GATR Journal of Management and Marketing Review

Journal homepage: http://gatrenterprise.com/GATRJournals/JMMR/vol6_2021_issue3.html

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J. Mgt. Mkt. Review 6(3) 191 – 201 (2021)

Customer Satisfaction towards Mobile Food Delivery Apps during

Covid-19 Pandemic

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Goh Mei Ling1*, Ho Sew Tiep2, Ng Zhu Er3
1,2,3Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, Malaysia

ABSTRACT

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Objective - The objective of this study is to investigate the determinants of customer satisfaction towards the mobile

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food delivery apps during the COVID-19 pandemic.
Methodology/Technique -Website quality, service quality, price, and convenience were hypothesised to explain
customer satisfaction towards mobile food delivery apps. 200 respondents were recruited using convenience sampling.
Due to COVID-19, the data collection was done using Google Form which consisted of respondents’ profile and
measurements for all the constructs in this study. All the instruments of the variables were adapted from previous
studies. Partial Least Square Structural Equation Modeling (PLS-SEM) was performed to assess the measurements’
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validity and test the relationship among the variables.
Findings – Convergent validity and discriminant validity which were assessed via measurement model were
satisfactory. The R-square value obtained was 0.565. This indicates that, the model explains customer satisfaction by
56.5% towards mobile food delivery apps during the COVID-19 pandemic. The findings show that website quality and
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convenience have significantly influenced customer satisfaction towards mobile food delivery apps. Service quality and
price, however, were found insignificant. Website quality has been found as the most important predictor of customer
satisfaction.
Novelty – This study provided an insight into the customer satisfaction towards the mobile food delivery apps from the
new norm of COVID-19 measured perspective. The apps’ website quality and the convenience of using the apps were
revealed as important factors that impact customer satisfaction significantly during the pandemic period.
Type of Paper: Empirical.
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JEL Classification: M15

Keywords: Customer Satisfaction; Mobile Food Delivery Apps; COVID-19; Website Quality; Service Quality; Price;
Convenience.
Reference to this paper should be made as follows: Ling, G.M; Tiep, H.S.T; Er, N.Z. (2021). Customer Satisfaction
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towards Mobile Food Delivery Apps during Covid-19 Pandemic, J. Mgt. Mkt. Review, 6(3) 191 – 201.
https://doi.org/10.35609/jmmr.2021.6.3(5)
______________________________________________________________________________________

1. Introduction
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In this era of technology, the development and explosion of the internet have created online business
platform for services and products. One of the areas is the services of food delivery. Online food delivery is a
service that consumers can order food from the website or mobile apps and the food will be delivered to their
doorstep (Pigatto et al., 2017). The food delivery apps consist of two categories, one is the company’s own
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created apps and the other one is customers order the food using a third-party food delivery service system.
____________________________
Paper Info: Revised: July 22, 2021
Accepted: September 30, 2021
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Corresponding author: Goh Mei Ling
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E-mail: mlgoh@mmu.edu.my
Affiliation: Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, Malaysia

ISSN 2636-9168, e-ISSN 0128-2603 © 2021 Global Academy of Training & Research (GATR) Enterprise. All rights reserved.

This preprint research paper has not been peer reviewed. Electronic copy available at: https://ssrn.com/abstract=3938778
 Goh Mei Ling, Ho Sew Tiep and Ng Zhu Er

With the development of these mobile apps, it eased the process of delivering the ordered food, and at the
same time created convenience for the beverage industry (Wang, Y. S., Tseng, T. H., Wang, W. T., Shih, Y.

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W., & Chan, 2019). According to Lau and Ng (2018), there is room for the online food delivery businesses in
Southeast Asia especially Malaysia to grow. However, the struck of COVID-19 pandemic in Malaysia in
early 2020 has inflated the demand for food delivery services in Malaysia. This is because the COVID-19
pandemic has impacted everyone’s daily life and resulted in pandemic control measures such as Movement

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Control Order (MCO) by the Malaysian government around the country. This change has required
Malaysians to engage with the new norms such as wearing masks, physical distancing, and hand hygiene in
their daily life. The pandemic has also sparked a new consumption pattern among Malaysian which includes
food and beverage. Many of them opted for online food delivery services to stay safe. This phenomenon has
thus encouraged many of the food and beverage businesses to go online.

