CUSTOMER SATISFACTION AND REUSE INTENTION IN USING FOOD

DELIVERY APPLICATIONS DURING COMMUNITY QUARANTINE

AMONG YOUNG ADULTS OF SELECTED BARANGAYS IN
DASMARINAS CITY, CAVITE

Undergraduate Thesis
Submitted to the Faculty of the
Cavite State University-Trece Martires City, Campus
Trece Martires City, Cavite

In partial fulfillment
of the requirements for the degree
Bachelor of Science in Business Management

HELEN GRACE L. BAGUITAN

RIMALYN R. BANDOY
ERIS JEAN C. DELA CRUZ
JOHN HARVEY S. GREPO
ANALIZA S. NAVIA
August 2022
 Republic of the Philippines
CAVITE STATE UNIVERSITY
Trece Martires City Campus
Brgy. Gregorio, Trece Martires City, Cavite
www.cvsu.edu.ph

DEPARTMENT OF MANAGEMENT

Authors: HELEN GRACE L. BAGUITAN,

RIMALYN R. BANDOY
ERIS JEAN C. DELA CRUZ
JHON HARVEY DAVIDSON S. GREPO
ANALIZA S. NAVIA

Title: CUSTOMER SATISFACTION AND REUSE INTENTION IN USING FOOD

DELIVERYAPPLICATIONS DURING COMMUNITY QUARANTINE
AMONG YOUNG ADULTS OF SELECTED BARANGAYS IN
DASMARINAS CITY, CAVITE

APPROVED:

EXCEL ARIDIDON, MBA ______ ARLENE ESTRADA, MALLI ______

Adviser Date Technical Critic Date

JESSIE ANNE DEMETILLO, PhD _____ KHENILYN P. LEWIS, DIT ______

Department Chairperson Date College Research Coordinator Date

NOEL A. SEDIGO, MSc _______

Campus Administrator Date

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 BIOGRAPHICAL DATA

Ms. Helen Grace L. Baguitan was born on February 3, 2000 in Manila. She is

the youngest among three children of Mr. Emilio A. Baguitan and Ms. Tita Del-Socorro

Larita. She is presently residing at Blk 56 Lot 2 Phase 2 Paliparan Site Dasmariñas,

Cavite.

She obtained her elementary education at Paliparan III Elementary School,

Paliparan III, Dasmarinas City, Cavite in 2011. Her Senior High School Education was

completed at Paliparan III Senior High School, Paliparan III, Dasmarinas City, Cavite

in 2016. She completed her had National Certificate II in cookery and bread and pastry

production. She is one of the first batch students of K-12 under the TVL (Cookery,

Bread and Pastry Production, Food and Beverages) strand.

In August 2018, she enrolled at Cavite State University in Trece Martires City,

Cavite where she obtained the degree of Bachelor of Science in Business

Management major in Marketing Management in August 2022.

Ms. Rimalyn R. Bandoy was born on May 22, 2000 in Julita, Leyte. She is the

eldest among the four children of Mr. Roger E. Bandoy and Ms. Melva B. Rutor. She

is presently residing at Block 7 Lot 20 Mapayapa Street, Pamayanang Maliksi, Pasong

Kawayan II, General Trias City, Cavite.

She obtained her elementary education at Cuya-e Elementary School, Julita

Leyte in 2012. Her senior high school education was completed at Burgos Integrated

School in Basey, Samar in 2016. She was one of the first batch students of K-12 under

the Accountancy, Business and Management (ABM) strand.

In August 2018, she enrolled at Cavite State University in Trece Martires City,

Cavite where she obtained the degree of Bachelor of Science in Business

Management major in Marketing Management in August 2022

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 Mr. Eris Jean C. Dela Cruz was born on September 16, 1996, in Dasmariñas

City, Cavite. He is the second born chid of Mr. Roderick Custodio Dela Cruz and

Jasmin Manicani Chavez (deceased).

