Online Food Delivery Services (OFDS) in Ho Chi Minh City in the new normal state: A study of the factors influencing consumers’ behavioral decision, satisfaction and loyalty

Abstract

Online food delivery services (OFDS) have been widely used in the context of the new normal of the COVID-19 pandemic, especially in a developing country like Viet Nam. The purpose of this study is to determine the factors that influence the decision to use OFDS of customers, thereby affecting the satisfaction and loyalty of young people in Ho Chi Minh City. Over 300 people participated in the survey on the online Google Form platform and the author team collected 247 valid samples were selected out of nearly 300 participants via Google Form. Structural equation modeling (SEM) shows that “Fear of COVID-19” has the greatest influence on the decision to use OFDS, followed by “Convenience”, “Promotion” and “Attitude”. A special feature of the study is that it has been discovered that the factor “Subjective norm” does not affect consumers’ decision to use OFDS in HCM City in the context of the new normal. This study can serve as a theoretical foundation that could benefit OFDS investors, and authors of research on the topic. Finally, this study can be applied and extended to identify the factors influencing the decision to use OFDS in the context of the new normal in HCM City.