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The first MCO imposed in March 2020 has a recorded 30% increase in the orders of the online food
delivery services (Bernama, 2020). The survey conducted by Rakuten Insight has reported that 76% of

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Malaysian order fast food using food delivery apps in June 2020 (Wei, 2021). The food delivery apps
available in Malaysia are Foodpanda, GrabFood, Lolol, DeliverEat, Dahmakan, Food Ninja and etc. Among
all these apps, Foodpanda and GrabFood are the most commonly used apps (Müller, 2021). The market for
online food delivery apps services has become very competitive. Hence, there is a need to understand
customer satisfaction with mobile food delivery apps. (Rahim & Yunus, 2021) have also opined that
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customer always select e-hailing food delivery services based on their satisfaction.

(Tandon et al., 2017) stated that customer satisfaction is an important criterion in marketing that plays a
role in gaining competitive advantages since it brings a huge effect on keeping old customers and attracting
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new customers. (Chen et al., 2012), on the other hand, highlighted that customer satisfaction is important to
retain online customers which will lead to long-term growth in the online environment. Therefore, customers’
experience in using mobile food delivery apps is important. The positive experiences would then be able to
create positive impacts on the online food and beverage businesses.

There are several studies on customer satisfaction towards online food delivery services during the
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COVID-19 pandemic. (Rahim & Yunus, 2021) tested the relationship between service quality, food quality
and price of e-hailing food delivery service. However, they did not examine the effect of convenience and
website quality on consumer satisfaction towards the mobile food delivery apps. Convenience and price were
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included in the study by (Prasetyo et al., 2021). Yet, they did not test the direct effect of convenience and
price on customer satisfaction. In their study, customer satisfaction was measured by actual use whereby
actual use was measured by reuse intention. (Dirsehan, T., & Cankat, 2021) tested how the usage of mobile
food delivery apps affects customer satisfaction and its impact on the brand satisfaction and loyalty of
restaurants. Their study focused mainly on the outcomes of the usage of mobile apps and not the scope of
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antecedents of customer satisfaction. Based on this past research, this study aims to address the gaps by
investigating how the website quality, service quality, price, and convenience affect customer satisfaction
towards the mobile food delivery apps during the COVID-19 pandemic in Malaysia.

2. Literature Review
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2.1 Customer Satisfaction

Online food delivery services play a vital role in our daily life since the outbreak of the COVID-19
pandemic last year. Customers have gained either positive or negative experiences through the usage of
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online food delivery apps. Customer’s consumption experience is important in business sustainability as the
positive consumption experience will lead to customer satisfaction. A satisfied customer will continue their

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 Goh Mei Ling, Ho Sew Tiep and Ng Zhu Er

purchase and build a long-term relationship with the company. Hence, the company must provide the best
products and services to achieve a competitive advantage in the market (Yusra & Agus, 2020).

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Some prior studies have used the theoretical model as a grounding foundation to explain customer
satisfaction. (Ali Abdallah Alalwan, 2020) used UTAUT 2 model to examine the e-satisfaction and reuse
intention of the customer on the mobile food ordering apps. They found that other new variables, namely

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online review, online tracking, and online rating were able to predict customer satisfaction. (Al Amin et al.,
2020) integrated attitude into Expectation-Confirmation Theory to predict customer satisfaction and
continuation intention of using mobile food delivery apps in Bangladesh. (Choi, 2020) examined the user
familiarity and satisfaction with mobile food delivery apps within the TAM in the Korean context. He has
revealed that user familiarity is able to drive customer satisfaction via perceived usefulness and perceived
ease of use.

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Zulkarnian et al., (2015) studied customer satisfaction and loyalty from the perspective of website quality

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and service quality of online ordering. Meanwhile, (Song, Y. E., Jeon, S. H., & Jeon, 2017) focused on how
the usage factors such as information, payment security, usefulness, and convenience affect customer
satisfaction and intention to reuse towards the mobile food delivery apps.

