Philippine School of Business Administration

1029 Aurora Boulevard, Quezon City

Graduate School

Online Food Delivery Service Quality

Towards Customer Retention of the Selected
Rodic’s Diner

In Partial Fulfillment of the Requirements of

Marketing Research

Submitted by:
Alexson Limjoco
Christine Marzalado
Ian Joseph Marzalado
Margott Rentillo
2

Table Of Contents
Acknowledgement

CHAPTER I INTRODUCTION
Review of Related Literature
 Synthesis of the Study
Theoretical Framework
Conceptual Framework
Statement of the Problem
Significance of the Study
Scope and the Limitation
Definition of Terms
CHAPTER II METHOD
Research Design
Population and Sampling Technique
Research Instruments
Data Gathering Procedures
Validation and Reliability
Ethical Procedures
Statistical Treatment/Tools
CHAPTER III RESULTS
Presentation
Analysis/Evaluation
Interpretation
CHAPTER 1V DISCUSSION
Summary of Findings
Conclusion
Recommendation

Bibliography
Appendices
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CHAPTER I
INTRODUCTION
Rodic’s diner started on July 26, 1949 by owner Pacita Tecson. It was formerly called

Lola Adang, but later changed to its current name by combining the name of the co-founders'

two grandsons Rodolfo (Rody), and Ricardo (Dick). Using her sister’s recipe for making tapa, (a

name used for dried, or cured beef in the Philippines) each customer is welcomed with a plate

full of tapa combined with a cup of rice, and a fried egg on the side (tapsilog).

This specialty dish was made extra special with the manner in which it was prepared.

The signature dish resembles that of a corned beef, instead of the usual hard and dry slabs of

meat, making it accessible even to senior citizens to eat and enjoy making it an easy favorite
among the students of University of the Philippines in which the first store was built.

To date, Rodics has a total of eleven (11) branches. Six are in Quezon City, namely in

U.P. Village, U.P. Town Center, Maginhawa Street, Dahlia Street, Congressional Avenue and

Visayas Avenue. There are also two branches in Manila, namely One Archers Place in Taft

Avenue, and in Philippine General Hospital (PGH). One branch in Marikina city, and one

branch in San Mateo Rizal.

According to the article “History of Food Delivery and How It’s Changed”, food

delivery has a history that extends far further back than the smartphone era (Jackson E. 2021).

The Food delivery system started in 1889 with the Royals of Italy, when King Umberto and

Queen Margherita were first introduced to the “New York style pizza”. It was hand delivered by

the head chef of Pizzeria de Pietro e Basta Costì, Raffaele Esposito. It was then followed by

Dabbawalas of India in 1890, where they introduced a lunchbox system, hence the name

dabbawala or “one who carries the box”. Workers were offered food in the workplace in pre-

packed lunch boxes. This was a great substitute for workers needing to go home every lunch

hour to eat. Saving time, and energy for the workplace. 1922 was when the Chinese Takeout

system was introduced in the Western world when most houses have access to telephone lines.

The Chinese restaurants took advantage of new technology to allow their customers to order

their food in the convenience of their home. And 1950 was when it finally became a norm.

The food delivery system has evolved in time, especially now with the advent of

smartphones. Third party agents can accommodate food delivery without having a physical

connection with the restaurants, making access to different varieties of food available in one

easy order. Nowadays, it’s either a simple tap on the app, or a simple phone call, and the food

will arrive in your house or destination, still piping hot.

The development of internet technology, which makes e-commerce operations easier, has
changed how consumers and businesses behave. Customers may shop conveniently, compare

goods and prices, and arrange for immediate delivery of their purchases thanks to the availability

of e-commerce platforms. Many restaurants took advantage of the delivery app in lieu of their

own as it is more economical and accessible to its consumers. Online technology makes it

possible for customers to order food from restaurants through their websites or through online

food delivery services like Eat24, GrabFood, and GoFood, Food Panda, etc.

In the restaurant business, the accessibility of the industry to operate in a saturated

market is enabled by online delivery service technology to increase efficiency, strengthen

customer relationships, and expand their market (Ng, Wong, & Chong, 2017; Yeo). Recent

trends in internet buying suggest that purchasing food has risen to the top of the list and is

expanding quickly, 12 percent annually (Chang et al., 2014). This development is both a

difficulty and an opportunity for restaurants, since it fosters intense competition. Having

devoted clients is essential for online business enterprises in this difficult climate (Pee, Jiang, &

Klein, 2018). The research on loyalty drivers generally agrees that perceived value, the caliber

of the product or services, and customer pleasure are the foundations of loyalty (Wirtz &

Lovelock 2016).

In the Philippines, there are numerous food delivery services introduced to the public.

Third party delivery such as these players allows customers easy access to a large selection of

different Food and Beverage (F&B) companies within their location. According to the 2019

Annual Survey of Philippine Business Industry (ASPBI) conducted by the Philippine Statistics

Authority (PSA) that was released in February 2022, restaurants and mobile food service

activities shared the highest number of establishments with 25,424 or 74.2% of the total. It also

produced the highest number of employments with 398,524 workers or 65.2% of its industry

group. In terms of generated total revenue and incurred total expense, this industry also

accounted for P 643.79 billion (70.1%) and P 534.82 billion (71.1%), respectively.
 However, despite the fact that several studies on loyalty have been carried out in a

variety of businesses, experts (Abou-Shouk & Khalifa, 2017; Caruana & Ewing, 2010) believe

that there is still much to learn about how client loyalty develops. Additionally, the outcome

will be challenging to generalize findings from studies in one business to other industries

because of the following: differences; hence, academics advise looking at how loyalty

develops in other emerging industries sectors (Gursoy, Chen, & Chi, 2014). Despite the fact

that the online food delivery services sector is now, future prospects are bright and growing

(Kedah, Ismail, Haque, & Ahmed, 2015; Yeo et al.)

According to studies done in the restaurant industry (Kedah et al., 2015; Yeo et al.,

2017), the food and e-service quality have a big impact on the customer experience. Despite the

significance of these traits, there doesn't seem to be any work that addresses the concurrent

impact of those traits on client online loyalty, particularly in the online food delivery services

context. This study investigates how e-service quality is affected by this research gap as well as

how food quality has an impact on patronage of Online Food Delivery (OFD) services. This

study aims to assess the direct effects of food and e-service, quality on online loyalty and the

indirect effects of perceived value and customer happiness as mediators. In the Philippines, by

conducting such a study, restaurateurs will have a means of expanding their understanding of

client loyalty from the standpoint of the online food delivery services and developing more

effective market targeting tactics. According to a report from 2018 (Statista), online meal

delivery service users additionally have a few experimentally measured characteristics. Eighty-

six (86) percent of the time, consumers order delivery for their homes, and 74 weekends

account for % of all sales (Hirschberger et al. 2017).

Furthermore, in 2017, 43% of People who used internet food delivery services claim

that they took the place of in-person orders for a restaurant dinner. This number grew from

38% just the previous year, indicating that the introduction of online channels results in gradual
cannibalization (Morgan 2017 (Stanley).

In fact, according to Rakuten Insight, in the Philippines alone, 23% orders food from

delivery apps once or twice a week. The same survey revealed that Food Panda and Grab Food

were the most popular food delivery apps among Filipino customers (Statista Research

Department). Online food delivery providers frequently claim that they are generating more

revenue for restaurants. In fact, a survey of thousands of restaurant owners revealed that for 60%

of restaurant companies, delivery has increased revenue (Technomic 2018 Food Trends).

The profitability of restaurants is diminishing as online delivery rises, despite the

fact that online meal delivery services assert and do in fact generate additional sales for

eateries. On the websites of the individual companies, this background information was

discovered. This is mostly a result of the hefty prices that online food delivery services

impose, both to the restaurant and to the consumer as service and delivery fees. The majority

of online food delivery services bill the restaurant 20–30% of each purchase. Cutting off

restaurants' internet sales channels is not an option because online delivery frequently

accounts for a significant portion of their revenue.

However, there are other aspects that affect customers' pleasure with utilizing online

food delivery services apps than restaurant accessibility. Customer satisfaction will also be

influenced by additional elements including usability, navigational design, and performance

expectations. For instance, numerous research studies have examined the variables that affected

how customers initially adopted applications during the early usage of online food delivery

apps. Customers gradually become accustomed to the apps and adjust to them without running

into any technological problems. Since technological problems are becoming less frequent, it

will be pointless and insufficient to focus just on variables affecting technology acceptability.
The behavioral elements that affect user satisfaction and loyalty toward online food delivery

services apps have also been covered in a number of research Yeo et al. examined hedonic

motivation toward online food delivery price and time orientation, as well as convenience

motivation. Additionally, Prabowo & Nugroho discussed their earlier online shopping

experiences to identify the variables that affect their attitudes and behavior with regard to

online food delivery services. Additionally, Gunden et al. (2017), discussed the habit elements

that affect one's intention to utilize online food delivery services. Therefore, online food

delivery apps have been a hot topic in recent years. Online food delivery services have been

widely used mostly at this time during COVID-19 pandemic, in order to avoid contracting the

virus, buyers should hardly ever buy themselves. Several aspects (Perceived Ease of Use, Time

Saving Orientation, Convenience Motivation, and Privacy & Security) towards behavioral

intention of online delivery services apps were identified by Lau & Ng using the theory of

planned behavior. Additionally, Yeo et al. examined components (Hedonic Motivation, Prior

Online Purchase,

Time Saving Orientation, and Price Saving Orientation) impacting convenience Motivation

using theory of general behavior to assess effectiveness of online food delivery services with

customer retention of Rodic’s dinner in the Philippines.

