(Tiểu luận) topic impacts on neu students intentionto order food on shopee food

The results indicate that the satisfaction and intention to continue ordering food on the Shopee Food app are influenced by the main factors including the usefulness of the app, promotio

NATIONAL ECONOMICS UNIVERSITY BUSINESS SCHOOL – EBBA & EBDB PROGRAMME

~~~~~~*~~~~~~

RESEARCH METHODOLOGY

RESEARCH CASE STUDY

Topic: “IMPACTS ON NEU STUDENTS' INTENTION

TO ORDER FOOD ON SHOPEE FOOD”

Group 7 : Đoàn Xuân Nhi

Trần Phương Nga Hầu Thị Bích Ngọc Đoàn Tú Anh Nguyễn Thị Trang Class : EBBA 14.2

Lecturer : Assoc Prof PhD., Le Thi My Linh

Hanoi, October 2022

TABLE OF CONTENTS

Part I: Case study 3

I Introduction 3

II Result and discussion 3

III Conclusion and recommendation 5

Part 2: Transcript 6

I Interview question 6

I Interview 1 7

II Interview 2 10

Part I: Case study

I Introduction

With the development of current information technology, people's access to the internet to pursue popular trends in the world is becoming more and more popular One of the trends appearing more and more among young people today is the use

of online food ordering applications Online food is no longer strange to many people, especially in big cities Market demand

is increasing, transportation and delivery services are deployed and promoted and become indispensable tools in the lives of every person, every family and especially young people Many food companies in Vietnam are also focusing on developing mobile and online applications to satisfy consumer needs And one of the famous food delivery brands in Vietnam today is Shopee Food

Shopee Food is a food ordering and delivery application launched in Vietnam and is managed and operated by Foody Joint Stock Company Shopee Food provides services according

to customer needs such as online food ordering, fast delivery, safety and convenience for consumers Customers can order food anywhere, at any time with just a mobile device connected

to the internet That has helped people a lot, especially those who are often busy with work and don't have time to cook In addition, on the Shopee Food application, users can comfortably compare the prices and quality of many types of food and drinks on the app without having to go out Because of that, today many young people choose to use Shopee Food and give many compliments to this application

However, in reality, the application still has many errors that are difficult to avoid when transporting orders from shops to consumers In order to develop further and become stronger, shopee must know how to capture customer psychology, know the factors that can affect customers' intention to use Shopee Food instead of paying attention to these factors element is not important Therefore, my group decided to choose the topic:

“Factors affecting NEU students' intention to use the Shopee Food app to order food"

II Result and discussion

From the above interview, we can easily see that Shopee Food

is indeed very popular among students because it can meet the

needs that customers have As Ms Pham Sao Mai and Nguyen Thanh Tam shared, they often order food through Shopee Food due to the convenience that this platform brings, the ability to quickly search for stores near their homes, and the convenience

of shopping Order online without wasting time and effort Time

is the most important factor in any form of business or service,

as time and delivery go hand in hand On-time delivery is a frequently used KPI (Key Performance Index) to take account of

a supplier's delivery performance based on commitment

In addition, in order to attract many interested customers and place orders, the positive impact of Shoppe Food is the trust and reliability of customers, and it has a system of reviews and comments from previous customers to help users identify the service, thereby creating peace of mind for customers when ordering

Another important factor that directly impacts the customer's decision to order food is price Reasonably, two interviews have shown that users like price competition and special promotions such as discount codes or promotions from Shopee Food Sales promotion includes tools for consumer promotion, such as coupons, cash refund offers, prices off, premiums, prizes, etc Offers and discounts are the ones that really attract consumers

to indulge in online food ordering on a regular basis Price has operated as a major determinant of the buyer's choice of low pricing observed in online food services acts as an influencer to shop from the online food services Everyone likes saving money and getting the most out of what they are paying, so these special offers and other promotional activities catch the main interest of the consumer

An outstanding advantage of Shopee Food is its diversity in choosing restaurants and dishes Users can find restaurants that suit their culinary needs and preferences, thereby helping users satisfy their needs and satisfy their intention of ordering food on this application Perceived ease of use refers to the degree to which a person believes that using a particular system would be free of effort This is also the major importance of online food ordering because, due to its easy accessibility in nature, within just a few clicks, you get what you want on your doorstep This is what the consumer desires the most: opening the application on their mobile phone or

browsing through the browser on their laptop and placing an order in no less than 2 minutes A bunch of people use this just because of the accessibility, as they want as little hassle as there could be Though some areas still do not contribute much

to online food ordering due to some reasons, which may include improper internet availability in rural areas or the advancement

of technology in their reach, all of these obstacles are getting sorted out on a rapid scale so a large number of people can enjoy these services

