THE BRAND FACTORS INFLUENCING CONSUMER LOYALTY TO ONLINE ORDERING FOOD THROUGH DELIVERY APPLICATIONS IN CHACHOENGSAO PROVINCE

Abstract

This research aims 1) to study the influence of branding factors on consumer loyalty who order food online through delivery applications in Chachoengsao Province and 2) to study the influence of food quality perception on loyalty. Nowadays, A few research projects have the context of food delivery app ordering in provincial level. There is also a lack of integration of brand factors with food quality perceptions in the delivery service. The research was quantitative. The sample consisted of 385 consumers who had used online food ordering services by purposive sampling. The research instrument used was a questionnaire. Data were analyzed using descriptive statistics including frequency, percentage, mean, standard deviation and multiple regression (MRA). Descriptive research results It was found that most of the respondents were female (57.00%), aged 18-25 years (28.00%), had education lower than bachelor's degree (42.50%), had income not exceeding 15,000 baht (31.50%), and worked in state enterprises (26.25%). The overall opinion level was at a high level in terms of brand perception (average 3.73), brand feelings (average 3.75), food quality perception (average 3.71), and attitudinal loyalty (average 3.70). The multiple regression results indicated that the variables significantly affecting loyalty were brand liking, trust, brand image, and external food quality perception, while brand awareness, brand association, and internal food quality perception were not significant. Therefore, delivery app businesses should focus on creating positive consumer experiences through fun, accessible, and interactive user experiences.