This study uses an enhanced Theory of Planned Behavior (TPB) approach to identify

factors that affect customers' happiness and loyalty in online food delivery services. This study

is one of several looking at aspects like customer loyalty, satisfaction, and retention with online

delivery services. Finally, this study can be used and expanded to assess the elements

influencing patronage of online delivery services apps in order to decipher its effectiveness.

The purpose of this study is to examine the effects of online food delivery service quality

to customer retention. The researchers aim to understand how customers continue to choose an e-
service platform for delivery of products and how it leads to restaurant brand (Rodic’s Diner)

patronage. Determining specific reasons why customers avail online food delivery services in

purchasing products from Rodic’s Diner will aid restaurant owners and managers in integrating

improvements on their current business process. We also intend to distinguish indicators of

customer retention of Rodic’s Diner. Customer retention is a reliable measurement of

performance, competitive advantage and success of business according to Qadri et al (2014).

Identifying particular indicators of customer retention of Rodic’s Diner will help the management

develop strategies to maximize beneficial practices and modify detrimental procedures. Using

findings from previous research and published theories and models, we seek to establish the

reasons in choosing online food delivery service quality and how it translates to customer

retention of selected Rodic’s Diner. The result of this study will be beneficial to researchers,

educators, students, government agencies, businesses and individuals or groups who want to

investigate the relationship between online food delivery service quality and customer retention.

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Review of Related Literature

Customer Retention

Customer retention is key in keeping a business such as a food enterprise, thrive.

Customer retention is defined as the ability of a company or product to retain its customers over a

specified period. Having a solid base of customers to continue patronizing your product, while

actively promoting it to new customers is a solid path of success. According to the article

“Customers come back! Learn how to use customer retention to your advantage”, your best

customers don’t just buy one product or use your service once. They come back again and again

for more. The probability of selling to an existing customer is 40% more likely than converting to

a new customer (Patel, N 2018).

CRM (Customer Relationship Management) results in satisfied customers, which in turn

indirectly affects customer retention. The direct relationship is between customer satisfaction and

customer loyalty and customer profitability (Almohaimeed, B 2019). Although customer

satisfaction does not have a significant effect on customer retention, the indirect relationship that

occurs through customer trust shows that the trust in the credit process and the service provided

will prompt customers to use the company’s products or services (Simanjuntak, M. Et al. 2020) .

Organizations take three main considerations into account to guarantee their customer retention:

customer satisfaction, customer loyalty and customer profitability (Almohaimeed, B 2019).

Another factor that influences customer retention in addition to customer satisfaction and

customer trust is switching barriers. In the financial services industry, switching costs have been

identified as one of the most contributing factors in retaining customers (Colgate & Lang, 2001).

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Online Food Delivery

When the global pandemic struck, most were not able to go out. Because of this

unforeseen event, usual dining on site has greatly diminished. Many restaurants closed down with

the continued high rental costs and overhead. Because of this, many restaurants needed to get

creative to survive (Lichtenstein 2020).

As restaurants struggle to find ways to survive, online food delivery (OFD) services have

recently gained high demands by delivering food and drinks to customers’ doorstep (Idris et al.,

2021). In fact, according to the article “The hidden cost of Food Delivery, there was a 20%

increase in food delivery during the peak of the global pandemic crisis. (Lichtenstein 2020). A

restaurant will benefit from such a strategy since it will gain new customers and orders. The

cultivation of customers’ dietary habits by exposing them to the buying of food online is critical

to the sustainability of online food delivery. Consumers are being encouraged to forego cooking

at home or heading out to eat by online food delivery portals and suppliers offering lower-cost

meals or other amenities such as free delivery (Frederick, D.P. et al. 2021). With the change in
purchase style of consumers to food, several factors to determine satisfaction have been noted.

These are price, timely delivery, prior experience, convenience e-service quality, and food

quality (Frederick, D.P. et al. 2021) As the type of customers evolve, so does the food industry

and its players.

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Online Loyalty

Customer pleasure alone won't guarantee a business' longevity in a cutthroat and difficult

business environment like that of the restaurant industry. Boosting company success (Ha & Jang,

2010). Having devoted customers is essential for thriving in this cutthroat industry. A firmly held

commitment to repeatedly buy or patronize a favored good or service in the future is loyalty.

Situational factors and marketing initiatives (Oliver, 1999, p. 34). Brand loyalty, vendor loyalty,

service loyalty, and retail loyalty are all types of loyalty to a product or service. E-loyalty, often

known as online loyalty, broadens traditional loyalty by using online technology to mediate the

interaction between customers and the business. According to academics (Abou-Shouk &

Khalifa, 2017)

Online loyalty is frequently described (Pee et al., 2018) as a sign of a customer's devotion

to a website, showing a customer's willingness to return, conduct business, and promote the

website to others. This study focuses on meal delivery services offered online. The commitment

of the consumers to the online food delivery service that results in repurchases and customer-

positive behaviors toward the OFD service providers is therefore termed as online loyalty toward

OFDs. According to literature, devoted consumers boost a business' profits by their steadfast

devotion to it and help it cut expenditures associated with acquiring new customers (Reichheld,

Markey, & Hopton, 2000).

According to another research (Kim et al., 2009; Suhartanto, Chen, Mohi, & Sosianika,

2018), devoted clients are more likely to spend more money, pay more, recommend the business

to others, and lower operational costs than newly acquired clients’ costs. Thus, having online
loyal clients can speed up profit development even if creating online loyalty requires more

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investment than creating conventional loyalty (Kim et al., 2016). According to Fandos and

Flavián (2016), managers should establish consumer expectations and deliver a distinctive

product and service that surpass those expectations in order to turn a first-time client into a

devoted one. Due to the integration of online processing, food preparation, and rapid delivery

services, the demand for food acquired through OFD services is rising (Kedah et al., 2015; Yeo).

The demands that the goods and services are food are nicely made and go above and beyond

what the buyer expects. To gauge a customer's loyalty to a good or service, three methods are

utilized. First of all, loyalty is thought of as behavior. According to this behavioral perspective, a

devoted customer is one that routinely buys the goods or services within a predetermined time

frame (Suhartanto, Chen, et al., 2018). A devoted client in the OFD environment is one who

consistently purchases meals, either directly through the restaurant website or through restaurant

webpage intermediaries. Second, the idea of loyalty is that it is a sentimental manifestation of a

customer's desire to return and suggest products (Gursoy et al., 2014).

Considering the behavioral and attitudinal flaws, specialists (Gursoy et al., 2014) advise a

third strategy, a complementary loyalty is a behavioral and psychological mix. The combined

method contends that consumers' online behavior is a good indicator of how loyal they are to

OFD services purchasing, propensity to repurchase, and willingness to advocate for the OFD

company to others. This technique allows the researcher to comprehend not just the behavior of

present customers who are loyal but also potential future consumer loyalty patterns. In light of

this, this study examines OFD client loyalty as composite loyalty for services.

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E-Service Quality

According to Zeithaml and colleagues, "the extent to which a website supports efficient
and successful shopping, purchase, and delivery of items and services" is the definition of e-

service quality that is most frequently mentioned (2002, p. 363). According to Zeithaml and

colleagues' description, a customer's comprehensive evaluation of an electronic service's offers is

an assessment of the service's quality. When making purchases online, customers want websites

to provide exceptional service (Caruana and Ewing 2010). Therefore, it is essential for businesses

to sell their goods and services through high-quality websites. This is especially crucial in

internet businesses like OFD services, where businesses exclusively connect with their clients via

online platforms. Maintaining the website's quality, according to Jeon and Jeong (2017), is

essential to attracting and retaining customers.

As a result, maintaining a high-quality website is crucial for internet businesses to

succeed (Parasuraman, Pee et al., 2018; Zeithaml & Malhotra, 2005). An inventive and well-

designed website is equivalent to a great distribution channel in traditional commerce for internet

enterprises. Studies on the quality of e-services generally concentrate on two issues:

dimensionality and its causes and effects. The ES-QUAL is a scale used to assess the quality of

e-services and includes four dimensions: system availability, efficiency, privacy, and fulfillment.

It was developed in 2005 as a consequence of a significant study on the dimensionality of e-

service quality undertaken by Parasuraman and colleagues. In the wake of this, researchers

(Bressolles). Additional dimensionality models with a variety of dimensions are provided by

Durrieu, Senecal, Chang, Wang, and Yang (2009), and Mihajlovi (2017). Studies have gradually

taken into account the connection between e-service quality implications and between client

15

engagement with the website and their actions after that. Most earlier studies indicate clients’

satisfaction with the quality of the e-services determines customer e-loyalty (Chang, Kedah et al.,

2015; Mihajlovi, 2017; Pee et al., 2018; et al., 2014; Jeon & Jeong, 2017).
Food Quality

The ability of food to generally satisfy consumer needs is referred to as "food quality,"

and it is seen as a crucial component of the dining experience for customers (Ha & Jang, 2010;

Sulek & Hensley, 2014). Although previous research has emphasized the significance of food

quality, there is no agreement on the specific characteristics that make up food quality. Ha and

Jang (2010) analyze the impact of customers' meal experiences on their pleasure as well as their

desire to return to the restaurant using the food qualities of flavor, nutrition, and diversity. The

menu, presentation, size, and diversity are all used by Liu et al. (2017) as measures of the caliber

of restaurant fare.

