Factors affecting customer satisfaction towards mobile food ordering applications (MFOAs)‎

Abstract EN

Abundant growth of technology and mobile devices nowadays is creating a great impact on the hospitality sector in general and in restaurants in particular especially in the form of ordering food.

Although ordering food through mobile applications considered an active role in the overall restaurant sector, little is known about customer perception about using mobile food applications.

Therefore, this study evaluates customer feedback toward ordering food through mobile applications in order to recommend some considerations, allowing the restaurant sector to identify areas of weakness and make further improvements to increase customer satisfaction when ordering food through mobile applications.

A measurement tool in the form of a questionnaire was used to explore customer perception toward ordering food through a mobile application.

The survey contains eight constructs i.

e.

“control; convenience; enjoyment; technology anxiety; perceived ease of use; usefulness; security and payment; satisfaction.

Mann-Whitney U, Kruskal-Wallis tests and confirmatory factor analysis (CFA) were utilized to analyze 171 questionnaire forms collected from customers.

The study results depict that ease of use, usefulness, security and payment were the most important factors affected on customer satisfaction.