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    UNIVERSITY OF ECONOMICS HO CHI MINH CITY SCHOOL OF INTERNATIONAL BUSINESS - MARKETING THE STUDY OF THE INFLUENCE OF FOOD DELIVERY SERVICES QUALITY ON HCMC UNIVERSITIES’S  STUDENT BUYING BEHAVIOR    Group 6 LE GIA HAN LA THUY THI TRAN VO YEN NHI ĐO THI A  NH MINH VU THI THAI HOA MAI THI HONG NHU CLASS:  IB02 COURSE:  43 INSTRUCTOR:  PhD . ĐINH TIE  N MINH SCHOOL YEAR 2019    1 CONTENTS BRIEFING ................................................................................................................................... 2 A. GENERAL INTRODUCTION ............................................................................................ 3 I. Reason for choosing the topic ................................................................................................ 3 II. Research objectives ............................................................................................................... 3 III. Research questions .............................................................................................................. 3 IV.   Research subject and scope ................................................................................................ 4 V. Limitations of research ......................................................................................................... 4 B. RESEARCH METHODOLOGY ......................................................................................... 4 I. Quanlitative Research ............................................................................................................ 4 1. Sample size .............................................................................................................................. 4 2. Choosing sample methodology ................................................................................................ 4 3. Sample approaching methodology ........................................................................................... 4 4. Qualitive questionaire .............................................................................................................. 6 5. Qualitive research’s result  ........................................................................................................ 7 II. Quantitative Research .......................................................................................................... 18 1. Sample size .............................................................................................................................. 18 2. Sampling design ....................................................................................................................... 18 3. Survey method ......................................................................................................................... 19 4. Questionaire ............................................................................................................................ 10 C. QUANTITATIVE RESEARCH RESULT ......................................................................... 29 I. Sample description .................................................................................................................. 29 II. R  esearch result and issues’ cause  ........................................................................................ 33 III. The existing issue and the solutions have been used by food delivery services ............. 66 D. SUGGESTED SOLUTIONS FOR THE UNSOLVE ISSUES .......................................... 71 CONCLUTION .......................................................................................................................... 75 REFERENCES ........................................................................................................................... 76 APPENDIX ................................................................................................................................. 77    2 BRIEFING This study is to research about the impact of the factors relating to the quality of food delivery services on the behaviors of using these services of students in HCMC, in order to point out the factor of quality that has the biggest influence on the decisions of the customers and to propose solutions to improve the quality of these services base on the result of the study. The process includes two major stages, namely Qualitative Research and Quantitative Research. The model and scale of the study is built  based on the SERVQUAL model(1988) of Parasuraman, including five main independent factors that form the quality of the service. The five factors are then observed through 28 variables. The data collected from the observation is then analyze by descriptive statistics method. For the aim of the study, this research only targets the behavior of students in university/college level in HCMC. The method of collecting data is direct interviews and surveys, aiming for the number of 400 response, using simple random sampling method. However, due to several difficulties such as: time-limitation, inability to access to students from remoting areas of the city, the amount responses collected only reached 381 and only 359 of them went through the screening, making the reliability of the research went down slightly compared to the initial plan. The result of the analysis pointed out that all the five factors, including Reliability, Responsiveness, Assurance, Sympathy and Tangibility, have noticeable impact on the behaviors of the customers.Therefore, in planning for development of the services, these are the factors that need extra attention from the companies.The study also highlighted some important features of each factors. Specifically, the Reliability factor includes short delivery time and clarity of the delivery procedure; Responsiveness includes the rate of canceling orders of the shippers and the responsiveness of the Customers Services departments; Assurance main feature is the privacy policy of the companies; and finally, the Sympathy factor is based on the variety of banks associated with the services and the means of reservation of the food in the delivery process.    3 A. GENERAL INTRODUCTION I. Reason for choosing the topic Life is getting more and more busy, the workload is gradually increasing, people have less time to making their own meals daily. Besides, crowded population, noise and air pollution in the city are making people less likely to go out for a meal at their favourite restaurants. Along with the rapid development of technology as well as the arrival of the above problem, food delivery services in Ho Chi Minh City have been appeared and gradually become more popular than ever. Food delivery services market has become a market with great potential and the race to gain the market share between different brands of food delivery services. Meals odered by food delivery services have quickly become the choice of many people, especially the Millennials (those were born in 1980-2000). Up to 80% of interviewees (Havas Riverorchid, 2017) said that they had used delivery food services mainly during lunch and dinner of the week. The main dish are the popular dishes such as fried chicken,  pizza, pasta, etc. and Vietnamese food. This survey also showed that food delivery services are often searched by Vietnamese people on the web and apps. It also can be a services at restaurants that they already known. The food delivery market in Vietnam at 2018 was valued at US $33 million and is expected to reach over US $38 million by 2020 (Euromonitor, 2018). Vietnam food delivery market has attracted many domestic and foreign organizations to invest in this field. Most of University students in Ho Chi Minh City come from various provinces so they usually rent hostels or dormitories, in which the ability to cook complex meals is limited but the students have a quite diverse demand for food. Besides, students who are young, easy to adapt trends and have certain knowledge about technology. Therefore, food delivery services have become popular among students as the choice for convenience, saving time. Understanding the growth in student demand for food delivery services in Ho Chi Minh City as well as the development food delivery services in the current time, our team decided to choose this topic: The influence of food delivery services quality on student buying behavior in Ho Chi Minh City. II. Research objectives Determine that the quality of food delivery services are affected by which factors through the process of qualitative data collection interviews. Research and measure the influence of factors that have been identified to the quality of food delivery services through the survey process of students of universities in Ho Chi Minh City. Comment on the quality of available food delivery services in Ho Chi Minh City, thereby pointing out the factors that need to be improved and suggesting some solutions. III. Research questions - Which quality factors of food delivery services will affect HCMC university students’ buying  behaviour? - How does those quality factors affect HCMC university students’ buying behaviour?  

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