Delivery service is also one of the factors influencing the decision to order food on Shopee Food The speed and quality of delivery are highly appreciated, ensuring food arrives to customers quickly and in good condition Early delivery equals less time waste, and hence it influences the consumer As everyone in this dynamic world no one wants to spend on non-productive things, getting food within a few minutes depicts the relation between time and delivery and how important these are to the consumer as well as the seller The 24/7 services have a major impact as the consumer is not restricted to a certain time limit

Respondents want the food delivery apps to provide information efficiently so that it will not be hard for them to find the information they want From in-depth interviews, we found that respondents are interested in product illustrations, price reviews from old customers, delivery time, shipper attitude, and Shopee Food promotions If the image is eye-catching, attractive and the price reviews from old customers are good, the likelihood that the product will be chosen by customers is quite high Furthermore, the delivery time prioritized by the unit is approximately 20–30 minutes; the attitude of the delivery staff

is also worthy of attention; the shipper is friendly, but the delivery time is a bit longer than expected, still accepted by customers, and rated 4-5 Promotional programs and income levels are also among the criteria that influence purchasing decisions Respondents will prioritize purchases when there are discount vouchers or freeship and will prioritize restaurants with student prices

The in-depth interview showed that the respondents still felt unsatisfied because the product quality was not as expected, and the service error was due to the shipper not turning off the

app when leaving early and no longer accepting orders Food delivery apps should pay more attention to food quality, and service providers should be able to resolve customer problems

or complaints Due to the fact that all respondents were university students who were pursuing their careers, they did not have much income Therefore, they are very considerate of the prices offered by food delivery service applications

Food delivery applications should improve their services, especially regarding on-time delivery and correct product descriptions From the analysis, it was found that some respondents don't like dealing with delayed deliveries, do not match the product description, are missing items, or received items that were not as expected Therefore, service providers must solve these problems as soon as possible so that customers feel comfortable when using food delivery, which in turn will benefit the company

III Conclusion and recommendation

Conclusion

In conclusion, the study suggests the factors that influence the decision to order food on Shopee Food of students of the National Economics University

The results indicate that the satisfaction and intention to continue ordering food on the Shopee Food app are influenced

by the main factors including the usefulness of the app, promotions, delivery time, and product reviews Interviewers are very interested in promotions, discounts and delivery fees The larger the promotion, the higher the intention to order food through the Shopee Food application This is completely consistent with student behavior Big promotions mean students can save money when ordering food, creating great benefits for them Therefore, large promotions at high frequency will positively impact students' intention to order food on Shopee Food

Recommendation

Shopee Food could consider several recommendations for analysis following the interview

Firstly, they could conduct a study on delivery times, comparing actual delivery times with estimated ones to gauge customer satisfaction levels and their impact on ordering intentions

Discover more

from:

10.32628/GISRRJ213

26

Document continues below

Science

Research

Đại học Kinh tế…

156 documents

Go to course

[Coteccons] Cam Nang XD Phan C…

Science

Research 100% (2)

74

25.6 SO TAY Chong SAN - 1111111111

Science

Research 100% (1)

49

nghiên cứu ảnh hưởng của khủng…

Science

Research 100% (1)

92

ĐỀ 2004 tiếng Việt -free

Science

Research None

33

Statistical analysis could help understand the correlation between delivery times and customer satisfaction

Secondly, analyzing user reviews and comments is crucial to evaluate trustworthiness Utilizing content analysis techniques can identify trends in user feedback, helping determine the most significant factors influencing their decisions

Thirdly, a study on pricing and promotions could be undertaken

to understand their influence on ordering decisions Surveys and data analysis can reveal the importance of price and discounts

Additionally, researching the favored features on the Shopee Food app and why users choose them could provide insights into the impact of these features on ordering decisions

Finally, analyzing the behavior of student customers in relation

to their income can inform targeted marketing strategies These recommendations, through quantitative and qualitative research methods, aim to deepen the understanding of user behavior on Shopee Food and suggest data-driven strategies for improvement and marketing

Part 2: Transcript

I Interview question

Anh/chị xin vui lòng chia sẻ quan điểm của anh/chị liên quan tới các yếu tố tác động đến ý định đặt đồ ăn trên Shopee Food của sinh viên, thông qua việc trả lời các câu hỏi phỏng vấn sau đây:

1 Bạn có thể giới thiệu một vài thông tin về bản thân mình (tên, ngành học, khóa bao nhiêu của NEU) ?

2 Bạn có sử dụng Shopee Food để đặt đồ ăn không? Mức độ thường xuyên như thế nào? Lý do gì bạn chọn đặt đồ ăn qua Shopee Food?

