The Impact of Food Delivery Mobile Service Quality on Customer Satisfaction: The Case of Beu Food Delivery
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Date
2024-09
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AddisAbeba Universty
Abstract
The rapid expansion of online food delivery systems is evident worldwide, including in Ethiopia, where numerous new online food delivery plataforms are constantly being introduced. While it has been practical to measure service quality in traditional settings such as restaurants and hotels, the concept of mobile service quality is relatively new and focuses on mobile-specific aspects. The M-S-QUAL dimensions, introduced by Huang, E.Y., et al. in 2015, redefine the approach to evaluating service quality in mobile contexts. This study examines the impact of mobile service quality on customer satisfaction within the context of Beu Food Delivery in Ethiopia. Given the growing dependence on digital platforms for food delivery, this research aims to identify and analyze the factors that significantly influence customer satisfaction. The study employs the Mobile Service Quality (M-S-QUAL) model, which evaluates dimensions such as efficiency, responsiveness, fulfillment, privacy, and contact.
A quantitative research methodology was adopted, utilizing a structured questionnaire based on the M-S-QUAL dimensions. Data were collected using non-probability convenience sampling and analyzed through descriptive statistics, correlation analysis, and multiple linear regression techniques. The findings provide insights into how mobile service quality influences customer satisfaction in the burgeoning online food delivery market in Ethiopia, offering valuable implications for service providers aiming to enhance their digital offerings.
Key words: Mobile Service Quality, Online food delivery systems, Service quality, Customer satisfaction, Beu Delivery, Ethiopia, Digital plaforms