Perception of Customer Experience Towards Customer Loyalty in Online Food Delivery Services in Thailand: Exploring in Generation Z

Abstract

The relationship between customer experience towards customer loyalty in online food delivery services in Thailand has been the subject of a few studies on customers in Generation Z. This study aims to explore the effect of the perception of customer experience, customer satisfaction, and customer loyalty, focusing on Generation Z in online food delivery service. The samples are randomly selected from 400 respondents from Generation Z in Thailand. This analysis uses quantitative research and statistical assessment, including descriptive statistics, Exploratory Factor Analysis (EFA), and Linear Regression Analysis. The result of EFA indicates that the perception of customer experience is identified by 3 factors: namely 1) food quality, 2) convenience and reliability of service, and 3) price. Moreover, the linear regression analysis shows that food quality, convenience and reliability of service, and price are significant motivating factors of customer satisfaction. As a result, customer satisfaction has a positive effect on customer loyalty.