INTRODUCTION

Online food delivery services (OFD) offer opportunities for research as they are underrepresented in the
literature of CC. According to Pigatto et al. (2017) these services can be characterized as business
platforms that provide order services, payment and monitoring of theprocess but are not responsible for
the preparation and order deliveryoperations. Although large fast-food chains like McDonald's or Dom-
ino's Pizza offer their delivery services, small or medium restaurants chains have seized the emergence
of intermediaries that provide these sort of services (Yeo et al., 2017)

The online food delivery industry has emerged as a new channel of food delivery and marketing in order
to capture a bigger share and sale in the food industry. This new type of business delivery has become
very popular, especially among young, busy and working people. In addition, this business has become
more competitive due to the increasingly new business entries and users’ expectation resulted from the
anxiety of online food ordering and time convenience, but not at the expense of providing quality
products and services. Therefore, it is very crucial that online service providers understand the nature
and requirements as well as the pertinent aspects of the online service industry that are considered
important to the customers in this emerging market.

According to Philip Kotler, customer satisfaction define as a person’s feeling of pleasure or

disappointment, which resulted from comparing a product’s perceived performance or outcome against
his/her expectations.

Customer satisfaction is a marketing term that measures how products or services supplied by a
company meet or surpass a customer’s expectation. Customer satisfaction is important because it
provides marketers and business owners with a metric that they can use to manage and improve their
businesses.

Customer satisfaction should be considered a vital component of any business because it provides
marketers and business owners with a metric that can be used to measure and improve business
performance from a customer perspective. Not only is it a leading indicator of consumer repurchase
intentions and loyalty, but it is also a great way to understand if they will become long term repeat
customers or even advocates.

The focal point of this study is on the customer satisfaction and the effects of food delivery. The focus of
the study is the restaurants in Batangas City. The researcher chooses this municipality as a local research
group because the researcher believes that it is one of the pride of the province of Batangas, the
mentioned town is starting to grow when it comes to the tourism and hospitality sector, that it also
needs to be driven by standards in order to enhance and be competitive with others.

Furthermore, the results of this study can be beneficial to University of Batangas in upgrading its
curriculum to prepare students for theories and principles that would contribute to its mission to
achieve academic excellence. It will also act as a cornerstone for cross-referencing the business of future
researchers. Likewise, prospective restaurant entrepreneurs will somehow enhance their food delivery
to ensure greater benefit and customer satisfaction.
References

Pigatto et al., (2017). Have you chosen your request? Analysis of online food delivery companies in
Brazil/Br. Food J., 119 (3) (2017), pp. 639-657.
https://www.emerald.com/insight/content/doi/10.1108/BFJ-05-2016-0207/full/html

Yeo et al., (2017). Consumer experiences, attitude and behavioral intention toward online food delivery
(OFD) services/J. Retail. Consum. Serv., 35 (2017), pp. 150-162.
https://ideas.repec.org/a/eee/joreco/v35y2017icp150-162.html

Philip Kotler. What is customer satisfaction? Retrieved from https://www.freshworks.com/freshcaller-

cloud-pbx/call-center-software/customer-satisfaction-definition-blog/

6 reasons why customer satisfaction is important - about calls. Retrieved from

https://www.allaboutcalls.co.uk/the-call-takers-blog/6-reasons-why-customer-satisfaction-is-important

The Influence of Online Food Delivery Service Quality on Customer Satisfaction and Customer Loyalty:
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https://www.semanticscholar.org/paper/The-Influence-of-Online-Food-Delivery-Service-on-of-Yusra-
Agus/aa72757e1204cea873bc45b21017945675e058d9

The Importance of Customer Satisfaction. Retrieved from https://www.thoughtshift.co.uk/the-

importance-of-customer-satisfaction/