He is presently residing at Brgy. Santa Cristina 1 Dasmariñas City, Cavite. He

completed his elementary education at Santa Cristina Elementary School in 2009. The

following school year, he enrolled at San Simon National High School and finished his

study in the year 2014. In 2018, he enrolled at Cavite States University (CvSU) in Trece

Martires City Campus where he obtained the degree of Bachelor of Science in

Business Management major in Marketing Management in August 2022.

Mr. Jhon Harvey Davidson S. Grepo was born at Tejero Hospital in General

Trias, Cavite. He is the eldest among the four children of Mr. Herman N. Grepo and

Ms. Lorna S. Grepo. He is residing at 590 Pag-Asa St. Buenavista III General Trias,

Cavite since birth.

He graduated his elementary education at Buenavista Elementary School

(BES) year of 2009-2010 and high school at Governor Ferrer Memorial National High

School Buenavista Annex (GFMNH) in 2014. He then enrolled at NCST and took

Bachelor of Science in Architecture for 3 years and shifted his course at Cavite State

of University Trece Martirez Cavite wherein he obtained the degree of Bachelor

Science of Business Management Major in Marketing Management in August 2022.

Ms. Analiza S. Navia was born in Imus City, Cavite on December 27, 1998.

She is the fifth of the six siblings of Mr. Ubaldo Navia and Ms. Liza Sta. Ana. She now

lives at Blk 18 Lot 8 Acacia Home Subdivision Dasmarinas City, Cavite.

She studied at Sta. Cristina 1 as an elementary student and graduated from

senior high school in Dasmarinas East Integrated High School located in San Simon

Dasmarinas City, Cavite under the General Academic strand. She took her tertiary

education at Cavite state University located in Trece Martires City, Cavite and obtained

the degree of Bachelor of Science in Business Management major in Marketing

Management in August 2022.

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 ACKNOWLEDGEMENT

The authors would like to express their sincere appreciation and utmost

gratitude to all those who accorded their materials and moral support in the preparation

of this compensating task:

Ms. Excel Arididon, thesis adviser, for her moral support and immeasurable

patience always. Her guidance and consistent advice helped them to bring this study

to a success;

Prof. Arlene Estrada, technical critic, for her valuable comments, suggestions,

and constructive criticisms that greatly improved the content of this study;

Dr. Jessie Anne T. Demetillo, department chairperson, for her support and

inspiration;

Mr. Lucky Cedrick D. Guyamin, Prof. Cristza dO.Manlapig, Prof. Lilian O.

Sidamon and Prof. Arlene L. Estrada, the panelists, for their positive comments and

suggestions to complete the manuscript;

Prof. Noel Sedigo, campus administrator of Cavite State University-Trece

campus, for being one of their inspirations that guide them to success;

The selected young adults in Dasmarinas City, Cavite, who served as the

participants of this study, for their support in answering the questionnaires;

The researchers loving friends, classmates, and family, for their wholehearted

support and for being the constant source of courage in making this humble work in

reality; and

Above all to our Almighty God who made possible the realization of this study,

for without him the researcher could have not done anything.

THE AUTHORS

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 ABSTRACT

BAGUITAN, HELEN GRACE L., BANDOY, RIMALYN R., DELA CRUZ, ERIS JEAN
C., GREPO, JOHN HARVEY S., NAVIA, ANALIZA S. Customer Satisfaction and
Reuse Intention in Using Food Delivery Applications during Community
Quarantine among Young Adults of Selected Barangays in Dasmarinas City,
Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major
in Marketing Management. Cavite State University – Trece Martires City Campus.
August 2022. Adviser: Ms Excel Arididon.

The study was conducted from August to January 2022 in selected Barangays

of Dasmariñas Cavite. The study intended to investigate customer satisfaction and

reuse intention in using food delivery applications during community quarantine of

selected young adults of selected Barangays in Dasmariñas Cavite. Specifically, the

study aimed to: determine the socio demographic profile, determine the ordering habit

of young adults, determine the customer satisfaction in using food applications in terms

of usefulness, payment, and safety, informativeness, and convenience, determine the

reuse intention in terms of subjective norms, social isolation, food delivery hygiene,

perceived behavioral control, perception of food safety, and attitude towards use, and

assess the significant relationship between customer satisfaction and reuse intention

towards using food applications as influenced by community quarantine on selected

young adults in Dasmariñas, Cavite. Descriptive research was used in the study. The

community had almost 7,000 thousand residents but only 115 participants was

included in the study.

