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KMID : 1011620220380040250
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Korean Journal of Food and Cookey Science
2022 Volume.38 No. 4 p.250 ~ p.259
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A study on the consumption practices and satisfaction of adults with delivery food in South Korea
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Park Min-Seo
Bae Hyun-Joo
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Abstract
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Purpose: This study analyzes the consumption practices and customer satisfaction of delivery foods.
Methods: An online survey was conducted on enrolling adults in their 20s and 30s who had experience ordering delivery food. Statistical analyses were conducted using the SPSS program for χ2 test, t-test, factor analysis, and Importance-Satisfaction Analysis (ISA).
Results: Of the 417 subjects surveyed, 38.4% were male, and 61.6% were female; 58.3% were in their 20s, and 41.7% were in their 30s; 30.2% were single-person households.
Analysis of the 417 subjects revealed that the rate of using delivery food more than once a week was 54.4%, and dinner was mainly ordered (71.5%) using the delivery application (84.2%). The frequency of orders was chicken (87.1%), Chinese food (46.3%), and pizza (43.4%). The overall satisfaction with the delivery food was 4.0 out of 5.0 points. Factor analysis of delivery food selection attributes determined five main factors: quality of delivery company, convenience and diversity, quality of delivery food, quality of delivery service, and health and safety. Results of the difference analysis by selection attribute factor of delivery food revealed that compared to their male counterparts females had significantly lower satisfaction when considering the factors ‘quality of delivery company (p<0.05)’ and ‘health and safety (p<0.05)’. Moreover, subjects in their 20s had significantly lower satisfaction with ‘health and safety (p<0.05)’ than those in their 30s. Individuals who ordered delivery food more than once a week had significantly higher ‘convenience and diversity (p<0.05)’, ‘quality of delivery food (p<0.05)’, and ‘overall satisfaction (p<0.001)’. According to the ISA results, a key aspect that delivery restaurants and delivery food platforms should strengthen is the ‘quality of delivery company’.
Conclusion: In order to improve the satisfaction of customers ordering delivery food, it is necessary to continuously improve the quality of delivery restaurants and delivery food platforms.
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KEYWORD
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delivery food, customer, satisfaction, importance, quality
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