A study on the influence of mobile foodie applications on restaurant selection decisions

Name: Anusorn Phopipat

keyword: Restaurant selections

; Food application

; Online food delivery

; Consumer behavior

; Decision making process

Abstract: Online food delivery competition in Thailand is fierce. Public behavior has changed from eating out at restaurants to ordering food from various online providers. Social media allows users/customers to generate on-line content and share their experiences with the online community. This study of “The influence of mobile foodie applications on restaurant selection decisions” is an independent research exercise focusing on the contemporary topic of technological issues regarding applied marketing in Thailand. There are four primary research were to 1) To identify customer profiles and then classify them into the segments, 2) To determine consumer restaurant selection behavior and experience, 3) To determine consumer price perception toward online order fees, and 4) To identify key application features needed by customers. Exploratory research was conducted through a secondary data reviews and ten in-depth interviews. Descriptive research was conducted by an online social media survey using Facebook, LINE chat application, and e-mail. Target respondents were males or females aged between 18 to 60 years old who had access to the internet and had used a foodie application in the past three months. Data gathered from 265 respondents were analyzed using the Statistical Package for the Social Sciences (SPSS) by Analysis of Variance (ANOVA), Chi-square, frequencies, percentages, factor analysis, cluster analysis, and price sensitivity measurements. Main findings from the quantitative research indicate that customers who used online delivery food applications can be divided into four segments as achiever, perfectionist, extrovert, and outdoor enthusiast. Top three restaurant selection criteria for all respondents were speed of service, location, and value for money. The three features respondents perceived to be important when using an application were booking, payment option, and promotional information features. In term of awareness, LINEMAN was ranked as number one followed by foodpanda, UberEat, and Grabfood. Interestingly, the current online delivery fee is perceived to be acceptable by respondents, and there is room to increase the service fee if needed. The recommendation for the marketer is to focus on the achiever segment because they are the heavy users of online food delivery services. This segment can be engaged via online channels. Therefore, marketers should try to prevent this segment from switching to other service providers. For developers, the top three features of foodie applications to focus on are booking, payment option, and promotional information features. Also, the contents section of the application is another important aspect to focus on. This research will enable restaurant managers and application developers to better understand changing customer behaviors better. Furthermore, the findings will aid managers to design strategies to entice more customers to use their restaurants and applications.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Smith, Malcolm C.

Role: advisor

Created: 2017

Modified: 2021-04-27

Issued: 2021-04-27

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2017.464

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

©copyrights Thammasat University

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