Hubungan Kualiti e-Perkhidmatan Syarikat Penghantar Makanan dengan Kesetiaan Pelanggan

Nur Aneesa Amran; Nor Aishah Buang

Nur Aneesa Amran
Nor Aishah Buang

Abstract

Pasaran kepada perkhidmatan penghantaran makanan seperti Foodpanda dan GrabFood di Asia Tenggara adalah sangat luas dengan jangkaan bahawa industri ini akan berkembang sekitar 956 million US dolar menjelang 2022 dan ini menjadikan industri pasaran makanan kepada industri yang paling pantas berkembang. Namun begitu kajian-kajian lepas masih samar dalam mencapai kata sepakat tentang signifikasi hubungan di antara kualiti e-perkhidmatan penghantaran makanan dan kesetiaan pengguna. Dapatan dalam kajian lepas menunjukkan perbezaan hasil dan pendapat tentang hubungan tersebut lebih-lebih lagi kajian yang telah dijalankan di Malaysia. Maka tujuan kajian ini dijalankan adalah untuk mengenal pasti hubungan di antara kualiti e-perkhidmatan syarikat penghantaran makanan dengan kesetiaan pelanggan. Pengkaji menggunakan kaedah kuantitatif deskriptif secara soal selidik yang diedarkan kepada responden secara atas talian dan diedarkan kepada 1020 pengguna perkhidmatan syarikat penghantaran makanan di seluruh kawasan negeri Melaka yang dipilih menggunakan kaedah pensampelan kebarangkalian. Hasil dapatan kajian menunjukkan bahawa pengguna besetuju tentang kualiti e-perkhidmatan syarikat penghantar makanan yang diterima menjadi sebab untuk mereka kembali menggunakan perkhidmatan tersebut. Hal ini menunjukkan wujudnya hubungan yang signifikan di antara tahap kualiti e-perkhidmatan syarikat penghantar makanan dan kesetiaan pelanggan. Kajian ini menyimpulkan bahawa tahap kualiti e-perkhidmatan penghantaran makanan mempunyai pengaruh terhadap tingkah laku pelanggan untuk kembali kepada perniagaan penghantaran makanan.

References

Ali, S., Khalid, N., Javed, H. M. U., & Islam, D. M. (2021). Consumer adoption of online food delivery ordering (OFDO) services in Pakistan: the impact of the COVID-19 pandemic situation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 10.
Abdirrahman, A. W., & Sumiati, S. (2021). Analisis Kepuasan Pelanggan Menggunakan Metode Customer Satisfaction Index Untuk Menentukan Strategi Pemasaran Menggunakan Analisis Swot Di Kafe Xyz. JUMINTEN, 2(3), 143-154.
Ataburo, H., Muntaka, A. S., & Quansah, E. K. (2017). Linkages among e-service quality, satisfaction, and usage of e-services within higher educational environments. International Journal of Business and Social Research, 7(3), 10-26.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101.
Chang, S. C., Chou, P. Y., & Lo, W. C. (2014). Evaluation of satisfaction and repurchase intention in online food group-buying, using Taiwan as an example. British Food Journal.
Forbes Magazines. (2018). Milennials are Ordering Food for Delivery More. https://www.forbes.com/sites/andriacheng/2018/06/26/millennials-are-ordering-food-for-delivery-more-but-are-they-killing-the-kitchen-too/?sh=193a9842393e
Ha, J., & Jang, S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520–529. doi:10.1016/j.ijhm.2009.12.005
Jin, N. (Paul), Lee, S., & Huffman, L. (2012). Impact of Restaurant Experience on Brand Image and Customer Loyalty: Moderating Role of Dining Motivation. Journal of Travel & Tourism Marketing, 29(6), 532–551. doi:10.1080/10548408.2012.70155
Kim, E. Y., & Jackson, V. P. (2009). The Effect of E-SERVQUAL on e-Loyalty for Apparel Online Shopping. Journal of Global Academy of Marketing Science, 19(4), 57–65. doi:10.1080/12297119.2009.9707305
Keeble, M., Adams, J., Sacks, G., Vanderlee, L., White, C. M., Hammond, D., & Burgoine, T. (2020). Use of Online Food Delivery Services to Order Food Prepared Away-From-Home and Associated Sociodemographic Characteristics: A Cross-Sectional, Multi-Country Analysis. International Journal of Environmental Research and Public Health, 17(14), 5190.
Phillips, D.C. and Burbules, N.C., (2000). Postpositivism and educational research. Rowman & Littlefield.Research, 27(1), pp.115-122
Rachmawati, R. (2014). Pengaruh Kepuasan Terhadap Loyalitas Pelanggan. TEKNOBUGA: Jurnal Teknologi Busana dan Boga, 1(1).
Swaminathan, S., Anderson, R., & Song, L. (2019). Building loyalty in e-commerce: Impact of business and customer characteristics. Journal of Marketing Channels, 1–14. doi:10.1080/1046669x.2019.1646184
Saunders, M., Lewis, P., & Thornhill, A. (2016). Research methods for business students. Pearson education.
Sinar Harian. (2020). Permintaan Penghantaran Makanan Melonjak 30 Peratus. https://www.sinarharian.com.my/article/74393/BERITA/Nasional/Permintaan-penghantaran-makanan-melonjak-30-peratus
Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty toward online food delivery service: the role of e-service quality and food quality. Journal of foodservice business research, 22(1), 81-97.
Shields, Patricia and Rangarjan, N. (2013). A Playbook for Research Methods: Integrating Conceptual Frameworks and Project management.
Turner III, D.W., (2010). Qualitative interview design: A practical guide for novice investigators. The qualitative report, 15(3), pp.754-760.
Thabane, L., Ma, J., Chu, R., Cheng, J., Ismaila, A., Rios, L.P., Robson, R., Thabane, M., Giangregorio, L. and Goldsmith, C.H., (2010). A tutorial on pilot studies: the what, why and how. BMC medical research methodology, 10(1), p.1
Theresia, S., & Tan, H. S. (2021). Evaluation of service quality and user experience on credit card application using e-SERVQUAL model and usability testing. In IOP Conference Series: Earth and Environmental Science (Vol. 794, No. 1, p. 012095). IOP Publishing
Triandis, H.C. (1994), “Theoretical and methodological approaches to the study of collectivism and individualism”, Cross Cultural Research and Methodology Series-Sage-, Vol. 18 No. 1, pp. 41-41.
Yeo, V. C. S., Goh, S.-K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150–162. doi:10.1016/j.jretconser.2016.12.013
Yusra dan Agus A. (2020). The Influence of Online Food Delivery Service Quality on Customer Satisfaction and Customer Loyalty: The Role of Personal Innovativeness. Journal of Environmental Treatment Techniques, 8(1), 6-12.
Zeyad M. K. & Norailis W. (2015). Influence of customer satisfaction, service quality, and trust on customer loyalty in Malaysian Islamic banking. International journal of business and social science, 6(11), 110-119.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362. doi:10.1177/009207002236911
Zuraidah, E. (2018). Analisa Kualitas Pelayanan Restoran Cepat Saji Dengan Metode Servqual (Service Quality). Prosisko: Jurnal Pengembangan Riset dan Observasi Sistem Komputer, 5(2).