From Craving to Convenience: Factors Influencing Customer Satisfaction in GrabFood Malaysia

Daisy Mui Hung Kee; Seng Xu Jong; Jeremy Jin Wei Wong; Keerthi A/P Kumaraguru; Yu Xuan Jia

doi:10.32535/ijthap.v9i1.4372

From Craving to Convenience: Factors Influencing Customer Satisfaction in GrabFood Malaysia

Daisy Mui Hung Kee, Seng Xu Jong, Jeremy Jin Wei Wong, Keerthi A/P Kumaraguru, Yu Xuan Jia

Abstract

GrabFood stands as Malaysia’s leading food delivery platform, a position reinforced by its nationwide expansion in 2023. The rapid growth of food delivery applications has transformed how consumers interact with restaurants and access meals. Among these platforms, GrabFood has distinguished itself by offering speed, convenience, and reliability. This study investigates the factors influencing customer satisfaction toward GrabFood, focusing on the roles of perceived usefulness, perceived ease of use, perceived trust, perceived risk, perceived convenience, and customer experience. A quantitative research design was employed, utilizing an online survey distributed to active GrabFood users across Malaysia. Data were collected from 200 respondents and analyzed to test the proposed hypotheses. Our findings reveal that perceived usefulness, ease of use, trust, and convenience positively influence customer experience and customer satisfaction, whereas perceived risk has a negative impact. Customer experience significantly predicts customer satisfaction. Our study contributes to both theory and practice by demonstrating that enhancing users’ experience can strengthen customer satisfaction and loyalty within Malaysia’s highly competitive food delivery industry

Keywords

Customer Experience; Customer Satisfaction; GrabFood; Malaysia; Perceived Convenience; Perceived Trust; Perceived Usefulness

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DOI: https://doi.org/10.32535/ijthap.v9i1.4372