Several researchers have shown a keen interest in understanding customer satisfaction towards the online
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food delivery services during the COVID-19 pandemic. (Prasetyo et al., 2021) investigated customer
satisfaction and loyalty within the extended Theory of Planned Behaviour from an Indonesian’s perspective.
An interesting finding was found in which the usability factors were not affecting the intention of using the
online food delivery apps. The reason given was consumers have passed the learning phase in which they
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have gained many experiences of using it. (Rahim & Yunus, 2021) on the other hand, tested the association
between customer satisfaction with service quality, food quality and price.

2.2 Website Quality

According to (Zulkarnain et al., 2015), website quality involves three important dimensions, namely
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information quality, website design, and security. From the perspective of mobile food delivery apps, more
choices of restaurants and food will lead to higher information quality in which in turn enable a customer to
shorten the duration of placing the orders (Ray, A., Dhir, A., Bala, P. K., &Kaur, 2019).
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Several studies have addressed some of the key issues of website quality that affect customer satisfaction.
(D. J. Kim & Hwang, 2012) stated that sufficient information will enable a customer to complete the process
of purchase in a few clicks. (Azizul et al., 2019), on the other hand, highlighted that customer prefers simpler
design of online applications. According to (Kapoor, A. P., & Vij, 2018), a better design and well-structured
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mobile food delivery applications do not only affect the purchase decisions of customers but also their reuse
intention. Besides, website design, payment system, information quality, and security are also some other
concerns of the customer when using online food delivery apps (Zulkarnain et al., 2015). These have thus
indicated that website quality can explain customer satisfaction and their reuse continuation towards the apps.
A study conducted by (Zulkarnain et al., 2015) has also confirmed that website quality is positively
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associated with customer satisfaction. (H. W. Kim et al., 2012) (Dixon et al., 2009)

2.3 Service Quality

In e-tailing, service quality is defined as how efficient and effective the website is in performing shopping,
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purchasing and receiving the product or service and the customer service received by the customer from the
beginning of the purchase activity until the end of the activity (Rolland & Freeman, 2010). According to
(Ray, A., Dhir, A., Bala, P. K., &Kaur, 2019), a good delivery experience plays a vital role in the adoption

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 Goh Mei Ling, Ho Sew Tiep and Ng Zhu Er

intention of online food delivery apps. They have also pointed that customer satisfaction and loyalty will lead
to adoption intention. Hence, the service quality in terms of delivery service is a predictor of customer

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satisfaction towards the mobile food delivery apps.

(Zulkarnain et al., 2015) have also opined that the enhancement in the delivery, customer service, and food
quality which were considered as service quality in their study would be able to increase the satisfaction level

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of customer towards the online food delivery apps. (Azizul et al., 2019) showed that the service quality of
food delivery apps has a positive relationship with customer retention. There will be a high likelihood of
reuse intention if the customers are satisfied with the apps. This has thus indicated that customers will gain a
high level of satisfaction if they have a happy experience towards the service quality of using the apps.
Several previous studies have also revealed that service quality positively affects customer satisfaction
towards mobile food delivery apps (Rahim & Yunus, 2021) ; (Zhong & Moon, 2020).

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2.4 Price

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In the online space, (D. J. Kim & Hwang, 2012) have pointed that customer build their price perception by
comparing the prices offered by different sellers. (Parikh & Weseley, 2005) have proven that more customers
are attracted by low price restaurants where they make their purchase. Similarly, customers will also feel
satisfied if they can purchase a highly advantaged product at a low price (Ollila & Tuomi-Nurmi, 2011).
(Nakandala et al., 2013), however, argued that some customers are willing to pay for a high level of nutrition
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food at higher costs.

According to (Ray, A., Dhir, A., Bala, P. K., &Kaur, 2019), customers will have better experiences if they
are given coupons, discounts, offers, and other monetary discounts. Their study has revealed that the
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monetary incentives engagement mechanism would be able to improve the reuse intention of the customer on
the mobile food delivery apps. (Azizul et al., 2019) have also discovered that prices of food have the highest
impact on the perceived value among young working adults in their study. Some other studies have also
found that monetary incentives such as discounts and special promotions are the important factors of
customer satisfaction towards online food delivery services (Ali Abdallah Alalwan, 2020) ; (Kalimuthu &
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Sabari Ajay, 2020).

