffs:
Reason to target: These are the ones receive feedbacks both directly (from customers) and
indirectly (through shippers), have the most understanding about the services, trained to deal with
problems of customers.
1. What aspects of the service that are usually complained? Which is the most frequently
mentioned?
2. What are the solutions? Do they satisfy the customers? (enough to keep the customer using
your app?)
5. Qualitive research’s result
a) Questionare for interviewees are students:
1. How do feel about the quality of the food delivery service that you are using currently?
Specifically, what factors do you think that have influence on your decision of choosing that
service?
The goal of posing this question is to discover which qualities of food delivery services that are of
interest to the service users. From that base, the research team continues to develop deeper questions
about each individual element to better understand the impact of each factor on the behavior of
customers. In order to carry out this study, the group conducted interviews with students at universities
in Ho Chi Minh City that are chosen by convenience method including Ho Chi Minh City University
of Economics, Ho Chi Minh City University of Technology, University of Technical Education Ho
Chi Minh City, Ho Chi Minh City University of Culture, College of Medicine Pasteur, Ho Chi Minh
City University of Law, Ho Chi Minh City University of Transport, Ton Duc Thang University.
The team has received many answers from the students participating in the interview, most of them
often use popular food delivery services such as Grabfood, Gofood, Delivery Now, Loship, Lalamove,
etc. Most of the interviewees are quite satisfied with the quality of food delivery services. N.T.D (21
years old - University of Economics Ho Chi Minh City): "I have used many applications, but I often
use the app Grabfood because of fast delivery and lots of promotions, employees are enthusiastic,
when it has promotions, the price is even cheaper than the original price. According to me, in general,
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Grab is the most stable, Lalamove has few drivers, Now it seems to run out of money, Loship hasn’t
updated some stores on the app ”. Another answer from V.T.B.H. (20 years old - University of
Economics Ho Chi Minh City): “I usually use Now.vn, because I feel the quality of service is quite
good in the preservation, quality assurance of food to customer hands, such as hot items, quality reach
70-80% compared to when I bought directly at the store, for me it is not necessarily 100%. The quality
factor that makes me decide to use the first service is the guarantee of the quality of the food to the
customer without being broken (for example, vermicelli, pho is very susceptible to decay) and the
second one is the guarantee of time, like the above-mentioned items, the food delivery service tries to
shorten the delivery time to ensure the quality of food for customers”. Besides, there are some
comments on the limitations of food delivery services such as T.H.T.T. (20 years old - Ho Chi Minh
City University of Culture): "As a regular customer ordering food from Grabfood, I find Grab easy to
use and convenient. However, I think Grab should upgrade so that customers can order from many
shops at the same time because when I order at the food store, I cannot call water in another store, it is
very inconvenient to wait for the second time. I hope Grab has a suitable improvement plan to enhance
the customer experience. "
According to the research team, synthesizing all the answers, most of them are interested in quality
factors such as convenience, promotions, fast delivery times, preserving food in the delivery process,
the easy use of the service through mobile apps, the variety of eateries and food, the service attitude
of the delivery staff, etc. The team found these above factors are correlated with the five most basic
components of Parasuraman's service quality model: reliability, responsiveness, assurance, sympathy
and tangibility. Therefore, the group decided to apply the above model of Parasuraman to formulate
the next questions to further exploit each one to find out the impact of these factors on the use of
delivery services of students in HCM City.
2. How do you feel about the committed delivery time and compare that to the actual delivery
time? (Reliability)
Peter Drucker, the father of modern management once said: "What's measured improves." For
businesses which take providing services as a main product, measuring service quality is extremely
important in building a common strategy for the whole company. Therefore, the scale of SERVQUAL
(Service Quality) of Parasuraman was born in order to serve that purpose.
The level of reliability, one of the general evaluation criteria for all service industries, has been
mentioned even in theory and in practice. The reliability level is the ability to meet the expected time
and quality right the first time using the service; the ability to comply with what is promised, or what
customers expect on the service through the media activities. Building trust from the first time using
the service will create favorable feelings for customers and attract them to come back.
Because of the necessity of reliability in service industry, the research team has conducted a
questionnaire to exploit this element in food delivery services and surveyed it among students in Ho
Chi Minh City. Through the answers collected from the survey, the team found that the amount of time
for delivering the food is about 30-40 minutes.
According to the survey, most of students agree that the actual delivery time is different from the
committed delivery time on the application but it is acceptable. Because of the fact that Ho Chi Minh
City's road system often occur traffic jams, especially in rush hours; as well as some unexpected
problems that may happen on the way slowing down the delivery time. According to T.N.C.C (20
years old - Ho Chi Minh City University of Technology and Education): "In general, as a shipper, no
one wants to hand over their customers’ orders late; it maybe due to objective conditions such as traffic
jams, crowded restaurants, or sometimes the vehicle has problem in the middle of the road. " Also
P.N.T.N (20 years old - University of Finance and Marketing) shared: “About the time waiting to get
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the delivery, I find it is not much difference between the actual time of receiving it and the commited
time written on the app. Unless I order food at rush hours, it might be a bit late; but I can understand
it because Saigon roads are quite easy to get stuck in rush hours.” According to the interviewer, most
of interviewees are comfortable with this issue because in most cases, the late delivery just around 5-
7 minutes difference and does not affect much.
During the interview process, the research team found that: despite the sympathy from the customers,
they would be more pleased if they were noticed about the delay deliveries or problems that arise. "The
committed delivery time and actual delivery time sometimes vary from 5-7 minutes but shipper calls
saying wait for them a minute. Although 5-7 minutes late, but they still call so, which is a polite and
thoughtful gesture." - L.T.M.N (20 years old - Pasteur College of Medicine and Pharmacy)
On the other side, there are some special cases, which the research team received feedback from the
interview participants, is the shippers deliver orders really later than the committed time but previously
marked the delivery notice as already delivered. Although customers still receives their orders, they
feel very uncomfortable. That issue can create suspicion for the customer, reducing the credibility of
the service. Quoted from N.T.V (20 years old - University of Economics HCMC): "... In some cases,
the app has announced that shipper has already delivered the goods but I actually have not received
the item. After a while, I still received the goods but I found it quite unhappy experience." Although it
is unsure about whether N.T.V will use the delivery service again, this bad feedback may affect new
potential customers as some people tend to read the reviews before deciding to use services and
products.
Besides, the issue about difference between committed delivery time and actual delivery time also
occur differently in each application. According to N.T.D (21 years old - University of Economics
HCMC): "The actual delivery time for Loship service is longer, but Grab’s is 100% faster than
committed time, except for force majeure." H.N (20 years old - University of Economics HCMC) also
shared: “For me, the delivery time is quite fast, specifically for Grab food service, but for other apps
like Loship, it is quite long. Maybe this depends on their working system." The problem of sticking to
the committed delivery time does not mind the interviewees but it still imperceptibly helps to
strengthen the trust in customers, brings the position of the business to a higher position than the
competitors. "In general, about the delivery time, I have a pretty strong belief in Now Delivery "-
T.T.N.H (20 years old - Ho Chi Minh City University of Transport). This is probably one of the ways
that how Now Delivery remains its big market share in the food delivery application industry while
many different applications are released.
Through the survey, the research team found that the relationship between the reliability factor,
specifically, the difference between the committed delivery time and the actual delivery time, and the
buying behavior of the students is not directly acknowledgeable but still exists even though it does not
really have a strong effect on the correlation like other factors. However, handling the problem
skillfully despite knowing that the above situation might be inevitable, which is definitely a plus point
for the services in the eyes of the customers.
3. When using that app, do you have to wait for too long to receive the confirmation for your
orders or having your order cancelled by the delivery men? How do you rate the availability
and the promptitude of the delivery men when you make an order? How does the company deal
with your feedback? (Responsiveness)
Parasuraman has developed the famous SERVQUAL model for assessing service quality, in which
feedback is one of the five scales of the model. When using the delivery service, the behavior of
employees of service providers has shown responsiveness to customers through specific actions such
as: When employees inform users when the service is available or the spirit is always ready to help
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and meet the users' requirements.Today, when e-commerce is growing in Vietnam, the companies
providing services also offer many apps to deliver food, some big suppliers such as GRABFOOD,
NOW.vn, LALAMOVE ...The research team surveyed the scale of feedback through the opinions of
students when asked about the use of food delivery services. In the process of using the delivery
service, the time for staff to confirm the order is also an important time because this is a short time but
expressing a clear response from the delivery staff. That item is the quick reception and execution of
orders whether it is rush hour.
When asked, do you often wait long for the delivery staff to confirm the order or have you met the
case of an employee canceling the order? “I found that the order confirmation time is pretty fast no
more than 30 seconds, when I can order it, there are some cases where shipper can cancel the order
because of a remote reason or some other reason, they will call me back "- LTA (20 years old - Hutech
University) or NHN (20 years old - University of Economics Ho Chi Minh City) shared:" Often they
accept quite quickly and I have not been canceled orders for Grab but for the Loship is much canceled.
It depends on the app used!
Thereby, it can be seen that almost every order confirmation time of the service app is quite fast, each
company has a system to set up the order confirmation of the delivery staff in a separate way such
V.T.B.H (20 age - Ho Chi Minh City University of Economics), who used many different food delivery
services, shared that "For Now.vn, when I finish ordering, the system will automatically notify‘ has
received the application, "not the employee called to confirm that the order has been placed. And often,
when it comes to delivery to me (about 15 minutes in advance), people will call me. For GrabFood,
there will be a nearby driver who will accept the application, and I will put it on Now.vn, the system
will automatically accept the application and then hand it to the driver and the driver will bring food
to me” However, whether or not to fulfill orders depends very much on the delivery staff. It is not
uncommon for an employee to cancel an order or require a user to cancel an order or an order that has
not been received. The reason is mainly due to ordering at rush hour or the driver is too far from the
place of order. Normally when canceling an order, employees often phone cancellation confirmation
with the customer and specify the reason from there so the psychological comfort for the user.
Companies in the food service industry always have a strong staff, ready to serve customers quickly,
so they are highly appreciated by users. At the same time to improve the efficiency of customer service
of staff, companies always have customer feedback to receive and overcome. "For Foody or other
services, the feedback is usually in the comment section. This feedback method is quite good, because
I not only respond to comments but can see the feedback of many people who used it before deciding
to order ”- TTNH (20 years old - HCM University of Education) shared .When the service quality is
too bad: "Most of them are good but the case is too bad. If that happens, I will go to the evaluation of
this shipper's attitude for 1 star and state the reason then respond to the service support staff. ”L.T.A
(20 years old - Hutech University) share more.However, the receipt of feedback from customers and
the treatment plan of the service provider company is very limited, such as "I often respond to
companies at times when delivery workers cannot identify location of delivery, employees have to call
customers many times to reposition, I feel quite bothered.I often post comments on the system, and I
really don't know how they will deal with them, but for my part, I only get comments from that service
like 'Thank you for contributing comments, our side will try to improve the quality of service, etc. ',
the solution at that time was quite sketchy. " V.T.B.H (20 years old - University of Economics Ho Chi
Minh City) shared more.
But when asked if the service provider sincerely apologized and corrected it, most people would accept
the apology happily if the company listens to its customers:"I will accept an apology and continue to
use it if the company knows how to listen and understand it seriously," said L.T.A (20 years old -
Hutech University).
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4. Do the delivery staff make a call to confirm your orders or to inform you if something goes
wrong? How do you rate the attitude of the shipper from when you make an order until you
receive it? (Assurance)
According to the model of service quality evaluation of Parasuraman and his colleagues (1988), the
assurance is the provision of services with polite attitude and respect for customers, expressed through
professional qualifications and effectively service with customers. The combination of attitude and
ability will create a sense of trust for customers, thereby creating a sense of comfort and a tendency to
be loyal to the service. Specifically, the service capacity includes 4 basic skills: knowledge of products;
knowledge of the company; listening skills and problem solving skills.
Based on this theory, research group has conducted questions around the assurance factor of food
delivery and surveyed on groups of students in Ho Chi Minh City.
When being asked about receiving phone issues to confirm after ordering through the service, most of
the students answered that they always receive calls from the shipper after successfully creating the
application goods on the app. N.T.V (20 years old - UEH) said, "When I order food, the app informs
the driver that the order has been confirmed, then the driver also calls and confirms with me."; TTNH
(20 years old - UT-HCMC) also answered, "Yes, I think it is always like that, usually when the
application is completed, someone will call back to determine the order once, when the goods arrive,
they will call again.”. According to the interviewer, the attitude of all students is comfortable and
satisfied with this issue. Receiving an order confirmation phone after agreeing to the automatic
message of the "Are you sure you want to buy this food" app minimizes the possibility of errors in
quantity and requirements in the food orders as well as mistakes in the selection process.
However, there are still a few cases where students answer that they do not receive regular phone calls
from the shipper as well as not receive the phone at all. Specifically, N.T.P.T (19 years old - ULAW)
said “I only received a phone call confirming if the order is too complicated or more demanding but
normally it is rare for anyone to call back to confirm.” She also mentioned that this does not affect the
process of ordering and receiving goods because she has made notes very carefully and as long as she
receives the correct dishes, calling for confirmation is not very important. Thus, it is easy to see, the
results of services are factors that students are interested and important in the process of using and
deciding to reuse services.
When a problem occurs during the delivery of food, specifically when the dishes are out, the students
who have encountered this situation will receive a phone call from the delivery staff to inform them.
He can cancel the order or choose another dish as he likes. So respondents all feel the handling of
unintended situations of the delivery service is quite fast and effective. N.T.P.T continue to share,
“When the dish I ordered is sold out, shipper will call me again, maybe I will change the type of foods
and pay more or something. I find that it's okay.” And T.H.T.T (20 years old - HCMUC) said, “For
example, if the store runs out of foods, (the shipper) call me to order something else to avoid giving
me wrong dish. I think it's reasonable on this term.” The survey team found that, in particular, the type
of food delivery service did not have many unexpected and complicated situations and problems;
Therefore, the ability to improvise and solve of the current delivery staff is quite good, satisfying and
meeting the needs of the students.
An important factor in the assurance of service quality is the attitude and service style of the service
staff. In this regard, the students interviewed agreed that the human factor is not stable but tends to
change markedly depending on the case. T.T.H.D (20 years old - HCMULAW) confided: "On the
deliveryman, I see it according to people, there are cute people and there are people who aren’t really
cute. Most of the time, I find they cute, many times, I still give my people more tips”; similarly,
L.T.M.N (20 years old - College of Medicine Pasteur) said, "I appreciate the service of the staff is
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mostly enthusiastic and fun. Sometimes, there are some employees who can't find my address and call
me but with an uncomfortable attitude”. HN (20 years old - UEH) have very profound sharing: "There
are some enthusiastic people and there are also some people who only complete the tasks, because the
transportation service is actually just a delivery intermediary between buyers and sellers, the way to
serve them does not affect the habit of buying food of the customers. They just need to complete the
task of accepting the application and then transporting the food as quickly as possible”. Thus, even
though all are unified, the attitude of the delivery staff is not always professional and welcoming, but
in that case students are still happy to accept because what they are most concerned about is the
delivery time of food as well as the quality of the dish when it comes to them.
Through the answers of the students in Ho Chi Minh City, the survey team preliminarily found the
connection of the elements of assurance (attitude and service capacity) and the buying behavior of
students are exist; however, it is not really linked and has a strong correlation compared to other
factors. The assurance can be an adjunct to the students' mood when using the service but it is certainly
not a leading factor for the decision to use and re-use food delivery service of HCMC students.
5. How did the convenience of the app affect your decision to use the service? (promotions,
recommendations, ease of access, etc.) (Sympathy)
Nowadays, time is becoming a scarce resource. Therefore, convenience becomes a factor that has took
the first place in the list of their priority when making a decision to choose a service or a certain item.
The food delivery services comes with the convenience factor that people are looking for.
To understand this problem, our group has conducted a survey with a small group of university students
through individual interview and group interview. Through the survey, our group has received some
positive comments about convenience that food delivery services have.
After receiving questions about the how the utilities factor of food delivery services affect them, most
students admitted that the these applications help people to balance the timesheet easily.Specifically,
these services help people saving a lot of time for preparing meals daily. T.N.C.C (20 years old -
University of Technical Education) said: "When you are too lazy to go out and buy food, just order on
the app and shipper will bring it to you, convenient, you don't need to go out to buy it". HN (20 years
old - University of Economics Ho Chi Minh City) shared that: "Thanks to the app, if I do not want to
go out, I will use the delivery services." NTPD (21 years old - University of Economics Ho Chi Minh
City) also has the similar opinion: " What I like the most is you don’t have to suffer the hot weather
outside in Saigon but still having food to eat." Thus, convenience factor has a great influence on the
student’s decision of using food delivery services.
Besides, our group also received a lot of positive feedbacks about promotions of the services that the
respondents are using. Not only the students but most of the customers in general want to spend money
as least as they can on the goods and services. It can be said that the promotion is the first thing that
attracts students to approach these services. N.H.P.V (20 years old - Ton Duc Thang University) shared
that: "I only order food when I have promotion code about shipping service" “Since I used the app, I
have a habit of looking for promotional vouchers by surfing app” In the age of 4.0, people also became
sensitive to technology, they used technology to find and get what they want. Specifically, in this case,
customers will often use different services to hunt for promotion codes. At the same point, you
L.T.M.N (20 years old - College of Pasteur Medicine) said: "I often apply promotions of the service.
In general it is quite convenient. "
In addition, users tend to search for free shipping codes, because they want that the money they spend
is paid for their food but they don't want to pay for the delivery cost. M.T.H.N (20 years old - Ho Chi
Minh City University of Economics): "If there is no promotion on the total bill or promotion from the
