Factors Affecting the Behavior of Using Food Ordering Services Via Smartphone Applications of Consumers in the Eastern
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Abstract
The purpose of this research was to determine the factors affecting service quality, the marketing mix factors, and the technology acceptance factors affecting service usage behavior via the smartphone applications of consumers in the Eastern area. This research is survey research. The instrument was an online questionnaire. The sample consisted of 450 people living in the eastern area by multi-stage random sampling. The reliability coefficient (α) of the research instrument was equal to 0.95. Descriptive statistics were generated using SPSS and Multiple Linear Regression. The result of this research found that the factors regarding service quality, the marketing mix factors, and the technology acceptance factors affecting service usage behavior of orders via the smartphone applications of consumers in the Eastern area were all at a high level, both overall and in individual aspects. Based on the hypothesis, it was found that the service quality factors, the marketing mix factors, and the technology acceptance factors had no variables affecting service usage behavior regarding the frequency of service usage. Therefore, entrepreneurs should focus on developing and improving a marketing strategy via smartphone applications. The possible solutions include improving the online system for customers to feel that the system is easy to use and attractive and creating some benefits for customers to attract them to food ordering services via smartphone applications.
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