According to Sulek and Hensley (2004), buyers often consider attraction, safety, and

nutritional aspects when assessing the quality of food. Other researchers (Namkung & Jang,

2007) suggest using the diversity of the menu, food presentation, healthiness, flavor, and

temperature to assess the quality of the cuisine. The quality of the cuisine is recognized as one of

the fundamental factors that influences patrons' experiences with the restaurant, along with

service quality (Ha & Jang, 2010; Liu et al., 2017; Namkung & Jang, 2007). Food quality has

been scientifically investigated in several restaurant studies due to its significant influence, along

with other characteristics.

16

According to Mattila (2001), a key factor influencing patron loyalty in casual eating

establishments is the caliber of the cuisine. Sulek and Hensley (2004) suggest that in comparison

to the atmosphere and service quality of restaurants. However, with the influx of new technology

serviced through OFD platforms, factors that determine quality changed. When dining out,

customers oftentimes do not possess tools or skills to measure actual food safety. Instead,

customers evaluate the cleanliness and food safety of the restaurant based on various aspects of

the restaurant, including restaurant hygiene and employees’ safety practices of wearing clean

uniforms and sanitary gloves while touching food (Liu & Lee, 2018).
 The quality of the cuisine has the most impact on patron satisfaction with the

establishment. One more research to investigate patron behavior in a restaurant setting (Namkung

& Jang, 2007), claims considerable impact of food quality on consumer satisfaction and purchase

and consumption intentions. I'd advise the eatery (indicators of customer loyalty). Despite being

essential, none of the studies in the framework of OFD have evaluated food quality as an aspect

for restaurants, the factor that influences consumer behavior after a purchase. In light of prior

research, it makes sense to assume that the consistency of the meal will affect customers' loyalty

to online food delivery services.

The Mediation role of a Perceived Value

The phrase "perceived value" refers to a comparative evaluation of the advantages and

disadvantages of the offered item or service. Equity theory, which asserts that there should be a

certain ratio between the provider's success and the viewpoint of the consumer (Garca-Fernández

et al., 2018). If customers believe that the trade-off between their sacrifices and experiences with

17

the goods or services is equal, they will feel treated properly (Chang et al., 2009). Customers

may quickly evaluate product features and costs in internet commerce, making perceived value

important.

According to Caruana and Ewing (2010), internet businesses may provide more

competitive rates since it is inexpensive to do searches there. The likelihood that customers will

compare costs and the advantages provided by the goods or services they purchase improves as a

result of this cost reduction. If clients believe they receive more value for their scarification in

both monetary and nonmonetary categories, the relationship between them and the online

merchant will be stronger (Anderson & Srinivasan, 2003). Additionally, research has shown a

clear correlation between perceived value and e-service quality (Caruana & Ewing, 2010; Jeon &

Jeong (2017); Chang et al. (2009). According to this debate, perceived value acts as a bridge
between online loyalty and the quality of e-services.

Synthesis of the Study

Theoretical Framework
Unified Theory of Acceptance and Use of Technology 2 (2022)

The purpose of this study is to determine how the effectiveness of online food delivery

services results in customer retention of selected Rodic’s Diner. The researchers adopted the

theoretical framework used by Andal et al, (2022) in their research relative to the impacts of food

delivery services on consumers of Lipa City, Batangas. The foundation of the framework was

based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) designed by

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Venkatesh et al (2012). The Unified Theory of Acceptance and Use of Technology 2 (UTAUT2)

is a combination of previous theories and models on technology acceptance and an improvement

to address limitations found on existing frameworks. Previous studies in online food delivery

services utilized the same framework and yielded significant results. Findings from the research

of Osei et al (2021) showed that the model was able to capture noteworthy data regarding factors

that influence customers to adopt and subsequently use online food delivery services. It is a

functional theory used to interpret technology acceptance from the customer’s point-of-view (Seo

et al, 2020). The variables Delivery, Price Value, Convenience, and Variety of Food Options

were consistently proven to be major factors of continuous intention on food delivery

applications using the The Unified Theory of Acceptance and Use of Technology 2 (Seo et al,

2020), (Lee et al, 2019,), (Laksono et al 2018). Given the following information, the researchers

decided to use the The Unified Theory of Acceptance and Use of Technology 2 with the

following variables namely: Delivery, Price Value, Convenience, and Variety of Food Options.

19
 Figure 1. Unified Theory of Acceptance and Use of Technology 2 (2022)

Reichhelds Theory of Loyalty (1996)

Reichhelds (1996) theory of Loyalty Effect argues that loyalty based management

is essential to create a profitable, and sustainable business. This requires loyal customers,

employees and investors. Emphasis is made to elevate customer satisfaction by training

employees to provide better service to customers, laying out add-on programs and keeping

existing customers happy with the service, thus ensuring loyalty in both customers and

employees. Identifying eight (8) elements of loyalty based management (page 303-04 ), the

researchers have determined to focus attention on specific tenets, Building a superior customer

value proposition, finding the right customers, earning customer loyalty, and gaining cost

advantage through superior productivity.

20

By providing products that would suit the needs of the target market, the company

guarantees their customers would appreciate the product the company provides. There are

already those patrons of the diner who have experienced it while in school, and still stand by

loving the brand because of the product offered. By sticking to a standard of service, by

guaranteeing the taste does not change from what people remembered how good it was, the
company guarantees that their intended investors, which are their customers, keep coming back

for more. Partnered with mobile device application for food delivery service, the company can

guarantee customers would have the luxury to choose where they would prefer to dine at. They

would have the luxury of dining at home, but still expect their food will come in hot,

presentable, and affordable. Users of mobile devices have the luxury of choosing a list of f&b

providers within their location, but by providing a standard of service, customers will continue

to come back and order more.

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Figure 2. Riechheld’s Loyalty effect

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Conceptual Framework
 Figure 3. Conceptual Framework

The figure illustrated above is the conceptual model of this research which presents the

Online Food Delivery Service Quality Towards Customer Retention of the Selected Rodic’s

Diner.

The input discusses the research and data gathering procedures and scope of the study in

which the customer’s demographic profile will be the determined target. Specific questions

include the age, gender, civil status, highest educational attainment and monthly income.

23

The respondents are online food delivery customers, it includes the discussion of research

instruments which primarily asks the perception of respondents to the online food delivery

service.

Questionnaires will be used as a tool for data gathering procedure, data analysis,

weighted mean, percentage and correlation coefficient as process. The data will be collected,

analyzed and interpreted. And finally will present the findings of research.

The expected output will detail the effectiveness of online food delivery systems in
customer retention. The conceptual framework will establish the association of various

motivations of purchasing of customers in relation to customer retention.

Statement of the Problem

The study aims to determine Online Food Delivery Service Quality Towards

Customer Retention of the Selected Rodic’s Selected Diner.

This will seek answers to the following questions:

1. What is the demographic profile of the respondents in terms of :

1.1. Age

1.2. Sex

1.3. Civil Status

1.4. Highest Educational Attainment

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1.5. Monthly Income

2. What is the level of assessment of the customer respondents on the effectiveness of

online food delivery service quality of Rodic’s Dinner in terms of?

2.1. Delivery

2.2. Price

2.3. Convenience

2.4. Variety of Food Options

3. What are the level of motivation of customer respondent on the loyalty to the online food

delivery service quality of the Selected Rodic’s Diner in terms of:

3.1. Build strong customer value proposition

 3.2. Earning customer loyalty

3.3. Cost advantage thru superior productivity

3.4. Finding right customers

4. Is there a significant relationship in the level of effectiveness of online food delivery

service quality when grouped according to demographics profile?

5. Is there a correlation between the level of effectiveness of online food delivery service

quality and customer retention of the Selected Rodic’s Diner?

6. Based on the result of the study, what are the other advanced recommendations?

Hypothesis of the Study

Ho: There is no significant relationship on the level of effectiveness of online food

delivery service quality when grouped according to demographics profile.

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Ho: There is no correlation between the level of effectiveness of online food delivery

service quality and customer retention of the Selected Rodic’s Diner.

Significance of the Study

The significance of this study is based on the presented results regarding the effectiveness

of Online food delivery service quality towards customer retention of the selected Rodic’s

Selected Diner.

This will benefit the following sectors:

Rodic’s Diner Owner

 This study about online delivery service towards customer retention helps the Rodic’s Diner

Owner measure not only how successful the Company is at acquiring new online customers but

also how successful it is at satisfying existing customers.

Food Industry

As regulated by the Government agency, the result of this study will inform them about

the most effective marketing strategy in terms of social media platforms that they can apply to

help the food industry in the country cope up with the current phenomenon.

Online Food Delivery Services or App

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This research will help online food delivery services/ App provide appropriate strategies

that they can utilize to boost their business operations

Customer

This will give the customer an idea how convenient and effective it is to use online food

delivery services nowadays that leads them to become repeat and retain customers.

Future Researchers

This research can serve as reference for future researchers in pursuing similar studies

related to the effectiveness of online delivery service towards customer retention.

Scope and Limitation

This study will focus on the effectiveness of online food delivery service quality towards
the customer retention of the selected rodic's diner particularly it will identify in terms of Product

Quality, delivery, Customer Feedback and Evaluation, Price, Owner-client relationship. Also, to

determine the related actions to be implemented by the management to address customer

retention in terms of building a strong customer value proposition, earning customer loyalty, Cost

advantage thru superior productivity, finding right customers, and at the same time to decipher

the significant relationships of the demographic profile of the respondents.

27

Since this study will be conducted during a summer class, the research may not cover the

overall views of all the data to be collected. The respondents of this study are the 100 customers

of online food delivery services. Since this study is conducted during a summer class, it may not

cover the overall views of all the data.

Definition of Terms
The key terms used in this study are conceptually and operationally defined:

Build Strong Customer Value Proposition

Designing an ideal summarized statement of the benefits that customers receive when

they avail online food delivery services.