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restaurants, I often looking for free shipping codes because I feel it more worth it when the money I
spent is the food only. ” From the all comments received, our group found that promotions have a
decisive impact on the priority of choosing delivery services.
A small part of the students admitted that by using of these applications their common problem can be
solved. The everlasting question: "What do we eat today?" With the useful instruction and
recommendation of popular dishes, mobile applications of those food delivery services making it easy
to decide, spent less time than choosing one from a wide range of dishes and restaurant. T.T.N.H (20
years old, Ho Chi Minh City University of Transport and Communications) shared: “The app usually
suggest dishes, restaurants with good food or stores that near me. Sometimes, thanks to these utilities,
I don’t have to think about finding food or places to eat. Because of this, I starting to use this service
more often”. And T.M.H (20 years old - University of Economics Ho Chi Minh City) also have similar
opinion: " Those suggested of popular foods and promotions code help me choose dishes much faster."
Obviously, the inclusion of food suggestions and locations makes the services more and more popular
among students.
Through the answers of the students in Ho Chi Minh City that our group has collected above, it can be
said that the convenient factors have a great influence on the customer’s decision of to or not to
use food delivery services. These factors play a vital role and these are also the first thing to take
consider on making comparison between using the food delivery service and going out, buying things
themselves.
6. How do you feel about the uniform of that company (easy to recognize), the containers of the
delivery bike (able to reserve the food at its best conditions), the interface (theme) (Tangibility)
Recently, the service sector has played an increasingly important role in the national economy.
Therefore, the quality of service becomes one of the issues that are most concerned by services to
promote the customers behavior of choosing to use the service. The service quality requirement
increases day by day. Accordingly, each service provider wants to attract customers must ensure
quality in every smallest step. In Parasuraman's scale model, tangibility is one of the components to
measure service quality. The tangibility element includes: equipment, facilities, uniforms and photo
books (means) introduced by that services. The research team conducted a survey of student groups in
Ho Chi Minh City and had specific research results on the influence of tangibility in the quality of
food delivery services that affect to buying behavior of students in Ho Chi Minh City city.
For a long time, colors and brand identity have become two closely related factors. Logo and brand
identity of the brand will include signals such as images, symbols, numbers and letters. But in which
the signal that most people remember is color. The human brain is programmed to respond to colors
at a faster rate than other signals such as symbols, letters and numbers. For example, people stop when
they see a red light and keep moving when they see a green light ... So that color will allow brands to
convey the message to their customers immediately without the need for words. In the range of quality
of food delivery services that the team is researching, it can be seen that service providers are very
good at taking advantage of the role of colors in increasing brands awareness in the minds of
consumers, therefore impacting and stimulating consumers to use the service because of the
professionalism and sophistication of the service provider in the color selection process as well as other
recognizable features. On the other hand, the color of services also directly affects the spirit, emotions
and consumer psychology. Ms. T.T., 20 years old, University of Culture, said: “The uniform of
GrabFood, I really like it. Fresh cool green is extremely comfortable. ” Most of the students
interviewed highly appreciated the effectiveness of using colors in enhancing brand awareness and
affecting the behavior of choosing to use the service of customers.
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Another element in the tangibility component is the uniform as well as the accompanying tools for the
food delivery of drivers. Along with the color factor, the company uniform is also an important element
in increasing the user's identity about the delivery service. Polite uniforms also create a sense of
professionalism in the process of providing services. For food delivery service providers, looking at
uniforms and the accompanying tools are specially designed insulation boxes for food storage, service
users can know that how their food will be placed whether it is well preserved or not, ensures quality
during shipment to customers. Thereby affecting the trust and guidance to decide on using the services.
Ms P.T., 19 years old, Ho Chi Minh City University of Law shared: "Now.vn’s drivers always put
their food in the box because they have a management check so I feel Now.vn is safe and preserves
food better than other services. ” However, there are cases that drivers of the food delivery service do
not take full advantage of the functions of equipment, affecting the quality of the food. Mr. PT, 19
years old, Ho Chi Minh City University of Law also said: “GrabFood and GoFood often have a big
box placed after the car to preserve food, but people never put food in it, probably because it is quite
cumbersome.” Most of the students interviewed when using the service choose the restaurants that are
near their houses so the food quality problems rarely happen and if it does, it is almost negligible, still
acceptable.
As the group analyzed above, service users look for food delivery services through applications (apps)
to satisfy convenient, fast, time-saving needs. But if the application does not meet this requirement,
most consumers will leave it. The success of a food delivery service in promoting customers' using
behavior partly depends on the applications that the services operates. The success of an application
depends on a combination of many factors, but the most important factor is the user experience. The
experience of service users on the apps has a direct impact on users' emotions and thereby indirectly
influences motivation and ordering behavior. Ms. N.H., 20 years old, Ho Chi Minh City University of
Transport share: "Foody's application (Now.vn), I quite like, colors, images, all are beautiful and
almost changed every day. . ” Ms. B.H., 20 years old, University of Economics in Ho Chi Minh City
said: “Regarding the app interface, I see the services have upgraded, improved the system over time
to be the easiest to use. As compared to before, every time I order on Now.vn, I have to do many steps,
enter information many times, but now the app has been improved to be more convenient and easy to
use.” The interviewed students liked the application with a minimalist design, easy to choose dishes
and easy to use, even for first-time app users.
Through a survey of the tangibility element in the quality of food delivery service, the group found
that this factor has an impact on the behavior of choosing to use the service to order and deliver food
of the students in Ho Chi Minh City, but compared to the rest of the Parasuraman model, the factor
tangibility has not had much influence. However, in the current competitive environment, when more
and more competitors appear in the field of providing food delivery services, the group finds that the
tangibility element becomes a potential element for each service to enhances the recognition and
success, help position the brand in the minds of consumers and thereby building long-term
relationships and customer loyalty.
b) Questionare for interviewees are shippers:
1. What are the factors that you think that make the customers choose your service? What factor
has the biggest impact?
In recent years, technology development process bring a rapid increase in the wide coverage of
technology devices along. This has opened the premise for a new type of business in Vietnam. It is the
food delivery service through the integrated applications on smartphones. With the popularity of smart
mobile devices in today’s world, almost everyone of all ages can access this service, so this field is
becoming an attractive source for many technology companies. This creates a tension competition
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between these firms. To entice and retain customers, each firm has a large number of specific
strategies, towards some specific aspects of their service quality instead of choosing some vague
business strategies.
To have a clear understanding of this problem, our group conducted a survey through direct interviews
these services delivery staffs to find the trends in each firm's strategy choices. Through the survey, our
group has collected lots of answers that show the development orientation of firms that providing this
service.
When interviewed about the quality factors that customers care about, a majority of employees think
that speed is the most appreciated criterion. Most of them think that customers use their services to
find convenience, fast, and thus delivery time has become an extremely important measure for their
service quality. With this question, L.H.L (20 years old - Now.vn) shared: “I think customers choose
my company’s services because we deliver fast”. In the same service firm, N.T.P (29 years old) also
agreed: "Our food delivery is fast delivery." It can be seen that, time is the never enough for anyone,
so only a few minutes of difference are enough to create a completely different opinion, especially in
evaluating a service’s quality.
Besides the promptly factor, some others choose a completely different way. That is the competitive
price, particularly through promotions and incentives. When the currency is gradually controlling the
society, the price is not an inferior criterion when put on the same scale with to the speed factor. Mr.
P.H.T.P (28 years old - GrabFood) said: “I think because our company has many promotions. If there
is no promotion, no one will use it”. Mr. L.H.L (20 years old) also shared the same opinion: “I received
the order that has promotion code very often”. Mr. T.N (38 years old): "Our service has more incentives
than other firms." Through the above answers, it is easy to see that promotional orders are taking up a
very large proportion of fast food delivery orders. It is hard to deny that incentives are not only factors
that attract the attention of customers on their fist trying, but also a retainer for loyal customers.
Besides two dominant factors, another factor that these services are aiming for, is the guarantee for
customer’s benefit. Sometimes, when these companies care too much about the factors of delivery
speed and competitive prices, some orders are not rationally guaranteed,. This cause to the loss of
customers' trust in the services. Detected the problem, these firms are gradually adding some tight
regulations to improve the sense of responsibility of the delivery staff, while ensuring the rights of
customers in some unexpected cases. Mr. L.H.L said: “ I am only allowed to cancel three orders, a
day. When you cancel your order, someone else will take it immediately”. This factor, though not yet
as strongly promoted as the two criteria mentioned above, has not much impact on new users, but is
an easy to improve and develop array to indirectly hold customers who have used the services many
times.
Through the collected answers from food delivery staff in Ho Chi Minh City, it seems there was a
strong impact from two key factors: delivery speed and competitive prices, incentives on the
customer’s choosing services decision. There is an element that is not too prominent but quite
important is the prestige of the companies providing this type of service. These factors will often be
chosen to suit the foundation and development orientation of each different firm.
2. Do you often receive feedback from the customers? What are those usually about?
Any business wants to create quality products that meet the needs of customers and get good
feedback from customers. For services in general and food delivery services in particular, this
becomes even more important. Customer feedback is an important factor to assess the success of
a service. Understanding carefully how customers feel about their service, the services can know
what customers really need, as well as what affects the behavior of choosing the service from the
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customer, from which the services can adjust the service to suit the needs of customer.
Understanding the importance of feedback from customers in relation to service selection behavior
as well as with the way service operators currently operate, the team conducted a survey of experts
specifically part of the driver of Now.vn, GrabFood and Lalamove services.
Looking for food delivery services to satisfy the need for convenience, quickness, saving time and
effort, the delivery time element becomes the top concern of customers when using the service. So
the delivery time feedback accounts for the majority of customer feedback for those services. Most
of the interviewed drivers reported that there were almost no complaints from customers regularly
and that most of the unwanted complaints occurred around the delay in delivery. Mr. T.P. (29 years
old, Now.vn) shared: “I only deliver food, customers get it and go. Customers only show
grumpiness unless they receive food too late, and when they receive early, the customers are happy.
” Fast delivery is always a factor that makes customers happy, however, delivery time is the factor
even employees and service providers cannot really actively adjust to satisfy customers'
expectations. Mr. T.N. (38 years old, GrabFood) said: “Customers often respond very frankly,
sometimes when customers wait too long, people say that they wait a long time. It depends on the
preperation food speed of restaurant. The person who deliver (driver) is very fast. It is important
that the restaurant is fast or low. ”
In addition to the time-delivery factor, the attitude of the food delivery staff is also a factor affecting
customer feedback as well as affecting the decision to choose to use a service. In the field of service
provision, whether or not the service delivery is favorable depends largely on the attitudes of the
service staffs. Customers may be willing to give some tips to motivate service staffs if they feel
satisfied with the service attitude of staffs but may not return to using the service in the future if
the attitude is bad. Good impression with the service staff will make many people decide to use
that service in the next time. Direct interview with a section of food delivery staff of the above
mentioned services, the group found that the attitude of employees has an impact on the feelings
of service users. Mr. T.N. (38 years old, GrabFood) said: "If I am enthusiastic, for example, even
if people put the wrong address, I will still deliver and the customers will be very happy." Most
customers who receive food will be happy and say thank you, but not only with the service attitude
of the employees but also satisfied with the delivery time faster than expected as the group analyzed
above.
After conducting interviews with a part of food delivery staff and researching the positive and
negative feedback of customers, the research team found that customers mainly focused on
delivery time and attitudes of food delivery staff. These factors have an effect on the customers'
choice of service, but don’t really have a strong impact. Thereby, the research team discovered the
professionalism in the service style and the enthusiasm of driver is the factor that services can fully
exploit to satisfy customers even if there is unexpected problems occur, thereby affecting the
behavior of choosing to use the food delivery service in the future.
c) Questionare for interviewee are customer care staff:
1. What aspects of the service that are usually complained? Which is the most frequently
mentioned?
While e-commerce is growing strongly in the Vietnamese market, companies developing food
delivery services are also growing and competing fiercely in this potential market. It can be seen that
the quality of service is one of the most important determinants in the choices of customers in general
and Ho Chi Minh City students in particular. Customer feedback is also an important factor in
improving service quality and bring satisfaction to users.
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The team conducted a survey of employees who participated in the process of receiving specific
customer comments rather than customer care staff of some food delivery companies such as Grab,
Now.vn ... to get an overview of our customers' opinions about the service quality of this food delivery
service. Most people using food delivery services complain about the delay in orders compared to the
estimated time on the system, especially peak hours."Because the shops prepare food slowly for
themselves and often have rush hours, so the number of customers is overcrowded" Customer care
staff (Grab) share or "because the restaurant is too crowded, the shipper have to wait a long time to
get food or a peak time is very easy to get stuck in traffic” CCKH staff (Now.vn) share more. Thereby,
it can be seen that the delay of service providers occurs very often, which partly causes food delivery
service firms to lose customer satisfaction.
Beside, there are cases where the delivery staff delivered the wrong food that the customer placed on
the application, the company provided the service only sorry but there is no specific solution for
customers.However, customer feedback on the rating system of food delivery service companies also
leaves many negative feedbacks from customers.When something happens and the customer notifies
the Customer Care Staff, in some cases, the customer only receives very collectively and the same.
"Staff received your feedback and thank you for using the application" – staff (Grab).Receiving
feedbacks that are not solvable but only comforting customers will easily reduce trust and satisfaction
when using the service of customers because they may think that the company does not really care
about users' opinions.By contrast, being unable to order food at two stores and at two different
locations at the same time in some apps like "Grab's application currently only allows me to place an
order, so when I finish, I can order the next order" the staff (Grab) shared.This also causes many
inconveniences to users when using.Customers must wait for the delivery staff to confirm the delivery
at this store before they can use the app to order the food at another store. This wastes time and makes
it difficult for users
2. What are the solutions? Do they satisfy the customers? (enough to keep the customer using
your app?
After the interview, survey team gathered the negative feedback that the customer officers of the
delivery service often received, the group continued to ask questions to exploit the resolution of the
customer officers to understand the attitude of customer support service and whether their answers can
satisfy what customers have sent feedback or not.
The attitude of employees is one of the most important factors that directly affect customer satisfaction.
Three typical components of attitude are awareness, emotion and intentional behavior. Awareness is
the process of customer officers receiving information and understanding what customers need.
Emotion is the process of personal experience of the staffs for the feedback they receive from the
customer may be preferred or not preferred, emotional or indifferent. Those two factors will form the
behavior of the customer officers expressed in response to customer feedback.
In the process of communicating directly with the staffs, as a customer feedback on the limitations of
the service, the group received some positive answers from the customer officers. For example, when
the group raised a question about the delayed delivery problem compared to the expected time on the
application, a staff member of GrabFood service responded as follows: “I would like to inform you
too. When it is at rush hour, it may be because the shops prepare food too slow and rush hour often
has promotion so the number of customers is too crowded so could you help me by waiting for a little
more while the drivers buy foods for you. If you waited too long for about 1 hour or 2 hours, you could
call me again so I could contact driver for you." Through the conversation, the group found that the
attitude of customer staffs was quite professional, they listened carefully to what customers feedback
and found out the reasons for negative feedback of customers with a happy tone of voice, at the same
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time informed customers in a complete and detailed way so that they could understand and sympathize
with the limitations of the service as well as solutions to solvable problems.
The team found that the Customer Service department of food delivery services was very active in
receiving customer feedback and was willing to answer questions as well as provide solutions to solve
problems which customers had encountered. But there are also some cases where customers leave
negative feedback via other customer support tools such as fanpage or feedback sections on the
application but they only receive automatic messages from computer systems or vaguely answers from
online customer officers. Most customers are dissatisfied with such responses and must call directly to
the switchboard to reflect. Thereby, the group found there was an asynchronous between customer
officers staff via call center and online customer care staff via text message.
The research team believes that at the present time, the process of receiving and processing feedback
from customer care staff is a factor contributing positively to the quality of food delivery service.
Therefore, constantly improving that process will be an advantage in the new and competitive market
like food delivery service. Attitudes and professional behavior from customer staffs will contribute to
customer satisfaction and is an essential factor that keeps customers trusting and reusing services.
II. Quantitative Research
1. Sample size
The group uses the formula to calculate the sample size when knowing the population:
𝑁
𝑛=
1 + 𝑁 (𝑒)2
- n is the sample size
- N is the population
- e is the standard error
Based on the latest figures from the General Statistics Office of Vietnam, the total number of students
studying at universities in HCMC in 2017 is 462,552 students and there is no statistical data for the
2018 yearbook so the research team decided to choose the total number of N is 462,552 students.
The group chooses an accuracy of 95% and a standard error of e = ± 5%
Thus, the sample size is calculated by: n= 462.5521+462.552 (0,05)2=399,65 ≈ 400 (students)
So the group selected to survey 400 students studying at universities in Ho Chi Minh City.
2. Sampling design
The team used simple random sampling. This is a probability sampling process in which sample units
are known and have the opportunity to be selected as follows:
The group named 54 universities in Ho Chi Minh City, each with a piece of paper, put it all in a box.
Take 7 random pieces of paper that represent 7 universities. The draw results of the schools are:
1. University of Economics Ho Chi Minh City