A total of 115 participants were considered as to measure the customer

satisfaction and reuse intention towards using food applications as influenced by

community quarantine which came from an online survey questionnaire. The limited

number of participants was due to the limited information on the availability and

statistics of the total population of selected young adults of selected Barangays in

Dasmariñas City, Cavite.

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 More than half of the participants or majority were females, and the rest were

male aging from 22 to 26 years old. Most of them were single with 4 to 6 family

members. Their monthly income ranged from P10, 000 to P20,000 because majority

of the participants work in private sectors. Majority of them preferred to use Food

Panda food delivery application on a cash on delivery payment mode which is availed

mostly twice a week.

The results of the present study show that the informativeness of the delivery

apps influences customer satisfaction and reuse intention. If the provided information

is inaccurate when a delivery application is used, customer satisfaction and reuse

intention will decrease. The study has limitations on the target and regions by being

conducted around Dasmarinas City, Cavite and it is difficult to generalize. Therefore,

if future study needs to expand the scope of research targeted at consumers

nationwide, it would be more meaningful empirical research.

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 TABLE OF CONTENTS

Page

BIOGRAPHICAL DATA…………………………………………………………. iii

ACKNOWLEDGEMENT…………………………………………………………. v

ABSTRACT……………………………………………………………………….. vi

LIST OF TABLES………………………………………………………………… x

LIST OF APPENDIX TABLES………………………………………………….. xiii

LIST OF APPENDICES………………………………………………………….. xiv

INTRODUCTION………………………………………………………………….. 1

Statement of the Problem……………………………………………….. 3

Objectives of the Study………………………………………………….. 5

Significance of the Study………………………………………………... 7

Time and Place of the Study……………………………………………. 7

Scope and Limitations of the Study……………………………………. 7

Definition of Terms……………………………………………………….. 8

Conceptual Framework of the Study…..………………………………. 10

REVIEW OF RELATED LITERATURE………………………………………… 11

METHODOLOGY…………………………………………………………………. 18

Research Design…………………………………………………………. 18

Hypothesis………………………………………………………………… 18

Sources of Data………………………………………………………….. 18

Participants of the Study………………………………………………… 19

Sampling Techniques.……………………………………………..…….. 19

Data Gathered………………………..…………………………………... 19

Statistical Treatment of Data……………………………………………. 22

RESULTS AND DISCUSSION………………………………………………….. 23

Socio-demographic profile of young adults…......…………………… 35

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 Ordering habits of young adults ………………….………...…………... 27

Customer satisfaction towards using

food delivery applications ….……………………………………. 29

Reuse Intention towards using food delivery applications …………… 33

Relationship between customer satisfaction and reuse intention

towards using food applications as influenced by community
quarantine ………………………………………………………………..
39

SUMMARY, CONCLUSION AND RECOMMENDATIONS………………….. 59

Summary………………………………………………………………….. 59

Conclusion………………………………………………………………… 60

Recommendations……………………………………………………….. 62

REFERENCES……………………………………………………………………. 63

APPENDICES…………………………………………………………………….. 67
.

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 LIST OF TABLES

Table Page

1 Parameter to measure customer satisfaction in using food

applications as influence by community
quarantine……………………………………………………… 20

2 Parameter to reuse intention in using food application as influence

by community quarantine……………………………………... 21
3 Socio – demographic profile of young
adults in terms of age………………………………………… 23
4 Socio – demographic profile of young adults in terms of
sex………………………………………………………………. 24
5 Socio – demographic profile of young adults in terms of civil
status…………………………………………………. 24
6 Socio – demographic profile of young adults in terms of number of
family members ……………………………………………… 25

