Drivers of Customer Satisfaction in Online Food Delivery Services in Malaysia: Evidence from Klang Valley Users

This study aims to explore the determinants of customer satisfaction of online food delivery (OFD) services in Klang Valley, Malaysia. OFD platforms are increasingly popular in the urban markets, and it is vital for business managers to understand what factors influence customer satisfaction to improve the service performance and customer retention. The study was based on five independent variables: service quality, food quality, price/value for money, customer service/support and promotions and discounts. The research design used was cross sectional, quantitative. Data were collected through an online questionnaire via Google Forms. SPSS was used to analyse 103 valid responses from OFD users. Descriptive analysis was used to describe the profile of respondents while Pearson correlation analysis was used to test the relationship between the five factors and customer satisfaction. The findings revealed that all the five factors had positive significant relationships with the customer satisfaction. The strongest relationship was with the service quality followed by promotions and discounts, food quality, customer service/support and price/value for money. The findings show that customer satisfaction with OFD services is affected by the overall customer journey such as app usability, food quality, reasonable pricing, service recovery and promotional value. This study contributes to the OFD literature by providing local Malaysian evidence based on real users and provides practical implications for OFD platforms to improve service quality, reinforce restaurant partner performance, ensure pricing transparency, provide effective customer support, and develop clear promotional strategies.

Online food delivery, customer satisfaction, service quality

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