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2. Ho Chi Minh City Law University
3. Ho Chi Minh City University of Technology
4. HCMC University of Medicine and Pharmacy
5. Ho Chi Minh City University of Education
6. Saigon University
7. HCMC Architecture University
After having a list of schools that will be surveyed, the group decided to choose the number of students
in each school to conduct the survey in convenient method, which means based on the convenience
and accessibility of the subjects at where the research team is more likely to meet the object.
3. Survey method
The group decided to survey in two forms: online questionnaires and direct surveys at the 7 universities
mentioned above.
Online forms are conducted by submitting questionnaires via the link https://bitly.vn/32q7 for students
in schools on community activities as well as online discussion forums.
The offline form is conducted by meeting students directly at the campus of the university and
surveying with a designed and printed questionnaire.
4. Questionaire
NO. QUESTION SCALE SOURCE

Part I. SCREENING
1 Q1. Are you studying at universities in Ho Norminal Base on the survey subject is
Chi Minh City? Scale students in Ho Chi Minh
City
1. Yes (Continue)
2. No (Stop survey)
2 Q2. Have you used food delivery services Norminal Base on the research subject
(such as GrabFood, Now.vn, Lalamove, Scale
...)?
1. Yes (Continue)
2. No (Stop survey)
Part II. MAIN INFORMATiON

Life is more and more busy, people have less time to make their own meals daily. Along with the
rapid development of technology as well as understand the above problems and the need for
convenience in each meal, food delivery services in Ho Chi Minh City have appeared. and gradually
became more popular than before. The market for food delivery services has become a market with
great potential for exploiting with the race that is heating up day by day between brands of food
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delivery services. In particular, quality factor is one of the most important factors affecting the
behavior of choosing to use services of customers.
To study the quality factor of the food delivery service affecting the choosing to use behavior of
students in HCM City, the research team chose to conduct the project according to SERVQUAL
model (Parasuraman 1988).
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RELIABILITY: The ability to perform the promised service dependably and accurately.
3 Q3. Assess the degree of influence of Interval Base on the reliability factor
actual delivery time compared to the Scale in SERVQUAL model of
guaranteed delivery time to receive Parasuraman.
foods on your use and reuse behavior.
1. Highly unaffected
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
service’s dedication to solving problems Scale in SERVQUAL model of
that customers have during using the Parasuraman.
service on your use and reuse behavior.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
service’s food quality preservation on Scale in SERVQUAL model of
your use and reuse behavior. Parasuraman.
2. Unaffected
3. Neutral
4. Affected
6 Q6. Assess the degree of influence of the Interval Base on the result of qualititive
correct display on app the journey of Scale survey.
driver on your use and reuse behavior.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
7 Q7. Assess the degree of influence of the Interval Base on the result of quantititive
successful of using promotion codes after Scale survey.
being given by the service on your use
and reuse behavior.
2. Unaffected
3. Neutral
4. Affected
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5. Highly affected
RESPONSIVENESS: The willingness to help customers and to provide prompt service.

8 Q8. Assess the degree of influence of the Interval Base on the goal of determining the
promptly reception of servie on your use Scale importance of the quick factor when
and reuse behavior services processing orders for
customers.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
9 Q9. Assess the degree of influence of that Interval Base on the result of qualititive
the driver voluntarily cancel the order Scale survey.
on your use and reuse behavior.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
10 Q10. Assess the degree of influence of Interval Base on the goal of determining the
customer care staff's response speed on Scale importance of the customer care staff's
your complaint on your use and reuse response speed factor when services
behavior. deal with customers’ compaint.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
11 Q11. Assess the impact of feedback Interval Base on the goal of determining the
attitude of customer care staffs on Scale importance of the customer care staff's
customers’ complaint on your use and feedback attitude factor when services
reuse behavior. deal with customers’ compaint.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
12 Q12. Assess the degree of influence of the Interval Base on the responsiveness factor in
effectiveness of resolution that services Scale SERVQUAL model of Parasuraman.
perform on customer feedback on your
use and reuse behavior.
2. Unaffected
22
3. Neutral
4. Affected
5. Highly affected
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ASSURANCE: The knowledge and courtery of employees and their ability to convey trust and
confidence.
13 Q13. Assess the degree of influence of the security of Interval Based on the goal of
customers' personal information (full name, phone Scale describing the
number, home address,...) on your use and reuse relationship between
behavior. assurance factor and
users buying behavior.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
14 Q14. Assess the degree of influence of the delivery Interval Base on the result of
staffs’ attitude (with affection, dedication or hate,...) Scale qualititive survey.
when receiving orders, delivering and dealing with
difficulties during using the service on your use and
reuse behavior.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
15 Q15. Assess the degree of influence of the security of Interval Base on the assurance
making other payment transactions through online Scale factor in SERVQUAL
wallets associated with the food delivery service’s model of Parasuraman.
application on your use and reuse behavior.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
16 Q16. Assess the degree of influence of the Interval Base on the result of
professionalism of food delivery service staffs creating Scale qualititive survey.
customer trust on your use and reuse behavior.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
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17 Q17. Assess the degree of influence of ensuring the Interval Base on the result of
quantity and quality of dishes in orders on your use Scale qualititive survey.
and reuse behavior.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
EMPATHY: The provision of caring, individualized attention to customer.

18 Q18. Assess the degree of influence of the value of Interval Base on the empathy
promotion codes on your use and reuse behavior. Scale factor in SERVQUAL
model of Parasuraman.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
19 Q19. Assess the degree of influence of the quantity of Interval Base on the empathy
promotion codes on your use and reuse behavior. Scale factor in SERVQUAL
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
20 Q20. Assess the degree of influence of easy-to-use Interval Base on the result of
element of the sevice applications on your use and Scale qualititive survey.
reuse behavior.
1. Highly unaffecred
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
21 Q21. Assess the degree of influence of Interval Base on the empathy

recommendation of foods according to buying habits Scale factor in SERVQUAL
on your use and reuse behavior. model of Parasuraman.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
25
22 Q22. Assess the degree of influence of quantity of Interval Base on the result of
banks maybe use to link and pay for orders on your Scale qualititive survey.
use and reuse behavior.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
23 Q23. Assess the degree of influence of benefits of cards Interval Base on the result of
payment on your use and reuse behavior. Scale qualititive survey.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
24 Q24. Assess the degree of influence of diversity of Interval Base on the result of
stores and foods for ordering on your use and reuse Scale qualititive survey.
behavior.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
TANGIBILITY: The appearance of physical facilities, equipment, personnel and communication

