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Factor Effecting to Select Food Delivery Service inNakhon Ratchasima Province. |
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| รหัสดีโอไอ | |
| Creator | Chatchadaporn Jomkokkruad |
| Title | Factor Effecting to Select Food Delivery Service inNakhon Ratchasima Province. |
| Contributor | Chompoonut Amchang |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2565 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 9 |
| Journal No. | 1 |
| Page no. | 291-304 |
| Keyword | decision making, marketing mix, food delivery, Fuzzy AHP |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/17221 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5820 |
| Abstract | The objectives of this research were 1) to study food delivery service model in Muangdistrict, Nakhon Ratchasima Province 2) to evaluate factors influencing to decision of choosinga food delivery service in Mueang District, Nakhon Ratchasima Province. The sample groupwas 400 people were obtained by Convenience Sampling. The research tool was aquestionnaire. Data analysis was applied from the Fuzzy Analytic Hierarchy Process (FAHP)technique to weigh the importance of criteria influencing the decision to select food deliveryservice in the study area.The results showed 1 . The food delivery service model in Mueang District, NakhonRatchasima Province has been a change from the original. Large restaurants lunched their ownfood delivery service. Nowadays, the food delivery service model has been expanding formore small restaurants because food delivery service provider becomes the intermediarybetween small restaurants and consumers. It found that Grab was the largest food deliveryservice provider with 6 7 . 7 percent, followed by Food Panda at 2 8 . 5 percent, and a smallpercentage of other service providers. This delivery service model has increased in popularityfor food delivery.2. However, this research found that the Price factor (0.150) is the most influential toselect food delivery service, followed by the Product factor (0.146, Marketing promotion factor(0.144), Distribution Channel factors (0.142), Process factor (0.141), Physical environmentalfactors (0.140) and Personal factors (0.136), respectively. The influence factors can be used asa guideline for food delivery service providers and to be used as a guideline to developservices to meet customer needs. |
