Republic of the Philippines

SOUTHERN LEYTE STATE UNIVERSITY

Main Campus, Sogod, Southern Leyte
Website: www.slsuonline.edu.ph

THC 301: RESEARCH IN TOURISM

1st Semester AY 2021-2022

A. BASIC INFORMATION

I. Research Title
- Online Food Services and Delivery: Consumer Satisfaction
II. Proponent(s)
 Allaysa Q. Manalon
 Anmarie S. Lor
 Lendyl I. Liogan
 Mary Anntoneth Lapeceros
III. Implementing Agency(ies)
- Southern Leyte State University- Main Campus Sogod, Southern Leyte
IV. Collaborating Agencies
- None
V. Proposed Budget
- None
VI. Research Agenda

B. PPS PROPOSAL PROPER

I. Introduction (Rationale, background, and significance of the study)

At the beginning of the twenty-first century, young brains all over the world
were succeeding in the era of cutting-edge technology. Customers may buy food from
their favorite restaurants and have it delivered to their home using multiple payment
methods such as cash on delivery, debit, credit, or any other mobile wallet. A simplified
ordering system on a website or mobile phone that allows users to order food on an
online platform from a food service or a local restaurant organizes food online, similar
to online shopping. As a result, online food services are becoming a large sector.
 Online food delivery plays a significant role in customer experience and
satisfaction due to many factors such as the availability of food, customer ratings,
payment methods, and human interaction (Kwong & Shiun-Yi, 2017). Service providers
must concentrate on the quality of service and the primary purpose of food delivery
services in order to achieve maximum client satisfaction. Online food delivery focuses on
the repercussions and benefits of e-commerce. As more people turn to online meal
delivery to avoid crowded food purchases outside of malls, restaurants, or fast-food
outlets for fear of contracting the fatal COVID-19 virus, this focus is expected to increase.

A conceptual analysis for research proposals on online food shopping

(Shrivastava, 2020). Restaurants and related services were significantly impacted by the
outbreak of COVID-19, compelling the government to classify food and other related
services. As a result, hotels, restaurants, and food delivery services can immediately
begin operations because they are relied upon by at least 20% of the Indian population,
including students, paying guests, and young professionals. Using binary logistics
regression, customers’ responses to inline food delivery services during the COVID-19
outbreak (Keelery, 2020)

Most studies on online shopping focus on the implications and benefits of e-

commerce. This focus is expected to increase as more people are pushed toward
shopping online in a bid to avoid crowded shopping malls for fear of contracting the
dreaded COVID-19 virus. A gap in the literature, however, is that while the topic is rife
with studies detailing how online shopping works, there is limited research on shopping
for foods online, which is inherently very different from buying other kinds of
commodities via the World Wide Web. Nonetheless, food is one of the most common
products for mankind, and so it has a great impact on human online shopping life. A
critical analysis for an in-depth understanding of the special attributes that online food
shopping has can facilitate the construction of a precise (for stakeholders’ needs) and
high-quality (for stakeholders’ safety and satisfaction) online food shopping ecosystem.
This paper presents a conceptual analysis aimed at explicating the significant themes
within the current literature. The review will use critical propositions reflected in these
studies to propose future research directions. The academic review is significant to both
researchers and online food stores as people across the world are starting to embrace
online shopping more than ever before. ( Chio-Fang Liu & Chieb-Ho Lin, 2020)

According to Chio-Fang Liu & Chieb-Ho Lin 2020, the implications and benefits
of e-commerce are the focus of online purchasing research. This concentration is
predicted to grow as more individuals are driven to purchase online in order to avoid
the dreaded COVID-19 virus in crowded shopping malls. However, while there is much
of data on how online shopping works, there isn't much on how to shop for foods online,
which has its own set of features. Food, on the other hand, is one of the most prevalent
things in the world, and it has a significant impact on people's online buying habits. A
critical study to gain a thorough grasp of the unique characteristics of online food
buying can aid in the development of a precise (for stakeholders' needs) and high-
quality (for stakeholders' safety and satisfaction) online food shopping ecosystem. This
research gives a conceptual analysis with the goal of elucidating the major themes found
in the current literature.