materials.
25 Q25. Assess the degree of influence of the popolation Interval Base on the tangibility
of the service amployees on your use and reuse Scale factor in SERVQUAL
behavior. (advertisements, how often you catch a model of Parasuraman.
company's delivery staff ...)
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
26 Q26. Assess the degree of influence of form of delivery Interval Base on the tangibility
vehicles (new, clean or old, rusted a lot) on your use Scale factor in SERVQUAL
and reuse behavior. model of Parasuraman.
2. Unaffected
3. Neutral
26
4. Affected
5. Highly affected
27 Q27. Assess the degree of influence of non Interval Base on the goal of
homogeneous uniform of the food delivery service’s Scale determining the current
staffs on your use and reuse bahavior. situation of food
delivery service
1. Highly unaffected uniforms that impact
2. Unaffected on customer behavior.
3. Neutral
4. Affected
28 Q28. Assess the degree of influence of superficial Interval Base on the tangibility
characteristics of the food delivery staffs (neat, Scale factor in SERVQUAL
unobtrusive) on your use and reuse behavior. model of Parasuraman.
2. Unaffected
3. Neutral
4. Affected
5. Unaffected
29 Q29. Assess the degree of influence of the quality of Interval Base on the tangibility
food preservatives on your use and reuse behavior. Scale factor in SERVQUAL
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
30 Q30. Assess the degree of influence of appearance of Interval Base on the tangibility
services applications on your use and reuse behavior. Scale factor in SERVQUAL
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
31 Q31. Assess the degree of influence of the adequate Interval Base on the tangibility
store’s information providing on application on your Scale factor in SERVQUAL
use and reuse behavior. model of Parasuraman.
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
27
32 Q32. If you can offer suggestions to change or improve Open- Based on the goal of
the food delivery service you have been using, what ended understanding the
will you mention? question needs and improving
the service quality of
……………………………………………… customer.
………………………………………………
………………………………………………
………………………………………………
………………………………………………
………………………………………………
………………………………………………
…………………………………………………
Part III. BACKGROUND
33 Q33. What is your average monthly income (including Interval Determining the
family allowance)? Scale existence of the
relationship between
1. < 1.000.000 VND personal financial
2. 1.000.000 – 3.000.000 VND issues and customer
3. 3.000.000 – 5.000.000 VND concerns to the quality
4. > 5.000.000 VND of food delivery
service quality.
34 Q34. Where do you live (district)? Nominal Determning the
Scale existence of the
…………………………………………….. relationship between
the living area and
customer concerns to
the quality of the
delivery service.
28
C. QUANTITATIVE RESEARCH RESULT
I. Sample description
1. The rate of respondents who are currently studying at universities in HCMC
1% The rate of respondents who are currently

studying at universities in HCMC
Yes
No
99%
The research team conducted the survey around the locations of some universities in the city, so most
of the respondents were students from universities in HCMC.
2. The rate of respondents who have already used food delivery services
The rate of respondents who have

already used food delivery services
6%
Have used
Haven't used
94%
According to the results, most of the students in Ho Chi Minh City have already used the food
delivery services.
3. List of universities in which the respondents are studying
29
According to the chart, the research team found that the majority of the survey participants are students
of universities in the central areas of Ho Chi Minh City (District 1, District 3, District 10, ...), where is
surrounded by various universities and food stalls.
30
University of Economics
Ho
University of Science
University of Sai Gon
University of Social
Sciences and Humanities
HCMC University of
Education
HCMC university of
Technology
Ton Duc Thang University
University of Architecture
University of Law
HCM University of
Medicine and Pharmacy
HCMC Univesity of
Technology and Education
University of Foreign
Language and Information
Technology
and Law
University of Foreign Trade
University of Finance -
Marketing
HCMC Open University
HCMC University of
Agriculture and Forestry
Van Lang University
HUTECH
RMIT
International University
and Finance
31
4. The average income of respondents
The average income of respondents
5%
20%
32%
Less than 1 MILLION VND
1 MILLION - 3 MILLION VND
3 MILLION - 5 MILLION VND
More than 5 MILLION VND
43%
Through the survey, it is clear that the respondents were students with average income, which is around
1 million - 3 million VND / month.
5. The living areas of the respondents
Areas
1%
1%
1%
1% District 1
1%
District 2
2% 6% District 3
5%
6% 1% District 4
District 5
3% 4%
District 6
District 7
District 8
6% 12% District 9
District 10
District 11
District 12
8% 1% Thu Duc District
Binh Thanh District
6% Tan Phu District
1% Tan Binh District
3% 5% Binh Tan District
Go Vap District
Phu Nhuan District
24% 3% Hoc Mon Province
Nha Be Province
Binh Chanh Province
The majority of respondents live in large districts, or the locations of many famous restaurants, such
as: district 10, district 5 ..., or places that is difficult to buy food (far away, not many choices, home
away from school ...), like: Thu Duc district, ...
32
II. Research result and issues’ cause
1. RELIABILITY FACTOR
i. Guaranteed delivery time with actual delivery time
Chart 1.i: The degree of influence of actual delivery time compared to the guaranteed
delivery time to receive foods on use and reuse behavior of student in HCMC.
Guaranteed delivery time with actual

delivery time
50%
45%
45%
40%
35%
30% 28%
25%
19% Guaranteed delivery time with
20% actual delivery time
15%
10%
5%
5% 2%
0%
Highly Unaffected Neutral Affected Highly
unaffected affected
(Source: Survey result)
Survey results show that most respondents highly appreciate the delivery time factor when choosing
to use the service. Nearly half of the respondents (45%) believe that the actual delivery time compared
to the time of commitment to receive goods affects the use and reuse food delivery services. While the
number of respondents said that this factor is very unaffected, only a very small amount of 2%. It can
be seen that the number of respondents said that the actual delivery time factor compared to the time
of commitment to receive goods that affects buying behavior is above average. This shows that the
time-delivery factor has a strong influence and is also a factor that stimulates service users to choose
to use and reuse the service. Service users look for the food ordering applications for convenience,
saving time and effort, so that services providers can maintain and improve the delivery time even
more to promote behavior of using and reusing services of customer.
33
ii. Service’s dedication to solving problems that customers have during using the service
Chart 1.ii: The degree of influence of service’s dedication to solving problems that
customers have during using the service on use and reuse behavior of student in HCMC.
Service’s dedication to solving problems that

customers have during using the service
45% 41%
40%
35%
29%
30%
25% 21%
Service’s dedication to solving
20% problems that customers have
15% during using the service
10% 6%
4%
5%
0%
unaffected affected
For the service industry, solving obstacles for customers is always one of the factors that are of top
concern and also a factor that customers rely on to assess the quality of such services. Through the
survey, respondents said that the service's dedication to solving problems that customers have during
using the service was affected and very affected in use and re-use behavior accounted for 70%.
Meanwhile, the number of respondents said that this factor was unaffected and highly unaffected only
accounted for 10% and the number of respondents said that the influence from this factor to buying
behavior was normal accounted for 21%. This shows that users of food delivery services as well as
other services are always interested in the enthusiasm from the service when using. This is an important
factor in creating trust from customers to promote the behavior of choosing to use and reuse services.
34
iii. Service’s food quality preservation
Chart 1.iii: The degree of influence of service’s food quality preservation on use and reuse
behavior of student in HCMC.
Service’s food quality preservation

60%
54%
50%
40%
31%
30%
Service’s food quality
preservation
20%
12%
10%
4%
2%
0%
unaffected affected
Choosing to use a food delivery service instead of cooking at home, service’s food quality preservation
is a factor that is appreciated by customers. Each service committed to the quality of food to customers
is guaranteed, particularly fresh and hot. The survey showed that 85% of respondents said that the
service’s food quality preservation was affected and very affected to use and reuse behavior of
customers, exceeding the average level very much. Meanwhile, only 4% of respondents said this factor
was unaffected and 2% said it was very unaffected. Thereby, it is shown that people who use food
delivery service pay great attention to the food quality preservation. This factor needs to be addressed
by food delivery services to further improve the quality of food preservation to customers, creating
trust from customers to promote the behavior of choosing to use and reuse services.
35
iv. The correct display on app the journey of driver
Chart 1.iv: The degree of influence of the correct display on app the journey of drivers on
use and reuse behavior of student in HCMC.
The correct display on app the journey of

driver
40% 37%
35%
30%
26%
25% 22%
20%
The correct display on app the
15% journey of driver
10%
10%
5%
5%
0%
unaffected affected
41% of respondents said that the correct display on app the journey of driver is normal to highly
unaffected to the choosing to use and reuse of customers, much higher than the the remaining elements
have been analyzed. 59% of respondents said that this factor was affected and very affected to buying
behavior, of which 22% of respondents said it was very affected. Respondents who consider this
affection are often very concerned about delivery time as well as safety, ensuring food will reach
customers. Customers who are interested in delivery time always want to know the exact location of
the drivers to measure the time that they will receive the goods as well as promptly solve other
problems arising during delivery such as: the driver did not deliver the food as promised or the driver
went the wrong way. The two groups of respondents said that the correct display on app the journey
of driver is normal, very unaffected and affected, very affected have a big difference indicating this
factor is still affect but not yet strong and have not really affected to the behavior of using and reusing
of services.
36
v. The successful of using promotion code after being given by the service
Chart 1.v: The degree of influence of the successful of using promotion codes after being
given by the service on use and reuse behavior of student in HCMC.
The successful of using promotion code after

being given by the service
45%
39% 40%
40%
35%
30%
25%
The successful of using
20% promotion code after being
14%
15% given by the service
10%
3% 4%
5%
0%
unaffected affected
The survey showed that most respondents said that the successful of using promotion codes after being
given by the service is affected and very affected (accounting for 79%) to use and reuse behavior.
Respondents answered that it was unaffected and very affected was only 7%. Promotion code is a
factor that is very interested by customers so in order to attract customers, service companies have
offered a lot of promotion codes. Successful use of such promotion codes will create prestige as well
as trust about customer service. Successful use will benefit customers and enjoy promoting the use and
reuse behavior of customer. The survey showed that respondents were very interested in promotion
codes and the successful application of that code during payment. This shows that food delivery
companies should not only focus on giving more customers to the code but need to improve the app,
ease of use and quick processing of promotional codes applied by customers to increase the number
of customers using and reusing services.
37
vi. Summary of Reliability factor
Chart 1.v: The degree of influence of the successful of using promotion codes after being
given by the service on use and reuse behavior of student in HCMC.
Average influence level

The successful of using promotion
code after being given by he 4.1
service
The correct display on app the
3.6
journey of driver
Service’s food quality preservation 4.28

Service’s dedication to solving
problems that customers have 3.86
during using the service
Guaranteed delivery time with
3.93
actual delivery time
3.2 3.4 3.6 3.8 4 4.2 4.4
After surveying and analyzing customer survey results through questions surrounding reliability
factors in the model of Parasuraman, the research team found that there was an influence between the
factor of trust and choosing to use and reuse of customers. In particular, guaranteed delivery time with
actual delivery time, service’s food quality preservation and the successful use of the using promotion
code after being given by the service has a high level impact on the use and reuse behavior of
customers. The factor of service’s food quality preservation has an degree of influence of 4.28 / 5, the
highest of all factors of reliability. The Service’s dedication to solving problems that customers have
during using the service and the correct display on app the journey of driver are two factors that have
less effect than the other factors, in which the correct display on app the journey of driver is much less
influential when the influence level is 3.6 / 5. It shows that food delivery services want to further
improve trust from customers to promote use and reuse behavior, it is necessary to focus on improving
main factors: the delivery time, the quality of food to customers as well as the successful of using
promotion code after being given by the service. In addition, food delivery services should pay
attention to the remaining factors such as dedication to solving problems that customers have during
using the service and the correct display on app the journey of driver to be more complete in creating
trust from customers to choose to use and reuse the service.
38
2. RESPONSIVENESS
i. The promptly reception of service orders
Chart 2.i: The degree of influence of the promptly reception of servie on use and reuse behavior of
student in HCMC.
The promptly reception of service orders
50%
45%
45%
40%
35%
31%
30%
25% The promptly reception

of service orders
20%
16%
15%
10%
5% 4%
3%
0%
Highly Unaffected Neutral Affected Highly affected
unaffected

It is shown in the chart that about three-quarters of the respondents said that the fast delivery of the
order delivery service affects their use. In fact, about 45% of respondents felt this factor affected and
about 31% of respondents said that this factor greatly affected their use behavior. This shows that
receiving orders and processing quickly orders of customers is a very important factor to form a good
food delivery service and create trust of customers for the service.
39
ii. The driver voluntarily cancel the order
Chart 2.ii: The degree of influence of that the driver voluntaruily cancel the order on use and
reuse behavior of student in HCMC.
2. The driver voluntarily cancel the order

40%
36%
35%
30% 28%
25%
19%
20%
2. The driver
voluntarily
15% cancel the order
11%
10%
6%
5%
0%
unaffected

The chart above shows the gradual increase in the degree of influence of the driver arbitrarily
canceling the order to the behavior of the respondents. About 65% of respondents said this affected
their use. Specifically, 28% of respondents chose to influence and 36% of respondents chose to be
very influential. So nearly 17% of respondents chose words that did not affect normal. So we can
deduce that 35% of those respondents did not consider the driver to arbitrarily cancel an order
affecting their behavior. The cancellation of the drivers due to various reasons such as: the restaurant
is too far away, the shop is closed, the restaurant runs out of dishes, the car breaks down in the
middle of the road ... The respondents feel that this does not affect the use Their part is also partly
due to sympathy for the reasons for canceling the application but undesirable driver. Food delivery
services should pay attention to ensuring a successful order-to-delivery ratio to improve the quality
of their services and retain customers' continued trust and reuse services.
40
iii. Rapidly feedbacks of customer care staff for customers’s complaint
Chart 2.iii: The degree of influence of the rapidly feedbacks of customer care staff for customers’s
complaint use and reuse behavior of student in HCMC.
Tốc độ phản hồi của nhân viên CSKH đối với phản hồi của bạn
40% 38%
35%
29%
30%
25% 23%
20%
Rapidly feedbacks
15% of customer care
staff for
10% customers’s
6% complaint
4%
5%
0%
unaffected

Through the chart above, about 67% of respondents said that the response rate of customer care staff
to complaints that affect their use behavior specifically has 38% of respondents choose to influence
and 29% of respondents. choose very influential. In the course of using the service, sometimes
customers have complaints about service quality and need the service provider to answer questions.
Only about 10% of respondents said that this factor did not affect their use. Therefore, the speed of
responding to complaints of passengers is also a factor that makes customers' satisfaction with the
service. The speed of feedback shows how fast and professional it is in providing services to
customers. The attitude of staff feedback on your complaints.
41
iv. Feedback attitude of customer care staff on customers’s complaint
Chart 2.iv: The degree of influence of the feedback attitude of customer care staff on customers’s
complaint use and reuse behavior of student in HCMC.
Feedback attitude of customer care staff on customers’s

complaint
40%
36%
35%
35%
30%
25%
20% 19%
15% Feedback attitude of

customer care staff on
customers’s complaint
10%
7%
5% 3%
0%
Highly unaffected Unaffected Neutral Affected Highly affected

