Being one of the more highly recognizable online food delivery service applications, GrabFood (owned by Grab Holdings Inc.) was the leading food delivery service in Vietnam, holding 45 percent of the market share in this segment with a total gross merchandise volume of 8.8 billion USD reaching 54% of the Southeast Asian market compare to others such as Shopeefood, Gojek, Baemin (Momentum Works report, 2023). This research, therefore, aims to explore the factors affecting customer loyalty in Can Tho City Vietnam which uses GrabFood’s online food delivery service in order to help develop this sector. The study was carried out through online and offline surveys by questionnaire. The sample size is 210 GrabFood users in Can Tho City. The factors included in the study that influence customer loyalty are brand image, service quality, trust, and customer satisfaction. Customer satisfaction acts as a mediator variable in the research model. The data analysis aproaches in this research are Cronbach's Alpha, Exploratory Factor Analysis (EFA), and Confirmatory Factor Analysis (CFA), by usign SPSS version 20 and AMOS 20 software. The results of the research reveal that trust and customer satisfaction have a direct effect on customer loyalty, while service quality and brand image have an indirect affecting on customer loyalty and customer satisfaction has a direct affecting on customer loyalty. This research, then based on research findings, proposed some recommendations to develop this sector in the future.
Tạp chí: 11th International Conference on Electrical Engineering, Computer Science and Informatics (EECSI 2025), Yogyakarta, Indonesia on September 26-27, 2024
Tạp chí: The 4th International Conference on Innovations in Social Sciences Education and Engineering (ICoISSEE-4) Bandung, Indonesia, July, 20th, 2024
Tạp chí khoa học Trường Đại học Cần Thơ
Lầu 4, Nhà Điều Hành, Khu II, đường 3/2, P. Xuân Khánh, Q. Ninh Kiều, TP. Cần Thơ
Điện thoại: (0292) 3 872 157; Email: tapchidhct@ctu.edu.vn
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