2.5 Convenience
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In this fast-paced life, people avoid dining out because they do not want to waste time waiting for food to
be served. With the technology enhancement, the development of mobile apps has allowed food to be ordered
online. (Doub et al., 2015) in their study have found that customers would have an interest in using the online
food delivery apps if they perceived it to save time. Hence, the speed, simplicity, and precision of ordering
process have attracted customers in favour of online food delivery (Verma et al., 2009).
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The study conducted by (Yeo et al., 2017) also found that consumers have a positive attitude towards
online food delivery as it can save their time. According to (Jiang et al., 2013), convenience is a key success
for online business. (Kalimuthu & Sabari Ajay, 2020) in their study also confirmed that convenience in terms
of time-saving is the predictor of customer satisfaction towards online food delivery services. (Song, Y. E.,
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Jeon, S. H., & Jeon, 2017) has also shown that convenience can increase customer satisfaction towards the
mobile food delivery apps.

The above discussions have led to the establishment of the following hypotheses:
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H1: Website quality has a positive effect on customer satisfaction towards the mobile food delivery apps.
H2: Service quality has a positive effect on customer satisfaction towards the mobile food delivery apps.

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 Goh Mei Ling, Ho Sew Tiep and Ng Zhu Er

H3: Price has a positive effect on customer satisfaction towards the mobile food delivery apps.
H4: Convenience has a positive effect influence on customer satisfaction towards the mobile food delivery

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apps.

3. Research Methodology

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A total of 200 respondents were recruited using convenience sampling. Convenience sampling was used
because of insufficient information on the sampling frame of consumers who is using mobile food delivery
apps (Hulland, J., Baumgartner, H., & Smith, 2018). Due to the COVID-19 pandemic, the data collection was
done using Google Forms which contained questions that were related to the respondents’ profiles and the
measurements for all the variables in the research model. The data was collected between November 2020
and December 2020. All the measurements of items were adapted from previous studies (Ali Abdallah

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Alalwan, 2020) ; (Cho, M., Bonn, M. A., & Li, 2019) ; (Ray, A., Dhir, A., Bala, P. K., &Kaur, 2019) ; Wang
et al., 2019). The items were measured using 5-point Likert scales for website quality, service quality, price,
and convenience from strongly disagree to strongly agree. Customer satisfaction, on the other hand, was

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measured using 7-point Likert scales. The purpose of using different scales is to reduce the impact of
common method variance (Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, 2003) ; (Tehseen et
al., 2017). Partial Least Square Structural Equation Modeling (PLS-SEM) was performed to analyse the data
collected. There are two stages of analysis in PLS-SEM. The first stage is to assess the validity of the
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constructs in the measurement model. Meanwhile, the second stage is to examine the relationship among the
variables in the structural model. (Chai & Yat, 2019)

4. Results
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200 respondents were recruited in this study with 71% of them were female and 29% were male. More
than half of the respondents were from the age group of 20-29 (84.5%) and followed by the age group of 30-
39 (9%). In terms of ethnicity, the majority of the respondents were Chinese and followed by Indian. 55% of
them were graduates and 23% were diploma holder.
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The factor loadings for all the constructs are between 0.729 and 0.885, composite reliability (CR) is ranged
from 0.848 to 0.928 and average variance extracted (AVE) is between 0.583 and 0.763 as presented in Table
1. Since all the factor loadings are greater than 0.7, CR greater than 0.7 and AVE greater than 0.5 as
suggested by (Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, 2021), the convergent validity is
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considered satisfactory. To examine the discriminant validity, the Heterotrait-monotrait Ratio (HTMT)
(Henseler et al., 2015) was used. All the HTMT values obtained are between 0.459 and 0.865 as displayed in
Table 2. All the HTMT values are below the threshold value of HTMT.90 (Gold, A. H., Malhotra, A., &
Segars, 2001) indicating that discriminant validity is sufficient.
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Bootstrapping procedures with a resample of 5000 were used to perform the structural model (Hair Jr, J.
F., Hult, G. T. M., Ringle, C. M., & Sarstedt, 2021). All the results from the structural model as shown in
Table 3. R-square of 0.565 indicates that the research model is able to explain 56.5% of the total variation in
the customer satisfaction towards the mobile food delivery apps during the COVID-19 pandemic. The
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findings show that website quality (β = 0.514) and convenience (β = 0.223) have significantly influenced
customer satisfaction towards mobile food delivery apps. Service quality (β = 0.12.) and price (β = 0.016),
however, were found insignificant. Thus, H1 and H4 are supported but not for H2 and H3.