The chart shows that only 10% of respondents said that the attitude of the staff members did not
affect their use behavior. Meanwhile, 71% of respondents said that this factor greatly affected their
use. Again, the chart shows a very large difference between the degree of influence and the effect of
this factor on the response. Not only does the speed of complaint complaints need to be fast, but the
attitude of feedback from customer care staff needs to be professional to create customer satisfaction,
giving customers a feeling that they are using the service with the scientific staff. This service is very
good and professional.
42
v. Effectively solving complaints that services perform on customers’s feedback
Chart 2.v: The degree of influence of the effectively solving complaints that services perform on
customers’s feedback on use and reuse behavior of student in HCMC.
Effectively solving complaints that services perform on

customers's feedback
40% 38%
37%
35%
30%
25%
20% Effectively solving

17% complaints that services
15% perform on customers’s
feedback
10% 7%
5% 2%
0%

The above chart shows the gradual increase in the number of respondents who choose the word
levels without affecting the effect. Only 9% of respondents said that the effective factor to resolve
complaints that the service made for your feedback and 75% of respondents said that this factor was
very influential for them. When the customer has a complaint about the service, what is most
interested in is the effectiveness of the solutions that the service offers. In addition, there are two
factors that speed some feedback attitude of customer care staff to create the highest level of
satisfaction for customers. When customers are really satisfied with the service, they will tend to use
the service more.
43
vi. Summary of Responsiveness Factor
Chart 2.vi: The degree of influence of elements of responsiness’s factor group on HCMC student’s
behavior of using and re-using services
The average of degree of influence
Effectively solving complaints that services perform on

4.02
customers’s feedback
Feedback attitude of customer care staff on customers’s

3.94
complaint
Rapidly feedbacks of customer care staff for customers’s

3.83
complaint
The driver voluntarily cancel the order 3.78
The promptly reception of service orders 3.99
3.65 3.7 3.75 3.8 3.85 3.9 3.95 4 4.05
The average of degree of influence

After surveying and analyzing customer survey results through questions surrounding the response
(responsiness) factor in Parasuraman's model, the research team found an influence between the
feedback factor for choosing to use and reuse customer services. In particular, the effective factor to
resolve complaints that services perform on your feedback and the quick handling of orders of services
has a high degree of influence on user behavior and reuse. customer service. The effective factor of
complaint resolution that services perform on your feedback is 4.02 / 5, the highest in responsiveness.
The factor of the driver's voluntarily canceling the order and the response speed of the customer service
staff to your complaint are two factors that have less impact than the rest, in which the factor of driver
the order to cancel the order is much less effective when the influence level is 3.78 / 5. Thereby
showing that food delivery service companies want to further improve trust from customers to promote
use and reuse of services, it is necessary to focus on improving and improving the main factors. The
speed of order processing, feedback attitude of customer care staff as well as the effectiveness of
resolving customer complaints when using the service. Besides, it is necessary to improve the
remaining factors such as limiting order cancellation from the driver as well as the speed of responding
to complaints of customer care staff to create trust from customers who continue to choose to use and
reuse service.
44
3. ASSURANCE
When the research team conducted a survey on the impact of quality factors of food delivery services
on buying behavior of HCMC students by means of social networking and meeting directly students
of universities and colleges in Ho Chi Minh City on the assurance factor according to SERVQUAL
model of PARASURAMAN.
Assurance (Assurance) is the attitude, behavior, professional behavior of employees in the process of
forwarding, customer care and resolving complaints thereby creating trust and satisfaction for
customers. .
i. The security of customers' personal information (full name, phone number, home
address,...)
Chart 3.i: The degree of influence of the security of customers' personal information (full name,
phone number, home address,...) on use and reuse behavior of student in HCMC.
Securing customer information such as name, phone number, home address and other personal
information when customers log into online food delivery service applications is essential for
businesses that provide food delivery services
Information security is the process of protecting the safety of data in order to avoid intrusion, theft of
hackers' data or unwanted agents. Security of safety information is the best way to help businesses and
individuals avoid unnecessary risks.Customer information is considered an invaluable asset of every
business. For information providers, it is extremely important to keep personal information
confidential. The Internet is an environment full of dangers and without awareness, customers will
easily catch a trap and become a good bait for hackers. Today's students are also aware of the
importance of personal information security with 46.5% of students surveyed saying they are highly
interested and 31.2% of students are interested in securing personal information when providing
45
personal information for food delivery service applications.This number is three times larger than the
percentage of students who are neutral or not interested in securing information because they are not
aware of the importance of protecting personal information.However, there are still a few students who
are less interested in 3.1% and 2.8% of the surveyed students expressing the degree of influence of
security from service providers is highly unaffected and unaffected.. This may be because the security
of personal information through online applications is too new for users or because of the psychology
of users that personal information such as name and number phone, ... provided when using the
application is the basic information if there is a leak, it does not affect too much to the supplier itsel
ii. The security of making order payment transactions through electronic wallets associated
with the food delivery application
Chart 3.ii: The degree of influence of the security of making order payment transactions through
electronic wallets associated with the food delivery application on use and reuse behavior of
student in HCMC.
Nowadays, when transactions via bank cards are linked to electronic wallets increasingly popular, the
information security of cards and cardholders is increasingly important. Through the awareness survey of
HCMC students about the safety of making payment transactions through electronic wallets linking food
delivery applications, 53.5% and 24% of the surveyed students showed that they are very interested and
concerned about the security of this transaction. The number of neutral students accounts for 14.8%, which
is 3.6 times smaller than the number of students who find this factor very affecting the users themselves.
Although it is essential to ensure the security of personal information when making transactions when
paying through e-wallets associated with the application, there are still 2.5% and 5.3% of students surveyed
not yet realized the impact of this.
46
iii. The attitude of delivery staff (with affection, dedication or hate, ...) from the time of receipt of
the application to delivery to the customer and when an incident occurs.
Chart 3.iii: The degree of influence of the attitude of delivery staff (with affection, dedication or
hate, ...) from the time of receipt of the application to delivery to the customer and when an incident
occurs on use and reuse behavior of student in HCMC.
For businesses that provide food delivery services, food delivery staff is the person who has the most contact
with customers. They are the face of the company, their attitude and behavior play an important role in the
company's image in the minds of users. A positive, cheerful employee who is willing to help customers and
quickly in the special job of online food delivery service will leave customers with good impressions so that
they can attract more customers.
The survey results show that 33.2% and 39.8% of the surveyed students believe that the attitude of the
delivery staff is very influential for them and up to 23.4% of students are neutral to this factor. This shows
that although only a very short time from the time of receiving applications to successful delivery to
customers, customers will still feel the style and professionalism of a company's employees and offer my
own remarks about satisfaction with the quality of service and the decision to use the service in the future.
However, 1.4% and 2.2% of students surveyed said that this factor did not affect their buying decision-
making behavior because it was too short to measure a service application, they just interested in whether
or not the food I ordered meets the quantity and quality requirements.
47
iv. The professionalism of employees creates customer trust
Chart 3.iv: The degree of influence of the The professionalism of employees creates customer trust
on use and reuse behavior of student in HCMC.
The professionalism of staff will create trust and satisfaction of customers when using the service. The
professionalism here is the attitude, behavior and understanding of employees when incidents occur or
complaints from customers including two main groups: food delivery staff and customer care staff .Survey
results show that up to 23.7% and 41.8% of students believe that the professionalism of their employees is
very influential and moderately affects their buying behavior. Because if the complaints are resolved quickly
or the dedicated help from the staff will create customer trust in the service from which the customer may
increase the use of services in the future. 8.6% and 1.1% of students surveyed said that this factor was not
affected and very unaffected may be because the respondents did not pay attention to the professionalism
of their employees, they were only interested in Other factors such as quality, quickness of service, ... or
users only pay attention to the professionalism of customer care staff when an incident occurs with the order
or complaints to the supply company.
48
v. The impact of ensuring the sufficient quantity and quality of dishes in the order.
Chart 3.v: The degree of influence of the professionalism of employees creates customer trust on
Ensuring the right quantity and quality of food is essential for food delivery services because this is
the first condition that companies provide committed applications to customers. 51.1% and 30.9% of
the surveyed students said that the factors are very influential or very influential to users. Only 1.1%
and 3.1% of students are not interested in this factor because this is a condition that all service providers
must commit to customer
49
vi. The overall degree of influence of the assurance factor
Chart 3.vi: The degree of influence of the overall degree of influence of the assurance factor on
When the group compared the impact of factors in the guarantee, the confidentiality of customer
information is the most influential factor for students with 4.16 / 5, followed by ensuring the correct
quantity and quality of dishes in order with 4.1 / 5. The lowest ranking in the influence rankings is the
professionalism of employees to create customer trust 3.64 / 5.. This shows that users are very focused
on securing personal information while having an objective view for the staff of a company that
provides food delivery services because the time for delivery staff to contact customers is very short.
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4. EMPATHY
i. Value of promotion code
Chart 4.i: The degree of influence of the value of promotion code on use and reuse behavior of
student in HCMC.
Value of promotion code

45.0% 41.8%
40.0%
35.0% 33.7%
30.0%
25.0%
20.0% 18.7%
15.0%
10.0%
5.0% 2.5% 3.3%
0.0%
Value of promotion code
(Source: Survey results)
Service users, especially students, always aim at personal interests when deciding on a certain service.
Therefore, the value of promotion codes is considered by the majority of respondents (41.8% choose
influence level 5 and 33.7% choose influence level 4) which is understandable. The value of the
promotion code is how much money is reduced or how much money is discounted on the total bill.
This is an essential factor in attracting consumers' attention. When they feel beneficial, in particular to
spend less money in exchange for similar products and services at normal prices, their buying behavior
will be strongly encouraged because their money is felt saving. Therefore, only 2.5% of the surveyed
students chose the degree of influence 1 and 3.3% to choose the effect level 2. Since then, the value of
promotion and discount codes can have a very strong impact on the behavior of using and reusing
services of HCMC students.
51
ii. Quantity of promotion code
Chart 4.ii: The degree of influence of the quantity of promotion code on use and reuse behavior of
student in HCMC.
Quantity of promotion code

40.0%
35.0% 33.4%
30.1%
30.0%
26.2%
25.0%
20.0%
15.0%
10.0%
6.4%
3.9%
5.0%
0.0%
Quantity of promotional code
Similar to the value factor, the number of promotional codes is also a factor that most students pay
attention to when using the service. Although not quite as outstanding because the number of
respondents choose the level of influence 4 is the most (instead of the influence level 5 like above),
but the number of promotion codes is still a noticeable factor. The number of promo codes will easily
attract more users. They can spend more time to use the service to search for the promotion code of
the store or the food they are in need of. Accidentally in the process, users will use the service as well
as order food that is outside their original needs and thereby increase the efficiency of connecting
between users and services.
52
iii. Easy-to-use element of the service applications
Chart 4.iii: The degree of influence of the easy-to-use element of the service applications on use
and reuse behavior of student in HCMC.
Sự dễ sử dụng của các ứng dụng dịch vụ

50.0%
45.0% 43.5%
40.0%
35.0%
30.0%
24.8% 24.5%
25.0%
20.0%
15.0%
10.0%
5.6%
5.0% 1.7%
0.0%
Easy-to-use factor of the service application
Through the chart above, it is easy to see that although the total percentage of respondents selected the
influence level 4 and 5 is still very high (the degree of influence 4 has 43.5% of the total number of
answers and the influence level 5 There are 24.5% of the total answers) but there is a significant
decrease in the percentage of respondents who choose the influence level 5. This is completely
understandable. Because this is a graph showing the survey results for easy-to-use elements of service
applications and survey subjects are HCMC students. Young people, especially city students, are
always sensitive and catch up with all the latest technology trends thanks to their dynamism and
curiosity. So, food ordering applications have never been the biggest concern for students when
choosing a service to use. However, the levels of influence 3, 4 and 5 are still selected by many
students, indicating that the ease of use of applications is always a factor to be considered when
building the foundation for these applications.
53
iv. Recommendation of foods according to buying habits
Chart 4.iv: The degree of influence of the recommendation of foods according to buying habits on
Recommendation of foods according to buying habits

40.0%
35.0% 33.7% 33.4%
30.0%
25.0%
18.9%
20.0%
15.0%
10.9%
10.0%
5.0% 3.1%
0.0%
Recommendation of foods according to buying habits
Suggestions to food habits means that food or stores often ordered by customer will be offered more
to that user. This is the factor that received the highest neutral rating (33.7% of total respondents),
followed by the influence level 4 (33.4% of total respondents). This shows that the recommendation
according to buying habits is not a big factor in the consideration of using services of students. One of
the reasons may come from the love for new dishes from the majority of young people; they are young,
energetic and inclined to find novelty rather than being loyal to a certain dish. Therefore, the
recommendation of buying habits can make young people feel redundant and unnecessary.
54
v. Quantity of banks may be used to link and pay for orders
Chart 4.v: The degree of influence of the quantity of banks may be used to link and pay for orders
s on use and reuse behavior of student in HCMC.
Quantity of banks may be used to link and pay for orders

40.0%
34.8%
35.0%
30.6%
30.0%
25.0% 22.6%
20.0%
15.0%
8.9%
10.0%
5.0% 3.1%
0.0%
Quantity of banks may be used to link and pay for orders
The rapid development of information technology has always been a big advantage for businesses who
know how to seize opportunities, especially for businesses with digital technology platforms. For food
delivery services, linking bank cards to pay for orders automatically and online is also a smart
application of information technology. Through the measurement chart of the degree of influence of
the number of banks that can be used to link and pay for orders on the use of services by students, we
realize that the degree of influence of this factor only stop at lever 3 of influence-neutral (30.6% of
total answers) and level 4 of influence-affected (34.8%). The statistics are not too high for a new and
convenient factor like that. There are several possible reasons such as most of the banks currently used
by students already can be linked to the ordering application, so there are not many cases that just
because the number of banks is limited would lead to no-use of the service decision; or the ulility of
bank card link to pay bills that have not yet been disseminated in the student may also make the impact
of this factor for the use of the survey object not too high.
55
vi. Benefits of cards payment
Chart 4.vi: The degree of influence of the benefits of cards payment on use and reuse behavior of
student in HCMC.
Benefits of cards payment