E-commerce has emerged as a viable option for connecting agribusinesses and

consumers within the food marketing system. The purpose of this review is to assess the
current status and impact of e-commerce in the food marketing system. The review
comprises issues related to adoption and use of computers and the internet by
agribusinesses and the economic impact of e-commerce for these businesses. The
review also covers aspects related to the importance of consumers’ e-commerce food
purchases, the factors affecting their usage and some new developments in the use of e-
commerce to market food products using social media and mobile marketing. Regarding
the adoption and use of e-commerce by agribusinesses, we find heterogeneous rates of
adoption, use, and impact across sectors and countries. ( Carpio & Lange, 2015)

This study will be more beneficial to customers as it will help to understand the
customer's awareness regarding the service quality of online food shopping. Customers
only since non-customers need more personal engagement and there is also high
technical concern for using the services, this will help them to understand the impacts of
online food services and delivery on them and the acceptability of engaging food
ordering systems. And lastly, employees, this study will improve the employee’s
productivity and profitability with efficient food delivery and high-quality. The purpose
of this study is to asses the customer's satisfaction with online food delivery services
during COVID-19 and to know the feedback of the customers concerning online food
delivery services.

According to Cronin and Taylor (1992), customer happiness and behavioral

intent have long been recognized as essential parts of the online service industry.
Customer happiness is closely linked to perceived service quality, which increases the
likelihood of the customers' returning and recommending others.
II. Objectives
The study aims to:
1. To analyze the demographic profile of the respondents.
2. To assess and determine the factors that affects customer satisfaction towards online
food services and delivery.
3. To examine the level of customer satisfaction.

III. Statement of the Problem

The research would like to address the following questions:
1. What are the factors affecting customer satisfaction towards online food services and
delivery?
2. What are the level of customer satisfaction?

IV. Significance of the Study

The significance of the study will bring benefits to restaurants and snack bars by
acquiring and enhancing customer satisfaction with their products and services. This
study will help businesses like restaurants and snack bars determine what is working
well with their products, services, and internal processes and what they need to
improve or change completely to reduce unhappy customers and customer losses.

V. Theoretical/Conceptual Framework

Information Quality

System Quality
Dependent Variable
Product Quality
Customer Satisfaction
Delivery Service Quality

Service Quality

Safety and Security

Independent Variables
SCOPE AND LIMITATION OF THE STUDY

To fulfill the objectives of this research, the study was undertaken to analyze
customer satisfaction with online food delivery services. This study was basically
conducted to find out how consumers perceive online food delivery services. The
perception of consumers may vary under different circumstances. The researchers
conducted this study to assess and determine the factors that affects the customer’s
satisfaction towards online food delivery services based on the variables that affect
customer satisfaction, such as;

System Quality

 The reliability of the data they provide

 Efficiency of the software

 Functionality of the system

Information Quality

 The transaction of the order

 The accuracy of the order

 Keep the customer informed of the delayed orders.

Product Quality

 The safety and temperature of the food

 Receiving the same appearance as the food posted on the website

 The cost of the product fits consumer demand.

Delivery service

 Deliver the food within the promised time.

 The speed at which they operate

 The payment method for delivering the food

Safety and Security

 Food is safe and well packed.

 Tools and equipment used in the food making process undergo proper hygiene.

 Ingredients used are far from the expiration date.

Service Quality

 Give prompt service.

 Aim to resolve complaints quickly.

 Employees understand the needs of the customer.

From this study, we can have a better understanding of the "Online Food
Delivery Services Market." We will learn about the consumer’s perception regarding the
services they provide and the variables affecting their perception. Therefore, these
findings may help the service providers work on these variables to fill in the gaps in the
mindset of consumers.