Convenience

Refers to the ease and comfort experienced by customers in availing online food delivery

services.

Convenience Motivation

This is a degree in which an individual is willing to undergo a process which makes them
free from any difficulties just by using the system or technology.

Cost of Advantage thru Superior Productivity

28

Is a plan of action to acquire unfair advantage against competition by producing more in a

short time span.

Customer Retention

Is the ability of the Company to retain its customer thru online food delivery service.

Delivery

The process and manner of transferring products purchased online from the restaurant to

the location selected by the customer.

Earning Customer Loyalty

The action plan performed by the restaurant to achieve a continuous flow of repeat

customers.

Finding Right Customers

A method of discovering customers who are likely to use the service of the online food

delivery service and purchase from the restaurant over time.

Food Industry

An industry that provides food services to the customers.

Hedonic Motivation
 29

Is the degree in which an individual perceives happiness using technology regardless of

the result.

Online Food Delivery Services

Is a web-based application that lets restaurants accept orders online. It is also a

convenient way to get the food delivered straight to the customer’s door.

Perceived Value

Refers to the price the customer is willing to pay to a particular product or service based

on their own perception about the product.

Place

It is the location of the establishment where product is accessible and available to the

market. The place element refers to how you get your product to your customers at the right time,

at the right place, and in the right quantity. It includes distribution channels, location, logistics,

service levels and market coverage.

Price

The total amount of money required to avail an online food delivery service. It includes

the price of the product set by the restaurant and the delivery fee charged by the online food

delivery service provider.

30

Retail Service Quality Scale

Is used to study the quality of service that particular industry is offering as well as its
impact on consumption behavior.

Variety of food options

Availability of different types of food products wherein customers can choose when they

use the online food delivery services of a restaurant.

31

Chapter II
Method

This chapter presents the methods and processes of collecting the relevant information

needed for the study. It will discuss the research design, sample technique in selecting the

population, research locale, research instrument to be utilized, data gathering procedures,

validation and reliability, ethical procedure, and the statistical tools to be applied to solve the

problems.

Research Design

The descriptive research design will be used to obtain and to systematically describe

relevant information that will be gathered with varying subjects. Descriptive research will enable

the researchers to develop an in-depth understanding of the topics thus, can have full control over

the variables. Likewise, the researchers will also utilize a quantitative research method in order to

collect and analyze numerical data. It will help the researchers to determine more accurate

patterns and averages, predict, test causal relationships, and generate results to a wider

population. (Churchill & Iacobucci, 2015).

32
Population and Sampling Technique
The study will be conducted among the one hundred customers of the selected Rodic's

Diners located in Quezon City. Population is the group of people who will participate in the

investigation. This study will use a quota sampling in selecting customers in participants for the

web-based survey questionnaire among selected Rodic’s Diner. In this type of sampling method,

researchers aim to represent the major characteristics of the population by sampling a

proportional amount of each (Sarstedt and Mooi, 2019)

Sampling is the process by which data are selected from a larger set of data whose

characteristics are intended to be estimated (McClave and Sincich, 2018). S.C. and Indra Gupta

(2017) states that the main objectives of the sampling theory is to obtain optimum results and the

best possible estimates of the population parameters.

33

Research Instruments

Questionnaire surveys are the most widely used data collection method in the social

sciences. In quantitative surveys, the same questions are presented to a relatively large sample of

persons (the respondents), usually with fixed response alternatives to choose from. The

respondents read the questions and provide the responses themselves on a questionnaire form sent

by post or via the internet (Hellevik, 2019). Survey questionnaires use closed-ended questions

which aim to reveal opinions, experiences, or narratives that help identify initial issues to then

explore further in the research. Since face-to-face interaction is strictly prohibited due to

pandemic, the researchers will be using survey questionnaires transformed into google survey

forms. The duly validated survey questionnaire will be distributed to the respondents to the

respondents through Emails and Messenger applications with the use of Google Forms platform.
It will be divided into three parts; the first part includes the demographic information of the

respondents such as age, sex, civil status, highest educational attainment and Average Monthly

Income. The second and third part includes the assessments of the respondents on the impact of

online food delivery service quality on the customer retention.

As part of the survey questionnaire, the researchers will also utilize the five-point likert

scale to collect and scale respondent’s opinions, attitudes and knowledge which are vital to the

study.

34

Table 1

Five Point Likert Scale

Scale Range Verbal Interpretation

5 4.21 – 5.00 Highly Effective / Highly Motivating 4 3.41 – 4.20 Effective /

Motivating
3 2.61 – 3.40 Moderately Effective/Moderately Motivating 2 1.81 – 2.60 Not Effective / Not
Motivating 1 1.00 – 1.80 Highly Not Effective/Highly Not Motivating

Data Gathering Procedure

The study will use survey questionnaires through Google Forms to collect data from

customers of selected Rodic’s Diner. The researchers opted to use a web-based survey

questionnaire because of its free availability, time efficiency and ability to reach a large

population (Haju and Harinaranaya, 2016).

The data gathering procedure will be divided into five stages. The first is the formulation

of a web-based survey questionnaire in accordance with the statement of the problem of the

study. Then, the researchers will test the validity and reliability of their web-based survey

questionnaire. After successfully verifying the validity and reliability of the research instrument
comes the third stage wherein a written consent will be sent through the email or social media

account of the participants of the study. It will explain the contents of the study, what information

is expected from the participants and that their participation is completely voluntary. On the

fourth stage, the survey questionnaires through Google Forms will be distributed to the

participants who will agree to take part in the survey. The same manner of distributing the written

consent will be utilized for the survey web-based questionnaire. Finally, the results of the

35

web-based survey questionnaire will be collected upon completion of the participants. It will be

presented and analyzed using various graphs and statistical tools respectively.

Validity And Reliability

The questioner will undergo a series of validation before it is going to be distributed to

respondents. Validity and reliability increase transparency, and decrease opportunities to insert

researcher bias in qualitative research (Singh, 2014). The validity and reliability of the scale used

in the study is an important factor. For this reason, it is helpful for researchers to understand how

to accurately measure the reliability and validity of scales. The main purpose of this study is to

provide information on how researchers test the validity and reliability of scales. (Surucu 2020)

Ethical Procedures
Prior to the distribution of the duly validated survey questionnaires, the researchers will

send online written consent to the participants through their email or social media account. The

researchers will ensure that participation in the study is completely voluntary and all data that

will be collected will be taken care of with utmost confidentiality. The researchers will explain to

the respondents the purpose and scope of the study. This study will strictly adhere to The Data
Privacy Act of 2012 in its method of gathering and analyzing data from the customers of the

selected Rodic’s Diner. Only participants who signify their consent to be part of the study will be

36

given the web-based survey questionnaire. Moreover, participants have rights to withdraw from

the study at any stage if they wish to do so.

The researchers will treat each participant with the highest respect and importance.

Hence, the use of offensive, discriminatory, or other unacceptable language will not be included

in the online survey questionnaire. In addition, research questions will be explicitly objective to

make sure that only factual information regarding the study will be collected and analyzed.

The participants will be provided ample time to answer the web-based survey

questionnaire. Specifying their name in the Google Forms will be optional to ensure anonymity.

Participants are encouraged to answer the survey questionnaire truthfully and solely based on the

information that they are willing to disclose. Finally, upon the completion of all the respondents

in answering the web-based survey question, researchers will tabulate and analyze the data

collected using impartial statistical tools.

37

Statistical Treatment / Tools

In presenting, interpreting, and analyzing the data gathered, different statistical tools will

be used. The data source would be primary driven, as the source would be based on the

experience and response of respondents. Secondary data, such as those gathered from experts

would be of great help but will not in any chance affect the result of the research.

The data received will be classified as both qualitative and quantitative. Qualitative

because some categories of research are based on the manner respondents respond to the
question. Qualitative because there are questions in the survey that are measurable, thus the

result can easily be measured and quantified.

This research will involve both nominal scale in measurement, and ordinal. As there are

questions in the survey that relate to each type of measurement.

The statistical tests to be used will most likely be a multivariate analysis, as this can be

illustrated in a conceptual model. As this research has not been concluded, much of the statistical

tests and analysis is a proposal, and as such, this research may utilize additional tools for

assessment and may undergo the survey and tests in succeeding tests. Thus, this may not show

empirical conclusion as of yet.

1. Percentage and Frequency Distribution

Frequency Distribution refers to the presentation containing non-overlapping categories

or classes of a variable and the frequencies or counts of the observations falling into the category

or classes. On the other hand, Percentage or Relative Distribution pertains to the frequency of the

38

class as a fraction of the total (Albert et al, 2016). The formula for the percentage distribution is

as follows:

Where:
P = percentage

f = number of responses

n = total number of responses

100% = constant value

The researchers will use this tool for answering the Statement of the Problem #1 in

which we have to determine the socio-demographic profile of our respondents.

 2. Weighted Mean

Weighted mean is a measurement of central tendency calculated by multiplying each data

value by a weight and dividing their sum by the sum of the weights. The formula for a weighted

mean is:

39 Where:

WM = weighted mean

∑ = summation

f = number of responses

x = weight for each category

n = total number of responses

According to Peter and Andrew Bruce (2017), there are two motivations for utilizing

weighted mean. First is the assumption that some values are intrinsically more variable than

others, and highly variable observations are given a lower weight. The second one is that data

collected does not equally represent the different groups that we are interested in measuring.

Basically, the goal of using a weighted mean is to give more value to variables with higher

frequency.