40.0%
36.5%
35.0%
30.0%
26.2%
24.5%
25.0%
20.0%
15.0%
9.5%
10.0%
5.0% 3.3%
0.0%
Benefits of cards payment
Similar to the above factor, the convenience of payment by card is a new element and is applied
information technology to the type of service business. The convenience of payment by card can
include fast, neat and accurate payment, especially the safety and security when paying for bills.
Prominent in the survey results is the influence level 4 accounted for the highest proportion with 36.5%
of the total answers. This result is not really impressive compared to the results of other factors, but is
a highly promising factor. Because young people are always highly sensitive to new digital
technologies and utilities; from there they will soon understand the importance as well as the
convenience of payment via bank card of food ordering applications. Thus increasing the impact of
this factor on the use and reuse of customer services.
56
vii. Diversity of stores and foods for booking
Chart 4.vii: The degree of influence of the diversity of stores and foods for booking on use and reuse
behavior of student in HCMC.
Diversity of stores and foods for booking

45.0%
40.4%
40.0% 37.6%
35.0%
30.0%
25.0%
20.0%
15.0%
15.0%
10.0%
5.3%
5.0% 1.7%
0.0%
Diversity of stores and foods for booking

.
Young people are always the leading population in favor of new things and love to discover. Therefore,
the diversity of restaurants and dishes can easily be set to become one of the most influential factors
for city students when choosing food delivery services. Specifically, the influence level of 4-affected
accounted for 37.6% of total respondents and the influence level of 5-highly affected accounted for
40.4% of total respondents. This data is very high compared to the rest of the group. For a wide and
diverse area like Ho Chi Minh City, the demand for students' culinary experience is always very high.
Therefore, if the food ordering application can meet that need, it is understandable that they are ready
to use and reuse that service.
57
viii. Summary of factors (empathy)
Chart 4.viii: The degree of influence of empathy quality factors on the behavior of using and reusing
services of HCMC students
Diversity of stores and foods for booking 4.10
Benefits of cards payment 3.69
Quantity of banks may be used to link and pay for

3.65
orders
Recommendation of foods according to buying
3.54
habits
Easy-to-use element of the service application 3.84
Quantity of promotion code 3.79
Value of promotion code 4.09
3.00 3.20 3.40 3.60 3.80 4.00 4.20 4.40
Through chart 8, it is easy to see, among the seven elements of the group of sympathy quality factors,
the most prominent factor are the diversity of shops and dishes (the average influence is 4.10) along
with the value of promotion code element (average degree of influence is 4.09). As mentioned above,
the diversity of restaurants and dishes will stimulate consumer buying behavior. Because they always
like innovation and being able to choose a variety of dishes in many different stores will contribute
greatly to customer satisfaction. Since then, it has also affected the use and reuse of their services.
Similarly, customers are always attracted by discounts and promotions. And the price reduction is
reflected in the value of the discount codes provided by the service. Therefore, the value of promotion
code also plays a very important role in deciding consumer buying behavior.
In contrast, the recommendation of food according to buying habits is the least influential effect in the
group (the average level of influence is 3.54). When the respondents are young people, diverse and
new elements are always considered more important than the elements of habits and loyalty. This is a
feature of the customer segment where food delivery services need to be particularly receptive and
adaptive.
In general, the group of sympathy quality factors has a high degree of influence (the lowest average is
3.54 and the highest average is 4.10). A sympathetic quality element is a representation of the service's
interest level for each of its customers. Through the positive survey results as above, survey team can
see that the interest and special thinking of the users' benefits has really affected and had a good
influence on the customer’s behavior of using and reusing services, especially in HCMC students.
58
5. TANGIBILITY FACTOR
i. Form of delivery vehicles
Chart 5.i: The degree of influence of form of delivery vehicles on the behavior of using and reusing
services of HCMC students
FORM OF DELIVERY VEHICLES

40.00%
34.07%
35.00% 31.86%
30.00%
25.00%
20.00% 18.84%
15.00% 12.47%
10.00%
5.00% 2.77%
0.00%
Highly unaffected Un affected Neutral Affected Highly affected
Degree of influence
The form of food delivery vehicles will be the thing that customers first see when waiting for orders
or eye to find their driver in the crowd. It seems that it does not affect consumers much, but according
to the chart above, we can see, about 34.07% of respondents think that the form of food delivery
vehicles affects them quite well, and has a direct effect on their next orders. There are about 31.86%
of the respondents seem neutral to this factor.
Some of them highlighted the influence of the form of food delivery vehicles on their buying behavior
(18.84%), they are very concerned about whether the food transport vehicle was new and clean. A
small number of respondents (12.47%) said that this factor does not affect them. The very few
remaining (2.77%) deny the influence of form of food delivery vehicles on their behavior.
59
ii. The population of the company employees
Chart 5.ii: The degree of influence of the population of the company employees on the behavior of
using and reusing services of HCMC students
THE POPULATION OF THE COMPANY EMPLOYEES

40.00%
34.07%
35.00%
30.19%
30.00%
25.00%
21.61%
20.00%
15.00%
8.86%
10.00%
5.26%
5.00%
0.00%
Degree of influence
Currently, running on major city roads or approaching popular restaurant, it is easy to see many drivers
who are employees of different food delivery service firms. Identifying a company that has the majority
of the market share will have a certain influence on deciding which company to choose when making
a purchase. Through the survey, it can be seen that about 36.29% said that they were "Neutral " with
the high population of the food delivery staff. Besides, about 28.81% said that this factor affects their
buying behavior quite well. The number of people who rated this factor as "highly affected" and
"unaffected" was fairly even, respectively (14.4% and 13.85%). Only 6.65% said that this does not
affect them at all.
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iii. Unhomogeneous uniform
Chart 5.iii: The degree of influence of the unhomogeneous uniform on the behavior of using and
reusing services of HCMC students
UNHOMOGENEOUS UNIFORM
40.00%
36.29%
35.00%
30.00% 28.81%
25.00%
20.00%
13.85% 14.40%
15.00%
10.00%
6.65%
5.00%
0.00%
Degree of influence
The food delivery market is a new market and has great potential. That is what makes this market a
"good piece of cake" for foreign investors and companies. In today's food delivery market, there are
many different companies are racing to win the market. That's why there is one situation that keep
happening: One person is the employee of different food delivery firm, wearing parts of different
uniforms at the same time (such as hats, shirts, food preservatives). In the chart above, it’s easy to see
that the top of the graph is at the "Nuetral" level, which indicates that, most of the respondents feel
familiar with such problem. But in addition, about 28.81% of them think that this is quite influential
and about 14.4% think that this will affect their next buying decision.
The fact that an employee who is involved in many other firms proves that the management of its
employees has not been tight. This will greatly affect the image of the company in the eyes of users.
By looking at the graph, it can also been seen that about 6.65% of the respondents think that this is
"highly unaffected" and 13.85% think that this is "unaffected". This small proportion shows that just
a small group of buyers don’t care about this problem.
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iv. Quality of food storage facilities
Chart 5.iv: The degree of influence of the quality of food storage facilities on the behavior of using
and reusing services of HCMC students.
QUALITY OF FOOD STORAGE FACILITIES

45.00%
39.34%
40.00%
35.00%
32.41%
30.00%
25.00%
22.16%
20.00%
15.00%
10.00%
5.00% 3.60%
2.49%
0.00%
Highly unaffected Un affected Degree of influence
Neutral Affected Highly affected
This graph has a fairly steady growth from the level of "Highly unaffected" to "Highly affected". Most
of the respondents said that they have a certain concern in the quality of food storage facilities of the
food delivery firm: Percentage of people who said they felt this factor is "Affected" and " Highly
Affected" to them is 71.75%. Percentage of people who are neutral with this factor is also quite high,
up to 22.16%. The number of people who ignore this factor is very minor, only accounting for 6.1%.
Quality of food storage facilities directly affects food during transportation. If the preservation
equipment is not up to standard or does not ensure hygiene and safety, it will reduce the quality of food
during the moving process.
62
v. Appearance of services application
Chart 5.v: The degree of influence of the appearance of services application on the behavior of using
and reusing services of HCMC students.
APPEARANCE OF SERVICES APPLICATION

40.00%
34.35%
35.00% 32.69%
30.00%
25.00%
20.00% 18.56%
15.00%
10.80%
10.00%
5.00% 3.60%
0.00%
Degree of influence
Each food delivery service has its own application interface with different colors and designs to create
its own special look, impressing users right from the first approach. Through the survey process, most
of the answers for this factor is "Neutral" and "Affected", accounting for 32.69% and 34.35%. Nearly
18.56% of the respondents think that has high affection on their decision.
Seem like the rest of respondents ignore appearance of services application factor. This reflects that
user has noticed and showed their concern about this factor but does not take it seriously. Because of
the highly competitive environment, each firms always spend a large investment on the
application.Therefore, the difference in the appearant of application between different firms is not too
large. So this still meets the tastes of today's needs.
63
6. Adequate store’s information providing on application
Chart 5.vi: The degree of influence of the adequate store’s information providing on application on
the behavior of using and reusing services of HCMC students.
ADEQUATE STORE’S INFORMATION PROVIDING ON

