THE STUDY OF FACTORS FOR SELECTING A FOOD DELIVERY SERVICE IN CHONBURI PROVINCE
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Abstract
Consumer behavior research for choosing food delivery services is mainly described by descriptive statistics. Consumer behavior is complicated. Therefore, choosing a food delivery service is challenging when several criteria are taken into consideration. This research employs the Analytic Hierarchy Process (AHP) to investigate the selection criteria for food delivery services in Chonburi province. Criteria and sub-criteria in each hierarchy are established by the marketing mix component. According to the research findings, the sub-criteria that service providers can deliver food quickly and on time (C12), that service providers are skilled and perform their duties well (C11), and that food delivery service providers have sufficient service providers to receive the service (C21) have the highest priority weights. The sensitivity of AHP is analyzed using one-at-a-time (OAT) method. The weight of personal criteria (C1) reduced by 19% and that of process criteria (C2) increased by 29% are determined. The food delivery service providers have enough service providers to receive the service (C21) has the highest sub-criteria weight. Changing the weight of product criteria (C3) and extrinsic criteria (C4) has no effect on the sensitivity of the sub-criteria.
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The published articles are copyright of the Engineering Journal of Research and Development, The Engineering Institute of Thailand Under H.M. The King's Patronage (EIT).
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