The effect of service quality on customer satisfaction in online food delivery (OFD) service among Malaysian Generation Z

With the new emergence of technology, the food and beverage industry were switch to online and it is called online food delivery service. Young people in Generation Z are the most likely to use OFD services because they did grow up surrounded by technology. The trend of OFD service in Malaysia is growing faster nowadays. The main issue of OFD service is poor food quality, limited coverage area, lack of customer expectations, unreasonable fees, and lack of interaction. This study is to determine the relationship between the service quality dimension which are tangibility, reliability, responsiveness, assurance, and empathy with customer satisfaction in OFD service among Malaysian generation Z. An online questionnaire was distributed through social media to users of OFD service among generation Z with selected age of 18-26 years old. The number of sample size is 150 and this study used non-probability sample and purposive sampling techniques. The measurement of this study will be applied 6-point Likert scale and following by data analysis with using reliability analysis, validity analysis, Pearson correlation coefficient, and multiple linear regression. In summary, the result obtained and showing that the relationship between all the dimensions of service quality is significant on customer satisfaction in OFD service among generation Z. As a result, this study can give all the knowledge that would assist related parties such as company, seller, rider and customer to gain the achievement and in order to improve customer satisfaction in OFD service.