APPLICATION
45.00%
40.72%
40.00%
35.00% 32.13%
30.00%
25.00%
19.67%
20.00%
15.00%
10.00%
5.54%
5.00% 1.94%
0.00%
Degree of influence
“Affected" is the most chosen degree with 40.72%. Another quite large number is 32.13% of the
respondents chose the degree of "Highly affected". It can be said that this is the factor of has a good
affected to customers and greatly affects on customers’s use and reuse decisions with 72.85% saying
that this factor is quite and highly affected. As life grows, people become more sophisticated and picky.
They often take long time to consider before making their buying decisions. So they need a lot of
information with high reliability to support their decision-making process
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7. The sum of the elements of tangbility’s factor group
Chart 5.vii: The degree of influence of the elements of tangbility’s factor group on HCMC student’s
behavior of using and re-using services
Degree of influence
ADEQUATE STORE’S INFORMATION PROVIDING
ON APPLICATION
APPEARANCE OF SERVICES APPLICATION
QUALITY OF FOOD STORAGE FACILITIES
UNHOMOGENEOUS UNIFORM
THE POPULATION OF THE COMPANY EMPLOYEES
FORM OF DELIVERY VEHICLES
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50
Degree of influence
Through the graph, we can see that degree of influence of the elements of the the Tangibility’s factors
group has a fairly equal and they all above 3.0 (Neutral) degree. The graph shows that the respondent
has an concern in the Tangible elements, but does not take it seriously. The factors with large index
only reach the 4.0 degree (Affected) is an evidence for this statement.
Tangibility’s factors group is the elements we can identify immediately and it exists right infront of
the customers’s vision. And this is also what the service firms had invested and improved in the best
way they could do to catch customer’s attraction. Therefore, most of the elements of this factor group
have satisfied the majority of respondents, but still, some of these factors need to be improved in some
ways.
65
III. The existing issue and the solutions have been used by food delivery services
1. RELIABILITY
a) Existing issues
Delivery time is a factor that is very interested by customers. Customers choose to use the food delivery
service to save time and effort, so they always want to receive food as quickly as possible, at least at
the same time as the service provider committed. However, there are external factors affecting the
delivery time that the service company cannot be proactive and difficult to solve such as: Vietnam's
traffic infrastructure system often occurs traffic jams, or restaurants at peak hours are crowded so
drivers have to wait a long time to order and there are also dishes that take time to prepare... Through
the survey, if customers are informed by drivers about the delay with good reason, the customer will
understands and is happy to receive the foods. While the delivery time is a factor that is easily affected
by external objective causes, this problem can still be partially solved thanks to the driver's ability to
handle situations and attitudes when informing customers.
Through the survey, the team found that another problem affecting customer behavior was the
transparent display of the driver's journey on the app from the time of receiving the order to the delivery
of food to the customer. Some customers still feel dissatisfied about the driver's confirmation of having
delivery food to the customer before the customers actually receive food from drivers. This is very
likely to cause customers suspicion about the reputation of the service. Thereby affecting the review
of customers who feel uncomfortable and indirectly affect the behavior of first-time customers seeking
to use the service through reviews from customers who have been using that service.
Through the survey results, it is easy to see that the preservation of food quality of the service is a
factor that many service users care about. However, the fact that some drivers have not used the
equipment the right that has been equipped by the services for the preservation of food such as
insulation boxes. This will affect the quality of food during delivery to the customer: the food will be
cooled or thawed and impacted leading to failure to retain its original shape ... and affect the customers
belief as well as future behavior of choosing to use and reuse services.
b) Solutions have been used to solve the problem
For delivery time, if there is a delay, the drivers will call the customer in advance. And the customer
care staff will raise sympathy from customers by giving right reasons such as rush hour or crowded
restaurant, ... and also suggested that if in case of waiting too long, call the customer care staffs service
again and they will find the fastest solution for customers. It can be seen that this is the most popular
solution for food delivery services at the present time.
As the group mentioned above, the issue of preserving the quality of the food is of great interest to the
customers, but there are also cases where the drivers do not properly preserve the food that is easily
damaged. For this issue, the service company Now.vn has a management activity to check whether the
driver has preserved the food in the insulation box or not.
Firms are increasingly improving applications to make it easier for users to use, without having to use
multiple operations, as well as improving the way of using promotion codes on the app. About
GrabFood, the company also has updates to change applications regularly for customers. Instead of
entering the manual promotion code as before, now the company has upgraded the app, adding the
function that automatically update the code for customers, making the use of promotional codes more
convenient and faster for customers.
66
c) Group solutions for unresolved issues
c1, Reason for choosing solutions:
Delivery time is a factor that is very interested by customers. Customers choose to use the food delivery
service to save time and effort, so they always want to receive food as quickly as possible, at least at
the same time as the service provider committed. However, this factor is affected by many other
objective factors that the services cannot completely solve. Therefore, training for each driver problem
solving skills when delivery time is delayed as well as the warm and enthusiastic attitude of the driver
will create satisfaction and contribute to appease the consequences of delays.
Creating trust and transparency is an important factor that affected customer buying behavior.
Therefore, the driver should follow the procedure from the time receiving orders to the time of delivery
to the customer so as not to cause misunderstandings, making the customers uncomfortable that will
affect the customer behaviors.
c2, How the solutions work:
The company should organize training for drivers to solve problems with customers when there are
delays as well as give the drivers good reasons for not delivery in time. In addition, the food delivery
services should help check the delivery vehicle of the driver periodically to avoid other problems such
as broken vehicles disrupting the process of delivering food to customers. Another important thing that
service providers should take care of is to train the drivers’ attitude when communicating with
customer as well as the standard and consistent process from delivery, for example when receive the
orders, the drivers should call or text to the customers politely to confirm, when delivering the food, it
should be taken with both hands and bowed slightly, smiling gratefully. The small actions will make
a strong impression on customers, showing the professionalism of the service and creating customer
satisfaction.
Besides, the food delivery services should also train the driver to perform the right operation on the
app, click confirm delivery in time, do not press before customers receive food because this it is easy
to cause misunderstandings from customers. The company should also focus on checking whether the
driver has properly preserved the food for the customer, as well as supporting the driver to replace the
damaged food storage equipment to create trust from the customer and improve service quality.
2. RESPONSIVENESS
a) Existing issues:
In the current delivery problem, whether the driver has made orders or not depends very much on the
delivery staff. There are many cases where drivers voluntarily cancel orders or ask customers to
cancel help. The reason is mainly because customers order at rush hour or the driver is too far from
the place of order, there are also many objective reasons such as closed restaurants, out of dishes or
drivers having trouble in the middle of the road. Too many times of canceling the order will cause
customers to be upset or stop ordering. Besides, the problem of resolving complaints from customer
care staff is still facing many limitations such as customer care staff only answer something like
'Thank you for your comments. I will try to improve the quality of the service ... ', as well as the
automatic answers when customers review on the fanpage online or promise to resolve the
complaint, but after a few days, there is still no response. . Failure to resolve the customer complaints
of the customer care department of the services will affect customers' interests as well as make them
feel less confident in the quality of the delivery service. which I use.
67
b) Solutions have been used
Regarding the driver issues that are voluntarily canceled or asked by customers, in some cases, the
driver also offers different solutions for customers to choose. For example, when the restaurant runs
out of goods, the driver will call to ask the customer whether to change the item or not, the driver
will ask the customer to cancel their order. As for the closed restaurant, the driver will call the
customer to cancel or cancel directly without additional resolution. In other cases such as customers
ordering at peak hours or cases where the driver is too far from the place of order, the driver will ask
the customer to cancel and wait for a new wait. When the driver arbitrarily destroys the customer's
order, the company will deduct the bonus from the account of the day. This is the same method to
avoid the situation that the driver keeps canceling the application or refusing to accept orders too far.
In addition, when the driver receives the order, the application will rely on the driver's position to
give feedback as the driver has already arrived at the store, ... creating trust for the customer during
the waiting process. For fanpage review items, the company will have employees check the
comments and synthesize items to solve the solutions and will apologize to customers. At the same
time when committing to resolving customer complaints, the service provider has apologized and
satisfactorily resolved the customer.
3. ASSURANCE
a) Existing issues
When collecting students' opinions about factors of assurance by two qualitative and quantitative
methods, through which the existing problems need to be overcome by users and supply companies.
Firstly, most of the current situation of companies that provide food delivery services is inconsistent
in the catering service of the food delivery staff.Here the main way of serving is the attitude of the
food delivery staff from the confirmation of the order to the delivery of the product or the way the
employee confirms the order although this step the service provider company does not require
employees.Depending on the attitude of the staff, the behavior of the staff is very different, leading
to the company's difficulty in controlling the quality of the service.
Second, the food delivery service applications have been promoting programs linked to e-wallets for
direct payment of orders.However, this can cause problems such as ensuring the security of customer
personal information such as bank card information with a leaked card due to poor security of
electronic wallet or when the user pays online order already but the employee has no delivery to the
customer leading to loss of customer money.
Thirdly, when having problems with orders, customers will give feedback to the company providing
services, but the attitude of customer care staff is only to appease customers but the effect of
receiving feedback feedback to improve is not high.
Fourth, for the part of users of food delivery services, users have not really paid attention to the
attitude and behavior of food delivery staff.Most of those surveyed said that the level of this factor
did not affect them much. However, the delivery staff is the one who directly touches the customers,
only the customers who feel the service most clearly.From customers' responsiveness, the company
can overcome training and supervise more cautious employees to improve service quality.
68
Finally, it is about ensuring the right quantity and quality of the dish in the order. Currently most
food delivery applications do not have the feature to control the number of dishes in the store .When
the customer orders, the delivery staff arrives at the restaurant, it is reported that the dish has expired
and the order is difficult to implement, the user takes time to wait for the employee to come to the
store and must order Newly, the staff delivering food also takes time and effort to move to the store
without being paid salary.
To limit and overcome problems, the food delivery service company always offers specific solutions
to each problem.All applications have customer feedback on service and employee attitudes by the
scale of the customer marks after the order is successful and the customer comment section.If an
employee has an attitude and behavior that is not very good many times through the summary of
feedback, he will receive penalties from the company.
When customers make a connection with an e-wallet, almost all applications create two-layer
security. A class is a password set by a user or a phone number that a user registers when linking.
In the case of customers having problems with orders and feedback on the company, customer calls
are always recorded by the switchboard to score attitudes, behaviors and professionalism of customer
care staff for customer. At the same time, the company will receive comments from customers to
check information about incidents and fix them with customers, sanction delivery workers.
4. EMPATHY
a) Existing issues:
In the current delivery problem, whether the driver has made orders or not depends very much on the
delivery staff. There are many cases where drivers voluntarily cancel orders or ask customers to
cancel help. The reason is mainly because customers order at rush hour or the driver is too far from
the place of order, there are also many objective reasons such as closed restaurants, out of dishes or
drivers having trouble in the middle of the road. Too many times of canceling the order will cause
customers to be upset or stop ordering. Besides, the problem of resolving complaints from customer
care staff is still facing many limitations such as customer care staff only answer something like
'Thank you for your comments. I will try to improve the quality of the service ... ', as well as the
automatic answers when customers review on the fanpage online or promise to resolve the
complaint, but after a few days, there is still no response. . Failure to resolve the customer complaints
of the customer care department of the services will affect customers' interests as well as make them
feel less confident in the quality of the delivery service. which I use.
Regarding the driver issues that are voluntarily canceled or asked by customers, in some cases, the
driver also offers different solutions for customers to choose. For example, when the restaurant runs
out of goods, the driver will call to ask the customer whether to change the item or not, the driver
will ask the customer to cancel their order. As for the closed restaurant, the driver will call the
customer to cancel or cancel directly without additional resolution. In other cases such as customers
ordering at peak hours or cases where the driver is too far from the place of order, the driver will ask
69
the customer to cancel and wait for a new wait. When the driver arbitrarily destroys the customer's
order, the company will deduct the bonus from the account of the day. This is the same method to
avoid the situation that the driver keeps canceling the application or refusing to accept orders too far.
In addition, when the driver receives the order, the application will rely on the driver's position to
give feedback as the driver has already arrived at the store, ... creating trust for the customer during
the waiting process. For fanpage review items, the company will have employees check the
comments and synthesize items to solve the solutions and will apologize to customers. At the same
time when committing to resolving customer complaints, the service provider has apologized and
satisfactorily resolved the customer.
5. TANGIBILITY
a) The current issue
According to reasearches, in many food-relating design, the most used colors are red, orange and
yellow. These colors are believed to draw attention and create excitement for customers. Another
common trend is to use light colors such as green, blue to build trust and create a pleasant effect on
first sight.
Applying this principle, the food delivery service companies used these colors in their designs from
the logo, app interface to the company uniform, ... Each food delivery service has their own color,
distinguish from other brands. Besides, the weather in HCMC is usually hot all year round. This also
has high influence on customers' emotions when looking at colors.
Through qualitative surveys, lots of people responded that they are usually attracted by light colors,
which bring them a trustful and delightful feeling. Some others say that some red-theme interface
really caught their eyes and keep them interested in the apps. On the other hand, quantitative surveys
pointed out that a majority of respondents care a lot about the out-look of the apps. The issue is that
the companies should be more flexible in using colors for the design of their product.
Many of those who took the survey stated that they have a big concern of the reservation of the food.
Some complains that their orders were not placed in suitable containers. Some also said that they
don’t often order food from too far away from their neighborhood so that the distance is not long
enough to worsen the quality of their food
Quantitative survey also highlighted a factor that many pay big attention to, which is the sufficiency
of the information about the stores and restaurants. Research pointed out that many companies did
really well in this area while others is almost the opposite.
An issue that can be looked at is that sometimes one rider can be employee of many different
services, which make them wear inconsistent uniforms, creating a unreliable impression.
b) The current solution for solving the issues
Some firms have identified their problems and have figured out the way to improve it.
A specific example is GoFood Cop. Its application interface is based on red-white colors frame. It
has the good influences on customer buying’s decision but looks quite garish on hot days. Therefore,
Go-Food has to be more flexible in the way they used colors.They use more colors such as gold,
white, and blue to make its more harmonious.
70
In addition, GrabFood chose a green-white colors frame, creating a comfortable feeling, like a cool
breeze in hot summer days. Thereby giving customers a unique impression.
D. SUGGESTED SOLUTIONS FOR THE UNSOLVE ISSUES
1. RELIABILITY
a, Reasons for choosing the solutions
Food storage facilities are rarely used, as they are quite bulky and difficult to use. These storage
devices are quite large and do not have dedicated compartments for storing different types of food.
Therefore, food delivery staff often do not store them in these facilities but hang them up, make the
food get cold fast. These facilities need to have the better design, more useful.
Another problem is that the company's staff is the employee of many other firm. If you want a
problem to not happen again, then take two specific measures: one is to explain the consequences of
the problem and two is to make punishment to prevent it from repeating.
2. RESPONSIVENESS
a, The reason for choosing a solution
With the solutions offered by the service provider, it has not met the above problems. Therefore, the
research team has come up with some solutions to solve the remaining unresolved problems. Firstly,
if the driver canceled the order due to the closure of the restaurant, the service provider should
contact the restaurant to see if the restaurant is still up to date on the app, and must show the
operating hours as well as when The restaurant is closed due to unexpected or thoughtful events so
that customers know and order at other restaurants instead of having ordered the driver to know
before the restaurant has closed and then told the customer. The reason why the group chose this
solution is to make it convenient for both the customer and the driver to deliver the goods. When the
restaurant is closed, the driver will not need to take time to move to the restaurant before the
restaurant is closed. At the door, customers also do not need to cancel orders because when they see
the application showing the restaurant closed, customers will choose to order with other restaurants
in operation. When the item runs out, the service provider should ask the restaurant to update the
information of the dish which is good or not available for customers to update and avoid ordering
out-of-order items or provide out-of-print function and transfer to ordering Other alternative. The
reason is also to create convenience between the driver and the customer. As for complaint
settlement for customers, service providers need to improve knowledge and problem solving skills of
customer care staff and need to quickly check and resolve complaints. Complain so that it is most
effective for customer satisfaction. As for online feedback via social networking sites, service
providers need to strengthen their employees to check and respond to messages online to respond to
customers in a timely manner. The reason for choosing this solution is because the training of
customer care team is quite easy to implement.
b, How the solution works
Regarding the solution to update the uptime and update the status of the item out of order, in order to
implement the solution, the service provider needs to love the restaurant to update its status every
day as well as the calendar display of the day inactive restaurant. As for the out of stock, the app
71
should update the mode if this is all out, the application automatically offers alternative items in the
restaurant menu.
Regarding solutions to train customer care staff, service providers need to offer an intensive
professional training course for employees to create professionalism to solve customer complaints in
a way Most effective and fastest.
3. ASSURANCE
a, Reason for giving solution
Nowaday, as e-commerce is growing, food delivery applications grow rapidly to meet the growing
needs of users.Each application will have its own unique features to create value for the brand, but
the competition is getting fiercer so the service quality must be improved and enhanced.Customer
satisfaction is the motivation for the company to develop so that each customer should be equipped
with some knowledge about the behavioral attitude of employees to give the most objective
feedback. The company relies on it to make improvements.In addition, the security of customer
information is extremely important and confidential for every business. Therefore the enterprise
itself and the user must be aware of this information to avoid theft. The most important thing of the
food delivery service ensures sufficient quantity and quality of dishes so when meeting the cases like
the end of the dish,... the company should offer solutions to solve the problem from there.
satisfaction and trust for customers.
Before the user creates an account on the application, the company should provide the customer with
the quality scales of the employee and ask the customer to grasp and respond immediately to the
company if the employee feels wrong. or dissatisfied with the company's employees attitude.
For the implementation of e-wallet links to pay direct orders, to disclose company customer
information, it is necessary to set the terms that compel the company to perform to ensure the
security of personal information customer .At the same time, the customer should carefully read the
terms before agreeing to link and should be more cautious by changing the password
regularly.Because the delivery staff is the most exposed to customers, the full training of employees
is essential. It is not easy to monitor the behavioral attitude of employees to create uniformity and
professionalism for staff because the company only manages its employees via mobile devices and
through customer feedback.So the company should organize the staff to evaluate each other and self-
assess themselves to have a more objective view and overcome the problems that are causing the
company's face, thereby improving service quality.
On the other hand, almost all food delivery applications do not inform customers that the number of
dishes has been sold out, so when the employee accepts the application and goes to the store, the dish
is sold out, it will take a lot of time of food delivery staff and customers.Therefore, each application
of the company should be closely linked to the restaurant when confirming the order, if the dish is
over, the restaurant will confirm and notify employees and customers before making orders.
72
4. EMPATHY
a, The reason for choosing a solution
With the solutions offered by the service provider, it has not met the above problems. Therefore, the
research team has come up with some solutions to solve the remaining unresolved problems. Firstly,
if the driver canceled the order due to the closure of the restaurant, the service provider should
contact the restaurant to see if the restaurant is still up to date on the app, and must show the
operating hours as well as when The restaurant is closed due to unexpected or thoughtful events so
that customers know and order at other restaurants instead of having ordered the driver to know
before the restaurant has closed and then told the customer. The reason why the group chose this
solution is to make it convenient for both the customer and the driver to deliver the goods. When the
restaurant is closed, the driver will not need to take time to move to the restaurant before the
restaurant is closed. At the door, customers also do not need to cancel orders because when they see
the application showing the restaurant closed, customers will choose to order with other restaurants
in operation. When the item runs out, the service provider should ask the restaurant to update the
information of the dish which is good or not available for customers to update and avoid ordering
out-of-order items or provide out-of-print function and transfer to ordering Other alternative. The
reason is also to create convenience between the driver and the customer. As for complaint
settlement for customers, service providers need to improve knowledge and problem solving skills of
customer care staff and need to quickly check and resolve complaints. Complain so that it is most
effective for customer satisfaction. As for online feedback via social networking sites, service
providers need to strengthen their employees to check and respond to messages online to respond to
customers in a timely manner. The reason for choosing this solution is because the training of
customer care team is quite easy to implement.
Regarding the solution to update the uptime and update the status of the item out of order, in order to
implement the solution, the service provider needs to love the restaurant to update its status every
day as well as the calendar display of the day inactive restaurant. As for the out of stock, the app
should update the mode if this is all out, the application automatically offers alternative items in the
restaurant menu.
Regarding solutions to train customer care staff, service providers need to offer an intensive
professional training course for employees to create professionalism to solve customer complaints in
a way Most effective and fastest.
5. TANGIBILITY
a, Reasons for choosing the solutions
Food storage facilities are rarely used, as they are quite bulky and difficult to use. these storage devices
are quite large and do not have dedicated compartments for storing different types of food. therefore,
food delivery staff often do not store them in these facilities but hang them up, make the food get cold
fast. these facilities need to have the better design, more useful.
73
Another problem is that the company's staff is the employee of many other firm. if you want a problem
to not happen again, then take two specific measures: one is to explain the consequences of the problem
and two is to make punishment to prevent it from repeating.
b, How the solution work
For the solution of making storage equipment’s design better, the food container should be designed
into separate compartments, with suitable materials for both food and drink with different size.
The compartments should be made of water-proof, heat-retaining material, specifically designed to