7 Socio – demographic profile of young adults

in terms of occupation………………………………………… 25

8 Socio – demographic profile of young adults in terms of family

average monthly income…………………………………….. 26

9 Ordering habits of young adults in terms of preferred food delivery

application…………………………………………………….. 27

10 Ordering habits of young adults in terms of preferred payment

method………………………………………………………… 28
11 Ordering habits of young adults in terms of frequency in using food
application…………………………………………………….. 28

12 Customer satisfaction of young adults.

in terms of usefulness……………………………………….. 29

13 Customer satisfaction of young adults

in terms of payment and safety………………………………. 30
14 Customer satisfaction of young adults.in terms of informativeness 31

15 Customer satisfaction of young adults.

in terms of 32
convenience……………………………………….

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16 Overall customer satisfaction on food delivery
application…………………………………………………… 32

17 Reuse intention towards using food delivery applications in terms

of subjective norms…………………………………………… 33
18 Reuse intention towards using food delivery applications in terms
of social isolation……………………………………………… 34

19 Reuse intention towards using food delivery applications in terms

of food delivery hygiene……………………………………… 35

20 Reuse intention towards using food delivery applications in terms

of perceived behavior control………………………………... 36

21 Reuse intention towards using food delivery applications in terms

of perception of food safety………………………………….. 37

22 Reuse intention towards using food delivery applications in terms

of attitude toward use………………………………………… 38

23 Overall reuse intention on food delivery application……………….. 38

24 Relationship between the customer satisfaction and reuse

intention in using food application during community
quarantine among
young adults in Dasmariñas City, Cavite………………….. 39

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 LIST OF APPENDIX TABLES

Table Page

1 Number of respondents on using food delivery application during

quarantine………………………………………………………… 52

2 Socio – demographic profile of young adults in terms of age………. 52

3 Socio – demographic profile of young adults in terms of sex……….. 52

4 Socio – demographic profile of young adults in terms of

civil status………………………………………………………. 52

5 Socio – demographic profile of young adults in terms of number of

family members ………………………………………………... 53
6 Socio – demographic profile of young adults in terms of
occupation………………………………………………………. 53
7 Socio – demographic profile of young adults in terms of average
monthly income………………………………………………….. 53
8 Ordering habits of young adults in terms of preferred food delivery
application………………………………………………………… 54
9 Ordering habits of young adults in terms of preferred payment
method…………………………………………………………….. 54
10 Ordering habits of young adults in terms of preferred food delivery
application………………………………………………………… 54
11 Customer satisfaction in terms of usefulness…………………………. 55

12 Customer satisfaction in terms of payment and safety……………….. 55

13 Customer satisfaction in terms of informativeness…………………… 56

14 Customer satisfaction in terms of convenience……………………….. 56

15 Summary of customer satisfaction……………………………………... 56

16 Reuse intention in terms of subjective norms…………………………. 57

17 Reuse intention in terms of social isolation……………………………. 57

18 Reuse intention in terms of food delivery hygiene……………………. 57

19 Reuse intention in terms of perceived behavioral control……………. 58

20 Reuse intention in terms of perception of food safety………………… 58

xii
21 Summary of reuse intention…………………………………………….. 58

22 Relationship of customer satisfaction and reuse intention in terms of

usefulness………………………………………………………… 59

23 Relationship of customer satisfaction and reuse intention in terms

of Payment and safety………………………………………….. 59

24 Relationship of customer satisfaction and reuse intention in terms

of informativeness……………………………………………….. 60

25 Relationship of customer satisfaction and reuse intention in terms

of convenience…………………………………………………... 60

26 Reuse intention in terms of food delivery hygiene…………………… 61

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 LIST OF APPENDICES

Table Page

1 Survey instrument…………………………………......................... 46

2 Reliability analysis………………………………............................ 51

3 Sample raw data…………………………….................................. 52

4 Certification from statician.……................................................... 62

5 Certification from english critic…………………………………...... 63

6 Routing slip………………………………………............................. 64

7 Certificate of completion…………………………………………….. 65

8 Curriculum vitae………................................................................. 66

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