3 Bạn biết gì về những tính năng trên Shopee Food? Theo bạn, nó có những ưu điểm và nhược điểm gì?

4 Bạn đã từng có trải nghiệm tích cực hoặc tiêu cực khi sử dụng Shopee Food chưa? Trải nghiệm đó như thế nào?

Tiếng Việt không dấu

- free

Science Research None

21

Research Project Instructions

Science Research None

2

5 Từ những trải nghiệm đặt hàng qua Shopee Food mà bạn đã có, theo bạn, những yếu tố nào ảnh hưởng đến ý định của bạn khi đặt đồ ăn trên Shopee Food?

Có những yếu tố nào là quan trọng nhất trong quyết định của bạn?

6 Hình ảnh minh hoạ sản phẩm, hình ảnh và đánh giá

từ các khách hàng cũ có ảnh hưởng như thế nào tới quyết định đặt hàng của bạn?

7 Theo bạn, thời gian giao hàng ảnh hưởng như thế nào đến sự hài lòng của khách hàng?

7.1 Nếu như đồ ăn ngon, shipper thân thiện nhưng thời gian giao hàng lâu thì bạn sẽ đánh giá bao nhiêu sao cho nhận xét trên app?

7.2 Đâu là khoảng thời gian giới hạn của sự hài lòng về thời gian của bạn?

8 Các chương trình khuyến mại, ưu đãi có mức độ ảnh hưởng như thế nào tới quyết định mua hàng của bạn?

9 Theo bạn, thu nhập của sinh viên có ảnh hưởng đến

ý định đặt đồ ăn của sinh viên không? Việc này ảnh hưởng như thế nào? Nếu không ảnh hưởng, bạn có thể cung cấp lý do tại sao không?

10 Bạn nghĩ Shopee Food nên thay đổi điều gì để tăng hoặc duy trì độ tin cậy đặt hàng của sinh viên NEU?

I Interview 1

Interviewer’s name: Doan Xuan Nhi

Phone number: 0817628254

Email: doannhi0707@gmail.com

Interviewee’s name: Pham Sao Mai

Phone number: 0858220955

Email: saomai20062004@gmail.com

Major: Accounting - K64 NEU

1 Bạn có thể giới thiệu một vài thông tin về bản thân mình (tên, ngành học, khóa bao nhiêu của NEU) ?

À mình tên là Phạm Sao Mai Mình học kế toán khóa

64 của Kinh tế Quốc dân

2 Bạn có sử dụng Shopee Food để đặt đồ ăn không? Mức độ thường xuyên như thế nào? Lý do gì bạn chọn đặt đồ ăn qua Shopee Food?

À Mình sử dụng Shopee Food để đặt đồ ăn Và mình thường xuyên đặt đồ ăn trên app tầm khoảng 3 lần/tuần vì nó đơn giản và tiện lợi À bởi vì thời gian học trên trường, mình tan muộn lúc 12h30 và có những hôm phải học chiều ngay lúc 13h nên là mình đặt đồ ăn trên Shopee Food sẽ giúp mình tiết kiệm nhiều thời gian.

3 Bạn biết gì về những tính năng trên Shopee Food? Theo bạn, nó có những ưu điểm và nhược điểm gì?

Theo mình biết thì những tính năng trên Shopee Food gồm có tìm kiếm quán ăn, xem đánh giá à lưu địa chỉ,hay là theo dõi đơn hàng,và các mã khuyến mãi Khi tìm kiếm quán ăn thì mình thấy ưu điểm là dễ sử dụng, vì app cung cấp lượng lớn các quán ăn và nhà hàng giúp mình có thể lựa chọn nhiều danh mục khác nhau Nhưng mà, mình thấy app vẫn có giới hạn về vị trí phục vụ, ừm hạn chế lựa chọn quán ăn cho khách hàng bởi vì ở những vùng xa trung tâm.

Còn tính năng đánh giá thì giúp mình đưa ra lựa chọn

dễ dàng hơn trong việc đặt món, nhưng mà nhược điểm thì chất lượng món ăn thực tế có thể khác so với đánh giá ừm bởi vì từng quán khác nhau và thời điểm khác nhau.

À theo dõi đơn hàng thì giúp mình theo dõi được đồ

ăn được giao hoặc liên hệ với shipper nếu có vấn đề phát sinh, nhưng trong một số trường hợp thì tính năng này sử dụng… không sử dụng được do shipper không cập nhật thông tin giao hàng.

Các mã khuyến mãi thì là một trong những điều mà mình thích nhất vì có thể tiết kiệm chi phí đặt đồ ăn, tuy nhiên, đôi khi mình lại gặp những mã khuyến mãi không rõ ràng và không sử dụng được nên mình cảm thấy rất là khó chịu.

4 Bạn đã từng có trải nghiệm tích cực hoặc tiêu cực khi sử dụng Shopee Food chưa? Trải nghiệm đó như thế nào?