The scope and limitations of this study will be in Hilongos, Leyte, and
participants will be given survey questionnaires to learn about their perspectives on
assessing and determining the factors affecting customer satisfaction in online food
delivery services via Google forms. Our survey questionnaires will be distributed to
approximately 255 respondents who are using and ordering online for food services and
delivery. The scope is further extended only to assessing and determining the factors
affecting customer satisfaction in online food services and delivery, as well as the level
of customer satisfaction.

VI. Methodology
Research Design
In gathering data and information needed for the study, the researchers will use
a descriptive study under a quantitative approach. This study will be utilized in a
descriptive study wherein the researchers aim to assess and determine the factors that
affect the customer’s satisfaction with online food services and delivery during COVID-
19 and to obtain feedback from the customers concerning online food services and
delivery through an online survey method. This research design is appropriate for the
study since it aims to determine the factors that influence food delivery service quality
prior to customer satisfaction.
Research Locale
The research will be conducted within the proper of Hilongos, Leyte. The
participants in this study will be the local residents who have experience of ordering
online and purchasing food services and delivery in any restaurants or snack bars
situated in the proper of Hilongos, Leyte.

Respondents
This study's target population included customers who were primarily Hilongos
Leyte proper residents, specifically those who had ordered online and purchased food
services and delivery. The chosen respondents are reliable enough to answer our given
survey questionnaire, allowing us to have credible results and the data needed. By using
the Slovin's formula, we were able to compute our sample size, which resulted in
approximately 255 respondents.

Sampling Technique
For identifying the target population, we will use non-probability convenience
sampling. The sample would be considered customers who have ordered food services
and delivery through online platforms in some restaurants situated in Hilongos, Leyte.
We will use convenience sampling since it involves using respondents who are
convenient for them. In acquiring these respondents, there are no requirements needed
as long as the respondents have experience ordering food services and delivery through
online platforms in any restaurants or snack bars within Hilongos, Leyte.

Instruments
To obtain the appropriate data needed, we will use an adopted self-made
questionnaire to assess and determine the factors affecting the customers satisfaction in
online food services and delivery, as well as to examine the level of customer
satisfaction. Our survey questionnaire is a modified adoption of the works of A.
Parasuraman, Valarie Zeithaml, and Leonard L. Berry that addresses the research topic
and research questions and the information needed. We also modified questions to
make minor changes because some of the questions were not related to the study. The
questionnaire consisted of one introduction section: a demographic profile (name,
gender, age). The second section included multi-item scales that measured (1) system
quality, (2) service quality, (3) product quality, (4) information quality, (5) delivery
service quality, (6) safety and security, for assessing the customers satisfaction. For the
Customer level of satisfaction, we applied (1) customer experience, (2) emotional
connection, (3) complaint handling, and (4) customer ethos. The target respondents
were asked to answer the survey questionnaire using a 5-point likert scale ranging from
1 (strongly disagree/very dissatisfied/very low) to 5 (strongly agree/very
satisfied/very high).

Data Gathering Procedure

We will be using an online survey tool via Google Forms to gather the data
needed for the study. Using social media platforms in sending our survey questionnaire
will not cause any harm to the participants, especially right now that we are in the midst
of an epidemic. Through this social media platform, it would be convenient for us and
our participants to answer the given survey questionnaire.  

Statistical Analysis
The data gathered through the research questionnaires will be subjected to
statistical analysis and interpretation. Thus, appropriate statistical tools will be used to
treat the data and determine its meaning for the purpose of the study. In order to obtain
an accurate result from our collected data, we will basically use descriptive statistical
tools like the bar graph to visualize the frequency of a respondent's responses in their
demographic profile. Another tool that will be used is the mean and standard deviation
to measure center tendency and variability in assessing and determining the factors
affecting customer satisfaction in online food services and delivery, as well as to
examine the level of customer satisfaction.

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