keep foods and drinks from spilling and moving during transport.
To conduct the solution of avoid the situation which one staff wear different uniform at the same
time.First, let their employees understand the importance of wearing the formal uniform and the
harm of letting that issue keep happening. Besides, it is essential to have a specific sanctions when
issues are defined.
74
CONCLUTION
For a business, customer satisfaction is extremely important and relationship with customers is
essential and must be maintained. This survey has measured The impact of food delivery service
quality on student buying behavior in Ho Chi Minh City to determine the quality factors of online
food delivery services that affect the buying behavior of students in Ho Chi Minh City. The survey is
divided into two stages; in particular, the first period is qualitative research and the second period is
quantitative research, based on the model of Parasuraman to build research models and scales for the
topic. Descriptive statistical methods are used to analyze collected data. Through qualitative and
quantitative research as well as in-depth analyzes, this survey has given certain results and
contributions, which help service users and food delivery service providers understands the factors
that are affecting customer satisfaction. From that, propose some solutions to improve customer
satisfaction with service quality and promote use and reuse behavior of customers for that food
delivery service. Beside the achieved results, there are certain limitations. The reliability of the
survey is not high because the research team has many difficulties in interviewing such as: short
survey time, difficulties in contacting experts who are customer care staff of services. .. Besides, the
quantitative questionnaire is not really complete. Therefore, in the future, the research team wishes to
have further studies to obtain more reliable surveys and apply regression models as well as consider
the impact of more factors to evaluate a more comprehensive topic.
75
REFERENCES
Quantitative Research Center. Parasuraman’s SERVQUAL model with 22 questions about service
quality. <https://bitly.vn/32iv>;. [Access date: April 20, 2019]
Wikipedia The Free Encyclopedia. SERVQUAL model.

<https://en.wikipedia.org/wiki/Thang_%C4%91o_SERVQUAL>;. [Access date: April 20, 2019]
The General Statistics Office (GSO) of Viet Nam. Total Student Statistics in HCMC in 2019.
<https://bitly.vn/32iu>; [Access date: May 2, 2019]
Grab VN. GrabFood. <https://bitly.vn/32iw>; [Access date: April 20, 2019]
Now.vn. About Now.vn. <https://bitly.vn/32ix>; [Access date: April 20, 2019]
24h News. Order food via application: These are the 5 most important criteria.
<https://bitly.vn/32j0> [Access date: April 15, 2019]
McKinsey & Company. The changing market for food delivery. <https://bitly.vn/32j1> [Access
date: April 15, 2019]
76
APPENDIX
Satistics of the number of survey sample
I. The number of students conducted:
1. Online amount: 186

2. Offline amount: 202
II. Statistics of filtering questions:
Q1. Are you currently studying at universities in Ho Chi Minh City?
1. Yes: 381 (98.2%)

2. No: 7 (1.8%)
Q2. Have you used food delivery services (such as GrabFood, Now.vn, ...) before?
1. Have: 359 students, accounting for 92.8%

2. Haven’t: 28 students, accounting for 7.2%
Number of students passing the filtering section: 359 samples / 388 survey samples
III. Statistics of main questions:
Scale from 1 to 5 in which:
1. HIghly unaffected
2. Unaffected
3. Neutral
4. Affected
5. Highly affected
Q3. Reliability
Factors/ Scale Highly Unaffect Neutral Affected Highly affected

unaffected ed
Guaranteed 7(2%) 18(5%) 70(19%) 163(45%) 102(28%)

delivery time with
actual delivery time
77
1. Service’s 13(4%) 20(6%) 74(21%) 148(41%) 104(29%)
dedication to
solving
problems that
customers have
during using the
service
1. Service’s food 7(2%) 14(4%) 41(12%) 108(31%) 189(54%)

quality
preservation
1. The correct 19(5%) 36(10%) 93(26%) 132(37%) 79(22%)

display on app
the journey of
driver
The successful of 12(3%) 16(4%) 49(14%) 140(39%) 142(40%)

using promotion
code after being
given it by the
service
Q4. Responsiveness
Factors/ Scale Highly Unaffecte Neutral Affected Highly

unaffected d affected
The promptly 10(3%) 14(4%) 59(16%) 163(45%) 113(31%)

reception of service
orders
The diver 20(6%) 39(11%) 70(19%) 101(28%) 129(36%)

voluntarily cancel
the order.
Rapidly feedbacks 13(4%) 21(6%) 84(23%) 138(38%) 103(29%)

of customer care
staff for customers
‘s complaint
Feedback attitude 9(3%) 25(7%) 70(19%) 129(36%) 126(35%)

of customer care
staff on customers’
complaint
Effectively solving 7(2%) 24(7%) 60(17%) 132(37%) 136(38%)

complaint that
78
services perform on
customers’
feedback
79
Q5. Assurance
Highly
Factors/ Scale Unaffected Neutral Affected Highly affected
unaffected
The security of
customers' personal 11(3.1%) 10(2.8%) 59(16.4%) 112(31.2%) 167(46.5%)
information
The security of making
order payment
transactions through
9(2.5%) 19(5.3%) 53(14.8%) 86(24%) 192(53.5%)
electronic wallets
associated with the food
delivery application
The attitude of delivery
5(1.4%) 8(2.2%) 84(23.4%) 143(39.8%) 119(33.1%)
staff
The professionalism of
employees creates customer 4(1.1%) 31(8.6%) 89(24.8%) 150(41.8%) 85(23.7%)
trust.
The impact of ensuring the
sufficient quantity and
4(1.1%) 11(3.1%) 50(13.9%) 111(30.9%) 183(51%)
quality of dishes in the order
Q6. Empathy
Factors/ Scale Highly Unaffected Neutral Affected Highly

unaffecte affected
d
Value of 9 (2.5%) 12 (3.3%) 67 (18.7%) 121 (33.7%) 150 (41.8%)

promotion code
Quantity of 14 (3.9%) 23 (6.4%) 94 (26.2%) 120 (33.4%) 108 (30.1%)

promotion code
Easy-to-use 6 (1.7%) 20 (5.6%) 89 (24.8%) 156 (43.5%) 88 (24.5%)

element of the
service
applications
Recommendatio 11 (3.1%) 39 (10.9%) 121 (33.7%) 120 (33.4%) 68 (18.9%)

n of foods
according to
buying habits
Quantity of 11 (3.1%) 32 (8.9%) 110 (30.6%) 125 (34.8%) 81 (22.6%)
80
banks may be
used to link and
pay for orders
Benefits of cards 12 (3.3%) 34 (9.5%) 94 (26.2%) 131 (36.5%) 88 (24.5%)

payment
Diversify of 6 (1.7%) 19 (5.3%) 54 (15.0%) 135 (37.6%) 145 (40.4%)

stores and foods
for booking
Q7. Tangibility
Highly Highly
Factors/ Scale Unaffected Neutral Affected
unaffected affected
The 10(2.77%) 45(12.47%) 115(31.86%) 123(34.07%) 68(18.84%)
population of
company
employees
Form of 19(5.26%) 32(8.86%) 123(34.07%) 109(30.19%) 78(21.61%)

delivery
vehicles
Non 24(6.65%) 50(13.85%) 131(36.29%) 104(28.81%) 52(14.4%)

homogeneous
uniform
Quality of 9(2.49%) 13(3.6%) 80(22.16%) 117(32.41%) 142(39.34%)

food
preservatives
Appearance of 13(3.60%) 39(10.8%) 118(32.69%) 124(34.35%) 67(15.86%)

services
application
Adequate 7(1.94%) 20(5.54%) 71(19.67%) 147(40.42%) 116(32.13%)

store’s
information
providing on
application
IV. Statistics of questions about personal information
Q8. Which university are you studying at?
Unit: people
81
Industrial
University of HCMC International
151 9 3 University of 1
Economics Ho Univesity of University
HCMC
Technology
and Education
University of
20 Foreign 8 University of 3 1
University of FPT
Language and Economics
Science University
Information and Finance
Technology
University of
University of
19 Economics and 5 2
University of Food Industry
Law
Sai Gon
University of
Banking
Social
19 5 University 2
Sciences and University of
HCMC
Humanities Foreign Trade
University of
HCMC 15 Finance - 5 University of 1
University of Marketing Technology
Education HCMC
HCMC 14 4 1
HCMC Open Hong Bang
university of
University University
Technology
HCMC
HCMC
Ton Duc 14 4 University of 1
University of
Thang Culture
Agriculture
University
and Forestry
National
Academy of
University of
13 4 Public 1
Architecture Van Lang
Administratio
University
n
University of Van Hien

11 HUTECH 3 1
Law University
82
Nguyen Tat
ĐH Y Dược
10 RMIT 3 Thanh 1
TP.HCM
University
83
Q9. Your monthly income (including family allowance)?
Unit: people
<1 MILLION DONG 146
1 MILLION- 3 MILLION
DONG 133
3 - 5 MILLION DONG
88
>5 MILLION DONG 21
Q10. The area in which you live in TP.HCM? (District)
District District District District Distric District District District

District 1 2 3 4 5 6 7 8 9
21 3 22 4 44 5 21 16 9
Binh
Binh Tan Phu Hoc
District District District Thanh Tan Phu Distric Go Vap Nhuan Mon
10 11 12 Distrct District t District Distrct District
85 9 4 22 10 14 8 17 4
Binh
Nha Be Chanh Thu Duc
District District District
2 5 27
84

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY

SCHOOL OF INTERNATIONAL BUSINESS - MARKETING

THE STUDY OF THE INFLUENCE OF FOOD DELIVERY SERVICES QUALITY ON

LE GIA HAN LA THUY THI

TRAN VO YEN NHI ĐO THI ANH MINH

VU THI THAI HOA MAI THI HONG NHU

CLASS: IB02 COURSE: 43

INSTRUCTOR: PhD. ĐINH TIEN MINH

SCHOOL YEAR 2019

I. Reason for choosing the topic

II. Research objectives

III. Research questions

The research scope: Students of Universities in Ho Chi Minh City.

- Respondent are student: 13

- Respondent are expert: 6

2. Choosing sample methodology

- Reason for choosing the experts:

3. Sample approaching methodology

a) The students in HCMC - the main target:

Average interview duration: 45-60 mins

N.T.P.T (19 years-old - ULaw) answers about the Assurance factor:

L.T.A (20 years-old - Hutech) answers about Responsiveness factor:

b)The “professional” in delivery service industry

b1) Shipper from Grab Food and Now.vn:

L.H.L (20 years-old – Now.vn):

P.H.T.P (28 years-old – Grab Food):

T.N. (38 years-old - GrabFood):

b2) Customers Services departments from Grab Food and Now.vn:

The conversation with Now.vn Customers Services:

The conversation with Now.vn Customers Services:

a) Questionnaire for students:

b) Questionnaire for shippers:

c) Questionnaire for customer care staffs:

5. Qualitive research’s result

a) Questionare for interviewees are students:

b) Questionare for interviewees are shippers:

c) Questionare for interviewee are customer care staff:

II. Quantitative Research

- n is the sample size

- e is the standard error

The group chooses an accuracy of 95% and a standard error of e = ± 5%

1. University of Economics Ho Chi Minh City

3. Ho Chi Minh City University of Technology

4. HCMC University of Medicine and Pharmacy

5. Ho Chi Minh City University of Education

7. HCMC Architecture University

NO. QUESTION SCALE SOURCE

Part II. MAIN INFORMATiON

RESPONSIVENESS: The willingness to help customers and to provide prompt service.

EMPATHY: The provision of caring, individualized attention to customer.

21 Q21. Assess the degree of influence of Interval Base on the empathy

TANGIBILITY: The appearance of physical facilities, equipment, personnel and communication

1. The rate of respondents who are currently studying at universities in HCMC

1% The rate of respondents who are currently

The rate of respondents who have

University of Sai Gon

Ton Duc Thang University

University of Foreign Trade

HCMC Open University

Van Lang University

The average income of respondents

Guaranteed delivery time with actual

(Source: Survey result)