Researchers will use the weighted mean to answer the Statement of the Problem #2 and

identify the level of effectiveness of online food delivery service of customer respondents of

selected Rodic’s Diner in terms of the following: Delivery, Price, Convenience and Variety of

Food Options.

Likewise, it will also be employed to define Statement of the Problem #3 and

distinguish the level of motivation of customer respondents on the loyalty to the online food
 40

delivery service quality of the Selected Rodic’s Diner in terms of: Build strong customer value

proposition, earning customer loyalty, Cost advantage thru superior productivity and, Finding

right customers.

This statistic stool will also be utilized to answer the Statement of the Problem #4 in

order to establish if there is a significant relationship in the level of effectiveness of online food

delivery service quality when grouped according to demographics profile.

3. Pearson’s Correlation Coefficient ( r )

Pearson Correlation Coefficient ( r ) pertains to a number between -1.00 and +1.00 that

describes the linear relationship between parts of quantitative variables (Robert and John Witte,

2017). In the book of Sarstedt and Mooi, (2019) they posit that it is suitable for calculating

correlations between two variables that are both interval or ratio-scaled. Pearson Correlation

Coefficient is calculated as follows:

n = the number of pairs of scores

41

Σxy = the sum of the products of paired scores

Σx = the sum of x scores

Σy = the sum of y scores

Σx2 = the sum of squared x scores

Σy2 = the sum of squared y scores

The researchers will use the Pearson Correlation Coefficient ( r ) answer the Statement of

the Problem # 5 and to examine the correlation between the level of effectiveness of online food

delivery service quality and customer retention of the Selected Rodic’s Diner. The decision of the

researchers to adopt the Pearson Correlation Coefficient ( r ) as the statistical tool for this study is

supported by the nature of observed variables and the success of previous researches done by

Shao and Huang, (2021), Mahfuz, (2019) and Yusra and Agus, (2019).

4. t - test

T-test refers to a parametric test used in a population mean whose sample size is less than

30 (n < 30). It is also used when testing the difference between the population proportion whose

samples are small and independent. (Belen-Garcia, 2021). This statistical test will be used by the

researchers to support the computed correlation coefficient and to determine whether to accept or

reject the null hypothesis. Like the Pearson Correlation Coefficient, the t test will be utilized to

answer the Statement of the Problems #5. The formula for t-test is stated below:

42

43

Chapter III
 Results

The purpose of this study is to present results of the data gathered by using online survey

questionnaires in Google Form. The data were analyzed and interpreted to provide a specific

answer to the statement of the problem.

Part I. The Demographic profile of respondents

Table 2
Demographic profile in terms of Age

Profile Frequency Percentage 18-22 14 14%

23-27 21 21%
28-32 17 17%
33-37 24 24%
38-42 12 12%
43-47 7 7%
48 and above 5 5% Total 100 100%

Table 2.1 presents the demographic profile of the respondents in terms of age. The majority of

respondents are between 33-37, with participants generating a percentage of 24%. Followed by

the ages of 23-27 with 21 participants or 21% of total respondents. For age bracket

44

28-32 with 17 respondents or 17% whereas ages of 18-22 has 14 participants with 14%. Age

bracket of 38-42 has 12% respondents or 12% of the total participants. While for ages 43-47 has

7 participants or 7% of the total respondents. The least number of respondent’s age are between

48 and above, only 5 participants generating 5% out of 100 participants.

Table 3
 Demographic profile in terms of Sex

Profile Frequency Percentage Sex

Male 46 46% Female 54 54% Total 100 100%

In terms of Sex, the majority of respondents ordering to Rodic’s Diner their using online

delivery system are female, with 54 participants generating a percentage of 54% from the total

100 respondents. Male respondents 46 participated or 46% of the total population.

Table 4
Demographic profile in terms of Civil Status

Profile Frequency Percentage Civil Status

Single 63 63% Married 29 29% Separated 6 6%
45

Widowed 2 2% Total 100 100%

According to civil status single respondents garnered the highest number of respondents

totaling 63 respondents or 63% of the population. Followed by married, with 29 respondents

or 29% of the total participants. For separated 6 participants of 6% of the total respondents

and the lowest participants are widowed with 2 respondents generating 2% of the total

population of 100 respondents.

Table 5
Demographic profile in terms of Educational Attainment

Profile Frequency Percentage

Highest Educational
Attainment
High School Graduate 3 3% College Level 20 20% College Graduate 69 69%
Vocational 1 1% PostGraduate 7 7% Total 100 100%
 Based on the educational attainment, most of the respondents are in the range of college

graduate level with 69 participating generating 69% of total respondents. Followed by college

level, with 20 or 20% of the total population. Post graduate respondents had 7 participants or

7%.

46

While high school graduates have 3 respondents or 3%. Finally, vocational has the least

participants with only 1 respondent with 1% out of 100 total respondents

Table 6
Demographic profile in terms of Monthly Income

Profile Frequency Percentage Monthly Income

10,000 and below 16 16.3% 10,001 - 20,000 14 14.3% 20,001 - 30,000 11
11.2% 30,001 - 40,000 25 25.5% 40,001 - 50,000 10 10.2%
50,001 and above 22 22.4% No Answer 2 0.1% Total 100 100%

In terms of monthly income, 25 of the respondents earn a monthly salary of 30,001-

40,000 or 25% of the total participants, while 50,000 and above with 22 respondents or 22.4%.

Followed by respondents with monthly income of 10,000 and below with 16.3% of the total

respondents . There are 14.3% participants with monthly income of 10,001-20,000. For monthly

income of 20,001-30,000 has 11 participants or 11.2% of the total respondents. 10 out of 100

respondents or 10.2% receive a monthly income of 40,001-50,000. Finally, with only 2 or 0.1%

participants with no answer.

47

In summary, data shows that the most customers ordering through the online delivery

service of Rodic’s Diner are college graduates, middle aged, females, single with a monthly

income of 30,001-40,000.
 Part II. Assessment of the Level of Effectiveness of Online Food Delivery Service
Quality of Rodic’s Diner

Table 7
Level of ef ectiveness in terms of Delivery

Delivery Weighted Mean Interpretation

the estimated time of arrival. 4.47 Highly Effective The food is always delivered
within

complete. 4.55 Highly Effective The food is well-packed and

I receive the food on time even during peak I can instantly book a rider when I want to
hours (breakfast time, lunch time and purchase food.
dinner time).
4.46 Highly Effective 4.51 Highly Effective 4.49
The food is always warm and fresh when it
reaches my delivery location.
Highly Effective

Grand Mean 4.50Highly Effective

Table 7 reflects the level of effectiveness of online food delivery systems in matters of

delivery. Having food arrive in a well-packed, complete, and attractive container and

receiving

48

the food warm and fresh yields the highest weighted mean from customer’s response. Garnering

a weighted mean score of 44.55 and 4.51 with a verbal interpretation highly effective

respectively. Followed by “I can instantly book an order when I want to purchase food” with a

weighted mean of 4.49 verbally interpreted highly effectively. For statement “The food is always

delivered within the estimated time of arrival” has a weighted mean of 4.47 with a verbal

interpretation of highly effective. The least “I can receive the food on time during peak hour”

with weighted mean of 4.46 and a verbal interpretation of highly effective. Generally, the

assessment of all respondents who participated is highly effective as shown by the computed
4.50

Table 8
Level of ef ectiveness in terms of Price

Price Weighted Mean Interpretation

The prices of food products is

affordable and reasonable 4.52 Highly Effective The delivery fee is inexpensive. 4.43
Highly Effective The price of food is budget-friendly. 4.45 Highly Effective The price is
cheaper compared to the
expenses when I go to their physical store. 4.42 Highly Effective

It can help me in saving more money. 4.41 Highly Effective Grand Mean 4.45Highly
Effective
49

The above table presents the effectiveness of online delivery systems in pricing. Having

affordable and reasonable food options yields the highest weighted mean score of 4.52 with a

verbal interpretation of highly effective among the respondents. Followed by the statement “The

price of food is budget-friendly” with a weighted mean of 4.45 verbally interpreted as highly

effective. For the statement “The delivery fee is inexpensive” obtained a weighted mean of 4.43

with a verbal interpretation of highly effective. Statement “The price is cheaper compared to the

expenses when I go to the physical store” has a 4.42 with a verbal interpretation of highly

effective. Finally, the statement “It can help me in saving more money” has the lowest weighted

mean of 4.41 and a verbal interpretation of highly effective. In summary, all the participants

assessed that online food delivery in terms of price is highly effective as evidenced by the

computed mean of 4.45

 Table 9
Level of ef ectiveness in terms of Convenience

Convenience Weighted Mean Interpretation It is hassle-free and easy-to-

use.. 4.57 Highly Effective

It is easier to use compared to

actually visiting the store.4.56 Highly Effective It allows me to enjoy my favorite
meals without the worry of transmitting I use it when I want to enjoy my favorite
or catching disease. food at the comfort of my own home.
4.61 Highly Effective 4.66 Highly Effective

I can save plenty of my time. 4.63 Strongly Agree

50

Grand Mean 4.61Highly Effective

Table 9 presents the level of effectiveness of the online delivery service in matters of

convenience. Customers prefer to utilize the online delivery system when they want to enjoy

their favorite food at the comfort of their own home yields the highest weighted mean, with 4.66

with a verbal interpretation of highly effective. Followed by the statement “I can save plenty of

time” with a weighted mean of 4.63 and a verbal interpretation of highly effective. The statement

