Factors Influencing Customer Satisfaction with Online Food Delivery Services in Vietnam
Yi Hsu, Thi Loan Le

Abstract
This study aims at identifying and evaluating the main factors affecting customer satisfaction with Online Food Delivery services in Vietnam. Through the questionnaire translated into Vietnamese, this study collected 395 samples and analyzed 345 samples after eliminating unqualified data. The study utilized regression analysis and Linear Structural Relation Model (LISREL) to test the hypotheses and the constructed model. Due to higher validity and lower error, after comparing two models, this study found the linear regression model with the better fit of the data. The independent variables indicate 6 factors affecting customer satisfaction, including Price, Ease of use, Food quality, Service Quality, Promotions, and Privacy. However, only five factors had significant impact oncustomer satisfaction with Online Food Delivery services. Specifically, the Service Quality factor has the most impact, followed by other4 factors: Food Quality, Price, Promotion, and Privacy. The results also show that Repurchase, Positive Word of Mouth, Brand Switching is also directly affected by Customer Satisfaction. The study offers a number of implications to help businesses in the Online Food Delivery industry improve customer satisfaction, thereby building customer loyalty.

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