Table 3 shows the VIF for all the constructs is below 5. This means the problem of multicollinearity
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among the constructs does not exist (Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, 2021). The
effect size (f2) as shown in Table 3 for website quality and convenience are greater than the minimum value

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 Goh Mei Ling, Ho Sew Tiep and Ng Zhu Er

of 0.02 as suggested by (Cohen, 1988) except for service quality and price. This could be due to service
quality and price do not have any effect on customer satisfaction. The blindfolding procedure has revealed

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Q2 value of 0.413 which is greater than 0 indicating the model has predictive relevance (Hair Jr, J. F., Hult,
G. T. M., Ringle, C. M., & Sarstedt, 2021).

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Table 1 Convergent Validity

Average
Factor Composite
Construct Item Variance
Loading Reliability
Extracted

Convenience Con1 0.821 0.857 0.666

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Con2 0.811

Con3 0.817

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Price P1 0.883 0.928 0.763

P2 0.885

P3 er 0.851

P4 0.875

Service Quality SQ1 0.868 0.873 0.696

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SQ2 0.821

SQ3 0.812

Satisfaction Satisfaction1 0.88 0.923 0.75

Satisfaction2 0.849
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Satisfaction3 0.87

Satisfaction4 0.865

Website Quality WQ1 0.821 0.848 0.583

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WQ2 0.739

WQ3 0.761

WQ4 0.729
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Table 2 Discriminant Validity using HTMT Criterion

1 2 3 4 5
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1. Convenience

2. Price 0.506

3. Satisfaction 0.725 0.459

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4. Service Quality 0.629 0.788 0.666

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 Goh Mei Ling, Ho Sew Tiep and Ng Zhu Er

5. Website Quality 0.811 0.616 0.865 0.860

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Table 3 Results of Structural Model

Std R Q f
Hypothes Std T-
Relationship Erro Decision Squar Squar Squar VIF

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is Beta Value
r e e e

WQ -> 0.51 0.06 7.760* 2.27

H1 Satisfaction 4 6 * Supported 0.565 0.413 0.267 2

SQ -> 0.08 Not 2.37

H2 Satisfaction 0.12 8 1.359 Supported 0.014 8

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Price -> 0.01 0.07 Not 1.81
H3 Satisfaction 6 3 0.215 Supported 0.000 2

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Con -> 0.22 0.06 3.531* 1.67
H4 Satisfaction 3 3 * Supported 0.069 0

Note: **p-value < 0.01

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WQ: Website Quality; SQ: Service Quality; Con: Convenience
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Figure 1 Structural Model

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 Goh Mei Ling, Ho Sew Tiep and Ng Zhu Er

Table 4 Importance and Performance Matrix Results

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Total Effect Performances (Index Values)

Convenience 0.349 73.87

Price -0.017 70.668

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Service Quality 0.158 73.76

Website Quality 0.787 73.507

5. Discussion

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This study has revealed that website quality has a positive influence on customer satisfaction towards
mobile food delivery apps. This finding is in line with the study conducted by (Zulkarnain et al., 2015) which

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have highlighted that information quality, website design, and security are important criteria affecting
customer satisfaction. Customers will be more satisfied if they can collect sufficient information from the
mobile food delivery apps (Ali Abdallah Alalwan, 2020). Thus, a good website service of the mobile food
delivery apps will increase the satisfaction of the customer especially during the COVID-19 pandemic. This
is important as customers may prefer apps that enable them to get all the required information as well as good
security.
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Service quality was found to have no effect on customer satisfaction towards mobile food delivery apps.
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This result does not correlate with the finding found by (Rahim & Yunus, 2021). (Rahim & Yunus, 2021) in
their study revealed that customers felt satisfied if good service quality was provided by the e-hailing food
delivery during the MCO. This contradicting finding could be due to the research was conducted after the
initial stage of the MCO and the service quality provided by the mobile food delivery apps has been well-
established. Hence, customers do not perceive it as a major issue that will influence their satisfaction.
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The finding of this study has shown that price does not influence customer satisfaction significantly. This
finding is not consistent with the previous studies (Ali Abdallah Alalwan, 2020) ; (Kalimuthu & Sabari Ajay,
2020). During the pandemic of COVID-19, customers may have limited choices of mobile food delivery apps
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that enable them to compare the price. Price may not be an issue to them during the MCO as avoiding dining
out is the best choice for them to stay safe. Hence, the price seems not to be a factor in their satisfaction
towards the mobile food delivery apps during this critical period.