“It allows me to enjoy my favorite meals without the worry of transmitting or catching disease”

has a weighted mean of 4.61 verbally interpreted as highly effective. Statement “It is hassle-free

and easy-to-use” obtained a weighted mean of 4.57 with a verbal interpretation of highly

effective. Lastly, the statement “It is easier to use compared to actually visiting the store”

generated the least response with a weighted mean of 4.56 and a verbal interpretation of highly

effective. It entails that all respondents considered convenience for food delivery service is

highly effective as shown by the result of the grand mean of 4.61

Table 10
Level of effectiveness in terms of Variety of Food Options
 Variety of Food Options Weighted Mean Interpretation It offers a wide variety
of food

products. 4.46 Highly Effective The menu is the same as what they

offer in their physical store.4.51 Highly Effective

The menu offers meals for breakfast,
lunch and dinner.4.55 Highly Effective
51

The menu offers decent options for

beverages. 4.48 Highly Effective
The menu has a variety of Filipino
local dishes. 4.57 Highly Effective Grand Mean 4.51Highly Effective

Table 10 reflects the level of effectiveness of the online delivery system in terms of a variety of

options. With food options, respondents prefer to have a menu with a variety of Filipino dishes among

others, yielding a weighted mean of 4.57 with a verbal interpretation of highly effective. Followed by the

statement “The menu offers meals for breakfast, lunch, and dinner” with a weighted mean of 4.55

verbally interpreted as highly effective. Next is the statement “the menu is the same as what they offer in

their physical store” has a weighted mean of 4.51 with a verbal interpretation of highly effective. While

the statement “The menu offers decent options for beverages” weighted a mean of 4.48 with a verbal

interpretation of highly effective. Finally, the statement “It offers a wide variety of food products” has the

lowest weighted mean of 4.46, verbally interpreted as highly effective. It implies that the assessment of all

respondents in terms of variety of food options is highly effective as proven by computed grand mean of

4.51

Part III. Level of motivation on the loyalty of customer respondents to the online
food delivery service quality of Rodic's Diner.

The following table shows the response of customer respondents on online food delivery
service quality and how it motivates customers to remain loyal to the brand.

52

Table 11
Level of Motivation in terms of Building Strong Customer Value Propositions
Building Strong Customer Value Proposition uniqueness of their products compared to their
Weighted Mean competitors.
Verbal Interpretation
I choose their service because they provide up-to-
I use their service because the image and date information about the status of my delivery.
information for each product is clearly specified. 4.54 Highly Motivating 4.48 Highly Motivating 4.49

I am persuaded to utilize their service because the

application represents innovation in food delivery.
Highly Motivating 4.54 Highly Motivating
I usually prefer to avail their service because it
demonstrates improvement from the typical food
delivery experience.
I use their service because I can recognize the
4.57 Highly Motivating

Grand Mean 4.52Highly Effective

Table 11 presents the level of motivation on the loyalty of the respondents to the online food

delivery service in terms of building a strong customer value proposition with the statement “I

choose their service because they provide up-to-date information about the status of my

delivery.” with a weighted mean of 4.57 verbally interpreted as highly motivating followed by

statement “I use their service because I can recognize the uniqueness of their products compared

53

to their competitors” with a weighted mean of 4.54 verbally interpreted as highly motivating. For

the statement “I usually prefer to avail their service because it demonstrates improvement from

the typical food delivery experience” garnered a weighted mean of 4.49 verbally interpreted as
highly motivating, and the least is the statement “I am persuaded to utilize their service because

the application represents innovation in food delivery” with a weighted mean of 4.48 verbally

interpreted as highly motivating. It indicated that all respondents are highly motivated in terms of

loyalty as shown by the computed grand mean of 4.52.

Table 12
Level of Motivation on Loyalty to online delivery service of Rodic’s Diner in terms of
Earning customer Loyalty
Earning Customer Loyalty Weighted Mean avail the products they will offer in the future.
Verbal Interpretation
When I am at home and I crave for Tapsilog, I
I intend to repurchase products to them using their prefer to avail their service.
online delivery. 4.54 Highly Motivating 4.58 Highly Motivating

Instead of availing the dine-in services, I will

recommend to my friends/family/officemates to use
their online delivery. 4.57 Highly Motivating 4.56 Highly Motivating

I elect to use their service because it encourages

customer feedback.
4.57 Highly Motivating
I am open to using their delivery service when I
54

Grand Mean 4.56Highly Effective

Table 12 reflects the value of customer loyalty with earning new customers as well as

keeping repeat customers. The statement “Instead of availing the dine-in services, I will

recommend to my friends/family/officemates to use their online delivery” yields the highest

weighted mean of 4.58 with a verbal interpretation of highly motivating. Followed by statements

“When I am at home and I crave for Tapsilog, I prefer to avail their service” and “I elect to use

their service because it encourages customer feedback” with a weighted mean of 4.57 verbally

interpreted as highly motivating. The statement “I am open to using their delivery service when I

avail the products they will offer in the future” generated a weighted mean of 4.56 verbally
interpreted highly motivating and the least statement “I intend to repurchase products to them

using their online delivery” generated a weighted mean of 4.54 with a verbal interpretation of

highly motivating. Among respondent customers. This indicates customers would recommend

service to others once they are loyal to the brand with a grand mean of 4.56.

Table 13

Level of motivation of customer respondent on the loyalty to the online food delivery service quality in
terms of Cost Advantage thru Superior Productivity
Cost Advantage thru Superior Productivity 4.54 Highly Motivating
Weighted Mean
Verbal Interpretation
I avail their service because of its proven efficiency
and accuracy in online delivery service.
I prefer their service because its quality has
improved since their adoption to GrabFood. I expect to experience the same quality of service at
4.46 Highly Motivating any time of the day.
55

I purchase food from them because the food I want

is regularly available on the menu
I choose their service because I can purchase
4.56 Highly Motivating
bulk orders and receive them on-time.

4.47 Highly Motivating 4.53 Highly Motivating

Grand Mean 4.51Highly Effective

Table 13 shows the customer respondents greatly value the efficiency and accuracy of

orders in matters of cost advantage thru superior productivity with statement “I avail their service

because of its proven efficiency and accuracy in online delivery service” yielding the highest

weighted mean of 4.56 verbally interpreted highly motivating. The statement “I choose their

service because I can purchase bulk orders and receive them on-time generated a weighted mean

of 4.54 verbally interpreted highly motivating, followed by the statement “I purchase food from

them because the food I want is regularly available on the menu” generated a weighted mean of
4.53 with a verbal interpretation of highly motivating. The least statement “I prefer their service

because its quality has improved since their adoption to GrabFood” gained a weighted mean

score of 4.46, verbally interpreted as highly motivating. Overall, the above responses signify that

quality is imperative with customer motivation with a grand mean of 4.51.

56

Table 14

Level of motivation of customer respondent on the loyalty to the online food delivery service quality
(Finding Right Customers)
Finding Right Customers Weighted Mean I buy food because their delivery service
Verbal Interpretation corresponds to my necessity.

I will continue to avail their services for a longer I prefer purchasing their food because it matches my
period of time. food safety requirement.
4.56 Highly Motivating 4.56 Highly Motivating
I will continue to recommend to
friends/family/officemates their services for a longer
period of time.
4.51 Highly Motivating 4.56 Highly Motivating 4.53
I order because their menu aligns with my food
needs.
Highly Motivating

Grand Mean 4.54Highly Effective

Table 14 shows the level of motivation of customers on remaining loyal to the online

delivery system. The statements “I will continue to avail their services for a longer period of

time”, “I will continue to recommend to friends/family/officemates their services for a longer

period of time”, and “I buy food because their delivery service corresponds to my necessity”

equally generated a weighted mean of 4.56, verbally interpreted highly motivating, followed by

statement “I prefer purchasing their food because it matches my food safety requirement”

yielding a weighted mean of 4.53 verbally interpreted highly motivating. The least statement “I

57
order because their menu aligns with my food needs” garnered a weighted mean of 4.51, verbally

interpreted as highly motivating. Customers purchase food because it corresponds with their

necessity, and once met, will stay loyal to the brand indicated by a grand mean of 4.54.

Part IV. Level of Effectiveness of Online Food Delivery Service Quality Grouped

According to Demographic Profile

Table 15

Level of Ef ectiveness of Online Food Service Delivery Quality Grouped According to Age
Online Age 18-22 23-27 28-32 33-37 38-42 43-47 48 and
Food above
Delivery
Service
Quality

Delivery Grand Mean 4.34 4.59 4.41 4.55 4.43 4.29 5.00

Verbal Highly Highly Highly Highly

Interpretation Effective Highly Highly Effective
Effective Highly
Effective Effective
Effective
Effective

Price Grand Mean 4.36 4.59 4.35 4.35 4.48 4.29 5.00

Verbal Highly Highly Highly Highly

Interpretation Effective Highly Highly Effective
Effective Highly
Effective Effective
Effective
Effective

Convenience Grand Mean 4.51 4.63 4.47 4.74 4.55 4.40 5.00

Verbal Highly Highly Highly Highly

Interpretation Effective Highly Highly Effective
Effective Highly
Effective Effective
Effective
Effective

Variety of Grand Mean 4.40 4.59 4.49 4.53 4.53 4.40 4.60
Food Option
Verbal Highly Highly Highly Highly
Interpretation Effective Highly Highly Effective
Effective Highly
Effective Effective
Effective
Effective

Table 15 represents the perception of respondents towards the level of effectiveness of

online food delivery service quality when grouped according to age.

58

In terms of delivery, ages 48 and above earned the highest grand mean of 5, verbally

interpreted as highly effective. Followed by ages 23-27 with a grand mean of 4.59, verbally

interpreted as highly effective. Ages 33-37 recorded a grand mean of 4.55, verbally interpreted as

highly effective. Ages 38-42 registered a grand mean of 4.43, verbally interpreted as highly

effective. Ages 28-32 obtained a grand mean of 4.41, verbally interpreted as highly effective.

