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  • Công bố khoa học và công nghệ Việt Nam

06

Kinh doanh và quản lý

Sử Ngọc Diệp(2), Thái Thị Huyền Trâm, Lê Văn Huy(1)

Hành vi khuyến nghị sử dụng ứng dụng đặt và giao nhận thức ăn trên điện thoại di động: tác động của yếu tố chất lượng và yếu tố công nghệ

Recommendation behaviors towards mobile food ordering and delivery apps: the service and technology-based perpective

Tạp chí Khoa học và Công nghệ (Đại học Đà Nẵng)

2022

8

33-39

1859-1531

Niềm tin, Khách hàng, Hành vi khuyến nghị, Ứng dụng di động, Tính dễ sử dụng, Tính hữu ích

Food delivery apps, Customer trust, Recommendation behavior, Mobile app quality, Ease of use, Usefulness

Hành vi khuyến nghị đóng vai trò quan trọng trong chiến lược tiếp thị của doanh nghiệp. Nghiên cứu này nhằm kiểm chứng các yếu tố ảnh hưởng đến hành vi khuyến nghị sử dụng ứng dụng đặt và giao nhận thức ăn di động (MFOD). Một cuộc khảo sát trực tuyến được thực hiện với 494 phản hồi hợp lệ. Kết quả là, giả thuyết về mối quan hệ giữa niềm tin và hành vi khuyến nghị của khách hàng được chấp nhận. Chất lượng ứng dụng được coi là yếu tố ảnh hưởng nhiều nhất đối với hành vi khuyến nghị sử dụng ứng dụng MFOD. Mặc dù, tính hữu ích của ứng dụng có ảnh hưởng đến hành vi khuyến nghị, nhưng không có mối liên hệ nào giữa tính dễ sử dụng và hành vi khuyến nghị đối với ứng dụng MFOD. Các gợi ý về chính sách đã được cung cấp cho các bên tiếp thị và quản lý của dịch vụ MFOD nhằm cải thiện chất lượng ứng dụng và xây dựng chiến lược tiếp thị để nâng cao nhận thức của khách hàng về tính hữu ích của ứng dụng MFOD.

Recommendation behavior plays an importance in marketing strategies of businesses. This study aims to validate factors influencing recommendations behavior towards the mobile food ordering and delivery (MFOD) service. An online survey was conducted with 494 valid responses. As a result, the hypothesis of relationship between customer trust and recommendation behavior towards MFOD was supported. Mobile app quality was found to be the most important predictor of recommendation behavior. While the usefulness of app had a significant effect on recommendation behavior, there was no significant link between the ease of use and recommendation behavior towards MFOD apps. Practical implications were provided for the marketing and management parties of MFOD service to improve app quality and design marketing strategies towards enhancing the customer’s perception of MFOD app’s usefulness.

TTKHCNQG, CVv 465

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