Convenience was confirmed to have positive impacts on customer satisfaction towards mobile food
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delivery apps in this study. The finding correlates to the study conducted by (Kalimuthu & Sabari Ajay,
2020). (Ali Abdallah Alalwan, 2020) indicated that users can access the mobile food delivery apps at any
time without any physical movement. This will help customers to save time not only on traffic but the
waiting time in the restaurants too. With the mobile food delivery apps in hand, customers can order their
food whenever they want. Convenience of using the apps has thus been perceived as a factor that influencing
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customer satisfaction during the pandemic of COVID-19.

6. Conclusion

This study has revealed that website quality and convenience have significant impacts on customer
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satisfaction towards mobile food delivery apps. Price and service quality, however, were found to have no
significant impacts on customer satisfaction. These findings would be able to enrich the growing literature
from the perspective of the world pandemic of COVID-19. This study has thus provided an insight into the

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 Goh Mei Ling, Ho Sew Tiep and Ng Zhu Er

customer satisfaction towards the mobile food delivery apps during the new norm among Malaysians.
Furthermore, examining the factors underlying the customer satisfaction towards mobile food delivery apps

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would be able to provide useful information for the food and beverage companies to enhance their mobile
food delivery apps. This will help the companies to retain the existing customers and build a better reputation
once customers are satisfied with their apps. A good reputation would be a positive word of mouth that able
to attract new customers too.

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The Importance and Performance Matrix (IPMA) as presented in Table 4 shows that website quality is the
most important and second highest performance factor in this study. Convenience is the second important
with the highest performance factor. These findings indicate that the food and beverage companies to
enhance the mobile food delivery apps to be more informative, timely, secure and user-friendly. This would
help consumers to save their searching time when they place the orders for the food. If customers have a

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happy experience during their purchase, they will feel satisfied. This will in turn increase the likelihood of
the reuse intention. A long-term relationship with the customers would then be created which will build their

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loyalty towards the apps. Service quality is less important although has high performance in the IPMA
analysis. Price also has the least performance matrix index. Therefore, less focus should be paid to these two
factors.

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Appendix

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Satisfaction
Sat 1 I am generally pleased with mobile food delivery apps.

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Sat 2 I am happy with mobile food delivery apps.
Sat 3 I am satisfied with the way that mobile food delivery apps have carried out transactions.
Sat 4 Overall I am satisfied with mobile food delivery apps.

Website Quality er
WQ1 The mobile food delivery apps provide precise information that I need.
WQ2 The mobile food delivery apps provide up-to-date information.
WQ3 The mobile food delivery apps is easy to use.
WQ4 I feel safe in my transaction with mobile food delivery apps service in terms of security and privacy
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protection.

Service Quality
SQ1 The mobile food delivery apps service able to provide me individual attention.
SQ2 The mobile food delivery apps sell products that meet my needs.
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SQ3 When I have a problem, mobile food delivery apps show a sincere interest in solving it.

Price
P1 The price is reasonable for the food that I order food through the mobile food delivery apps.
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P2 The price is fair for the food that I order food through the mobile food delivery apps.
P3 The price is economical for the food that I order food through the he mobile food delivery apps.
P4 I feel I am getting good food products with a reasonable price when I use the mobile food delivery
apps.
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Convenience
Con1 Mobile food delivery apps help me to avoid traffic.
Con2 Mobile food delivery apps help me to avoid waiting time at restaurants.
Con3 Using mobile food delivery apps enables me to accomplish the purchasing process more quickly.
ep
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