Ages 18-22 yielded a grand mean of 4.34 , verbally interpreted as highly effective. Finally, ages

43-47 garnered the lowest grand mean of 4.29, verbally interpreted as highly effective.

In connection to price, ages 48 and above registered the highest grand mean of 5, verbally

interpreted as highly effective. Subsequently, ages 23-27 tallied a grand mean of 4.59, verbally

interpreted as highly effective. Ages 18-22 garnered a grand mean of 4.36, verbally interpreted as

highly effective. Ages 38-42 recorded a grand mean of 4.48, verbally interpreted as highly

effective. Ages 28-32 and 33-37 obtained a grand mean of 4.35, verbally interpreted as highly

effective. Lastly, ages 43-47 earned the lowest grand mean of 4.29, verbally interpreted as highly

effective.

In relation to convenience, ages 48 and above garnered the highest grand mean of 5,

verbally interpreted as highly effective. Succeeded by ages 33-37 with a grand mean of 4.74,

verbally interpreted as highly effective. Ages 23-27 obtained a grand mean of 4.63, verbally

interpreted as highly effective. Ages 38-42 tallied a grand mean of 4.55, verbally interpreted as

highly effective. Ages 18-22 earned a grand mean of 4.51, verbally interpreted as highly

effective. Ages 28-32 yielded a grand mean of 4.47, verbally interpreted as highly effective.

Finally, ages 43-47 recorded the lowest grand mean of 4.40, verbally interpreted as highly

effective.

59
 In reference to variety of food options, ages 48 and above tallied the highest grand mean

of 4.6, verbally interpreted as highly effective. Ensuingly, ages 23-27 yielded a grand mean of

4.59, verbally interpreted as highly effective. Ages 33-37 and 38-42 registered a grand mean of

4.53, verbally interpreted as highly effective. Ages 28-32 garnered a grand mean of 4.49, verbally

interpreted as highly effective. Finally, ages 18-22 and 43-47 obtained the lowest grand mean of

4.40, verbally interpreted as highly effective.

Table 16

Level of Ef ectiveness of Online Food Service Delivery Quality Grouped According to Sex
Online Food Sex Female Male
Delivery
Service Quality

Delivery Grand Mean 4.53 4.46

Verbal Interpretation Highly Effective Highly Effective

Price Grand Mean 4.43 4.47

Verbal Interpretation Highly Effective Highly Effective

Convenience Grand Mean 4.69 4.50

Verbal Interpretation Highly Effective Highly Effective

Variety of Grand Mean 4.50 4.53

Food Option

Verbal Interpretation Highly Effective Highly Effective

Table 16 exhibits the perception of respondents towards the level of effectiveness

of online food delivery service quality when grouped according to sex.

In reference to delivery, females recorded a higher grand mean of 4.53 compared to males

with 4.46, both verbally interpreted as highly effective.

60
 In terms of price, males yielded a higher grand mean of 4.47 as opposed to females with

4.43, both verbally interpreted as highly effective.

In connection to convenience, the grand mean of females and males registered the highest

margin of 0.19 with 4.69 and 4.50 respectively, both verbally interpreted as highly effective.

In relation to variety of food options, males garnered a higher grand mean of 4.53

compared to females with 4.50, both verbally interpreted as highly effective.

Table 17

Level of Ef ectiveness of Online Food Service Delivery Quality Grouped According to Civil Status
Online Food Civil Status Single Married Separated Widowed
Delivery
Service
Quality

Delivery Grand Mean 4.45 4.56 4.50 5.00

Verbal Highly Highly Effective Highly Effective Highly Effective

Interpretation Effective

Price Grand Mean 4.45 4.38 4.50 5.00

Verbal Highly Highly Effective Highly Effective Highly Effective

Interpretation Effective

Convenience Grand Mean 4.56 4.67 4.63 5.00

Verbal Highly Effective Effective

Interpretation Highly Effective Highly Effective Highly

Variety of Food Option Grand Mean 4.49 4.62 4.47 4.00

Verbal Interpretation Highly Effective Highly Effective Effective

Highly Effective
61

Table 17 represents the perception of respondents towards the level of effectiveness of

online food delivery service quality when grouped according to civil status. In relation to
delivery, widowed respondents recorded the highest grand mean of 5, verbally interpreted as

highly effective. Followed by married respondents with a grand mean of 4.56, verbally

interpreted as highly effective. Separated respondents registered a grand mean of 4.50, verbally

interpreted as highly effective. Finally, single respondents earned a grand mean of 4.45, verbally

interpreted as highly effective.

In terms of price, widowed respondents garnered the highest grand mean of 5, verbally

interpreted as highly effective. Succedingly, separated respondents recorded a grand mean of

4.50, verbally interpreted as highly effective. Single respondents registered a grand mean of 4.45,

verbally interpreted as highly effective. Lastly, married respondents obtained the lowest grand

mean of 4.38, verbally interpreted as highly effective.

In reference to convenience, widowed respondents earned the highest grand mean of 5,

verbally interpreted as highly effective. Followed by married respondents with a grand mean of

4.67, verbally interpreted as highly effective. Separated respondents registered a grand mean of

4.63, verbally interpreted as highly effective. Finally, single respondents garnered the lowest

grand mean of 4.56, verbally interpreted as highly effective.

In connection to variety of food options, married respondents yielded the highest grand

mean of 4.62, verbally interpreted as highly effective. Subsequently, single respondents recorded

a grand mean of 4.49, verbally interpreted as highly effective. Separated respondents earned a

62

grand mean of 4.47, verbally interpreted as highly effective. Finally, widowed respondents tallied

the lowest grand mean of 4, verbally interpreted as effective. It is important to note that this is

also the lowest grand mean recorded for civil status. Likewise, the first time that a grand mean

was verbally interpreted as effective.

Table 18
 Level of Ef ectiveness of Online Service Delivery Quality Grouped According to Highest
Educational Attainment
Online Food Highest High School Post-Graduate
Delivery Educational College Level College
Service Attainment Vocational
Quality Graduate
Graduate

Delivery Grand Mean 3.93 4.42 4.57 5.00 4.49

Verbal Effective Highly Highly

Interpretation Highly Effective
Highly
Effective
Effective
Effective

Price Grand Mean 3.67 4.28 4.62 5.00 4.54

Verbal Effective Highly Highly

Interpretation Highly Effective
Highly
Effective
Effective
Effective

Convenience Grand Mean 4.53 4.42 4.69 5.00 4.66

Verbal Highly Highly

Interpretation Highly Effective
Highly
Highly
Effective
Effective
Effective
Effective

Variety of Grand Mean 4.33 4.39 4.60 5.00 4.51

Food Option
Verbal Highly Highly
Interpretation Highly Effective
Highly
Highly
Effective
Effective
Effective
Effective

In connection to delivery, respondents with vocational educational attainment earned the

highest grand mean of 5, verbally interpreted as highly effective. Followed by college graduates

with a grand mean of 4.57, verbally interpreted as highly effective. Post-graduate respondents

registered a grand mean of 4.49, verbally interpreted as highly effective. College level

63
respondents yielded a grand mean of 4.42, verbally interpreted as highly effective. Finally, high

school graduate respondents garnered the lowest grand mean of 4.39, verbally interpreted as

effective. This is the first time in this study to record a grand mean less than 4.00.

In relation to price, respondents with vocational educational attainment recorded the

highest grand mean of 5, verbally interpreted as highly effective. Succeedingly, college graduate

respondents garnered a grand mean of 4.62, verbally interpreted as highly effective. Post-

graduate respondents earned a grand mean of 4.54, verbally interpreted as highly effective.

College level respondents yielded a grand mean of 4.28, verbally interpreted as highly effective.

Finally, high school graduate respondents tallied the lowest grand mean of 3.67, verbally

interpreted as effective.

In terms of convenience, respondents with vocational educational attainment obtained the

highest grand mean of 5, verbally interpreted as highly effective. Ensuingly, college graduate

respondents tallied a grand mean of 4.69, verbally interpreted as highly effective. Post-graduate

respondents recorded a grand mean of 4.66, verbally interpreted as highly effective. High school

graduate respondents registered a grand mean of 4.53, verbally interpreted as highly effective.

Finally, college level respondents yielded the least grand mean of 4.42, verbally interpreted as

effective.

In reference to variety of food options, respondents with vocational educational

attainment tallied the highest grand mean of 5, verbally interpreted as highly effective.

Subsequently, College graduate respondents recorded a grand mean of 4.60, verbally interpreted

64

as highly effective. Post-graduate respondents registered a grand mean of 4.51, verbally

interpreted as highly effective. College level graduate respondents obtained a grand mean of

4.39, verbally interpreted as highly effective. Finally, high school respondents earned a grand
mean of 4.33, verbally interpreted as effective.

