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.