Table 19

Level of Ef ectiveness of Online Service Delivery Quality Grouped According to Monthly Income
Online Monthly 10,000 10,001 - 20,001 - No
Food Income and below 20,000 30,001 - Answer
Delivery 40,001 -
Service 50,001
Quality 30,000
40,000
50,000
and
above

Delivery Grand 4.59 4.21 4.36 4.55 4.66 4.60 3.80

Mean

Verbal Highly Highly Highly Effective

Interpret Effective Effective Highly
ati on Highly
Highly
Effective
Effective
Effective
Effective

Price Grand 4.56 4.04 4.11 4.54 4.68 4.64 3.70

Mean

Verbal Highly Effective Effective Highly Effective

Interpret Effective Highly
ati on Highly
Effective
Conveni Grand 4.75 4.24 Effective 4.00
en ce Mean Effective

4.38 4.70 4.70 4.75

Verbal Highly Highly Highly Effective

Interpret Effective Effective Highly
ati on Highly
Highly
Effective
Effective
Effective
Effective

Variety of Grand 4.68 4.34 4.29 4.61 4.64 4.51 3.90

Food Mean
Option
Verbal Highly Highly Highly Effective
Interpret Effective Effective Highly
ati on Highly
Highly
Effective
Effective
Effective
Effective
 65

In terms of delivery, the salary bracket of 40,001 - 50,000 earned the highest grand mean

of 4.66, verbally interpreted as highly effective. Followed by ages 50,001 and above with a grand

mean of 4.60, verbally interpreted as highly effective. 10,000 and below recorded a grand mean

of 4.59, verbally interpreted as highly effective. 30,001 - 40,000 registered a grand mean of 4.55,

verbally interpreted as highly effective. 20,001 - 30,000 obtained a grand mean of 4.36, verbally

interpreted as highly effective. 10,001 - 20,000 yielded a grand mean of 4.21 , verbally

interpreted as highly effective. Finally, respondents who did not provide their monthly income

garnered the lowest grand mean of 3.80, verbally interpreted as effective.

In relation to price, the salary bracket of 40,001 - 50,000 garnered the highest grand mean

of 4.68, verbally interpreted as highly effective. Followed by ages 50,001 and above with a grand

mean of 4.64, verbally interpreted as highly effective. 10,000 and below yielded a grand mean of

4.56, verbally interpreted as highly effective. 30,001 - 40,000 registered a grand mean of 4.54,

verbally interpreted as highly effective. 20,001 - 30,000 obtained a grand mean of 4.11, verbally

interpreted as effective. 10,001 - 20,000 recorded a grand mean of 4.04 , verbally interpreted as

effective. Finally, respondents who did not provide their monthly income earned the lowest grand

mean of 3.70, verbally interpreted as effective.

In reference to convenience, the salary bracket of 50,000 and above and 10,000 and below

tallied the highest grand mean of 4.75, verbally interpreted as highly effective. Succeedingly,

30,001 - 40,000 and 40,001 - 50,000 earned a grand mean of 4.70, verbally interpreted as highly

effective. 20,001 - 30,000 recorded a grand mean of 4.38, verbally interpreted as effective.

10,001 - 20,000 garnered a grand mean of 4.24 , verbally interpreted as

66

highly effective. Lastly, respondents who did not provide their monthly income obtained the

lowest grand mean of 4, verbally interpreted as effective.

 In connection to variety of food options, the salary bracket of 10,000 and below yielded

the highest grand mean of 4.68, verbally interpreted as highly effective. Subsequently, 40,001 -

50,000 tallied a grand mean of 4.64, verbally interpreted as highly effective. 30,001 - 40,000

registered a grand mean of 4.61, verbally interpreted as effective. 50,000 and above recorded a

grand mean of 4.51 , verbally interpreted as highly effective. 10,001 - 20,000 garnered a grand

mean of 4.34 , verbally interpreted as highly effective. 20,001 - 30,000 obtained a grand mean of

4.34 , verbally interpreted as highly effective. Finally, respondents who did not provide their

monthly income earned the lowest grand mean of 3.90, verbally interpreted as effective.

67
68

Part V. Correlation Between the Level of Effectiveness of Online Food Delivery Service

Quality and Customer Retention of the Selected Rodic’s Diner

Table 20

Correlation of Level of Ef ectiveness of Online Service Delivery Quality and Customer Retention
Variable Grand Mean Level of Verbal
N Computed Interpreta
Computed tio n
Critical
Significance
Correlation
Value of t
Value of
Coefficient
T

A. Online Food 5% 4 -0.85 -3.95 ± 2.447 Reject Null

Delivery Service Hypothesis
Quality

Delivery 4.5

Price 4.45

Convenience 4.61

Variety of 4.51
Food Option

B. Customer Retention
 Building 4.52
Strong
Customer
Value
Proposition

Earning 4.56
Customer
Loyalty

Cost 4.51
Advantage
thru
Superior
Productivit
y

Finding 4.54
Right
Customers

69

Table 20 exhibits the correlation of level of effectiveness of Online Delivery Service

Quality and Customer Retention of selected Rodic's Diner. In order to establish the relationship

between these two variables, the researchers utilized the following steps:

First, we state the null hypothesis in determining the relationship between the two

variables. The null hypothesis is as follows:

Ho: There is no correlation between the level of effectiveness of online food delivery

service quality and customer retention of the Selected Rodic’s Diner.

The second step is to compute the grand mean of the variables of online food delivery

service quality (Delivery, Price, Convenience and Variety of Food Options) and customer

retention (Build strong customer value proposition, Earning customer loyalty, Cost advantage

thru superior productivity and Finding right customers). The data is presented in parts II and III

of Chapter 3 of this study.

 The third step is to specify the level of significance, in which the researchers opted to use

5%.

Fourth step is to choose a Test Statistic or the benchmark upon which we form the

conclusion on whether to accept or reject the null hypothesis. The researchers utilized the

Pearson Correlation Coefficient ( r ) and t test as assessment statistics to validate if there is no

correlation between the level of effectiveness of online food delivery service quality and

customer retention of the Selected Rodic’s Diner. The formula is stated below:

70

r = - 0.85

The computed Pearson Correlation Coefficient ( r ) of Online Food Delivery Service

Quality and Customer Retention is - 0.85. It denotes a direct highly negative correlation of - 85%

exists between the two variables.

To further support the computed correlation coefficient, the researchers used the

statistical tool t-test. The computation is as follows:

 t = - 3.9524
71

The fifth step is we define the decision rule by computing the degree of freedom and

determining the critical values of t. Based on the given variables, the degree of freedom is 6

(DF= n₁ + n₂ - 2; 4 +4 - 2 = 6). Using the computed degree of freedom which is 6, we locate the

critical values of t by alluding to the Annex B - Table of Critical Values of T from the book of

Belen-Garcia (2021) and we found out that it is ± 2.447.

Figure 4 Rejection and Non-Rejection Region

The final step is we decide whether to accept or reject the null hypothesis. Figure 4

represents the graph of computed value of t and critical value of t. Since the computed value -

3.9524 lies within the rejection region, the null hypothesis should be rejected at 5% level of

significance. Therefore, it can be concluded that there is a significant negative correlation

between online food delivery service quality and customer retention.

72

Chapter IV
Discussion

Summary of Findings

Conclusion

Recommendation
73

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75

Appendix

Survey Questionnaire
SAMPLE SURVEY QUESTIONNAIRE

Online Food Delivery Service Quality Towards Customer Retention of the Selected
Rodic’s Diner

Dear Customer-Respondents:

Good day!
This survey is being conducted to measure your assessment regarding the effects of online food
delivery service quality towards customer retention. We would like to seek your help by
answering some essential questions to provide an accurate output for our subject Marketing
Research. The survey should only take 5 minutes, and your responses are completely
anonymous. Your utmost support and time are highly appreciated.

Thank you for your cooperation.

Part I: Socio-Demographic Profile

Directions: Put a check ( ✔ ) on the line that corresponds to your

answer. Name (Optional):

1. Age

o 18-22
o 23-27
o 28-32
o 33-37
o 38-42
o 43-47
o 48 and above

2. Sex:

o Male o Female
76

3. Civil Status:

o Single

o Married

o Separated

o Widowed

4. Highest Educational Attainment:

o High School Graduate

o College Level

o College Graduate

o Vocational

o Post-Graduate

5. Monthly Income
 o 10,000 and below
o 10,001 - 20,000
o 20,001 - 30,000
o 30,001 - 40,000
o 40,001 - 50,000
o 50,001 and above
77

Part II : Assessment of Relationship Between Online Food Delivery and Customer

Retention

Directions: Please indicate the level of effectiveness of the online delivery service of Rodic’s
Diner using the scale below. Place a “ ✔” in the box that corresponds to your answer.

5 - Highly Effective 4 - Effective 3 - Neutral 2 - Ineffective 1 - Highly Ineffective

A. Online Food Delivery 5 43 2 1
Service

Delivery

1 The food is always

delivered within the
estimated time of arrival.

2 The food is well-packed

and complete.

3 I receive the food on

time even during peak
hours
(breakfast time, lunch
time and dinner time).

4 The food is always warm

and fresh when it reaches
my delivery location.

5 I can instantly book a

rider when I want to
purchase food.
 78
A. Online Food Delivery 5 43 2 1
Service

Price

1 The prices of food products

is affordable and
reasonable

2 The delivery fee is

inexpensive.

3 The price of food is

budget-friendly.

4 The price is cheaper

compared to the
expenses when I go to
their physical store.

5 It can help me in saving

more money.

Convenience

1 It is hassle-free and
easy-to-use..

2 It is easier to use compared

to actually visiting the
store.

79
A. Online Food Delivery 5 43 2 1
Service

3 It allows me to enjoy
my favorite meals
without the worry of
transmitting or catching
disease.

4 I use it when I want to

enjoy my favorite food at
the
comfort of my own home.

5 I can save plenty of my time.

Variety of Food Options

1 It offers a wide variety

of food products.

2 The menu is the same

as what they offer in
their
physical store.

3 The menu offers meals

for breakfast, lunch and
dinner.

4 The menu offers decent

options for beverages.

80
A. Online Food Delivery 5 43 2 1
Service
5 The menu has a variety
of Filipino local dishes.