AN EXAMINATION OF CUSTOMER SATISFACTION TOWARD ONLINE FOOD SHOPPING DURING COVID-19 PANDEMIC

Wahyuningsih Wahyuningsih, Hanny Nasution, Ratna Roostika, Yulia Hendri Yeni

Abstract


Customer satisfaction has been considered a key strategic indicator to enhance marketing performance. This study was conducted to compare the satisfaction level of consumers toward online food shopping based on generational differences. The data were collected from consumers who purchase food from the restaurant using the online application across Indonesia. The cross-sectional data were collected utilizing an online questionnaire using Google online application. A total of 445 responses were found to be valid. Descriptive statistics analysis and independent sample T-test were employed to describe behavior in purchasing food online and the difference in customer satisfaction perceived by two generational cohorts. The results show that Gen Y and Gen Z have a significantly different levels of satisfaction. Gen Y feels a higher level of satisfaction than Gen Z. The managerial implications for restaurant managers and service providers are offered. Future research might investigate customer satisfaction for other generational cohorts, for instance, Baby Boomers, generation X, and others. In addition, future research might be conducted for different cultural backgrounds by adding other variables (eWOM, loyalty, marketing performance) resulting from customer satisfaction.

Keywords


Customer Satisfaction; Generational Cohort; Online Food Shopping

Full Text:

PDF

References


Anderson, E. W. and Sullivan, M. W. 1993. The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125–143. https://doi.org/10.1287/mksc.12.2.125

Aksu, A., Albayrak, T., and Caber, M. 2021. Hotel Customer Segmentation according to Eco-Service Quality Perception: The Case of Russian Tourists. Journal of Hospitality and Tourism Insights, 1 (4), https://doi.org/10.1108/JHTI-10-2020-0188

Barrutia, J. M. and Gilsanz, A. 2012. Electronic Service Quality and Value: Do Consumer Knowledge-Related Resources Matter?. Journal of Service Research, 16(2), 231–246. https://doi.org/10.1177/1094670512468294

Basari, M. A. M. and Shamsudin, M. F. 2020. Does Customer Satisfaction Matters?. Journal of Undergraduate Social Science and Technology, 2(1), 1–17.

Bendall-Lyon, D., Powers, T. L. 2004. The Impact of Structure and Process Attributes on Satisfaction and Behavioral Intentions. Journal of Services Marketing.18(2),114-121.

Carpenter, J., Moore, M., Doherty, A., and Alexander, N. 2012. Acculturation to The Global Consumer Culture: A Generational Cohort Comparison. Journal of Strategic Marketing, 20(5), 411–423. https://doi.org/10.1080/0965254X.2012.671340

Chen, H. 2010. Advertising and Generational Identity : A Theoretical Model. American Academy of Advertising Conference Proceedings, 132–141.

Chuah, S. H. W., Marimuthu, M., Kandampully, J., and Bilgihan, A. 2017. What Drives Gen Y Loyalty? Understanding The Mediated Moderating Roles of Switching Costs and Alternative Attractiveness in The Value-Satisfaction-Loyalty Chain. Journal of Retailing and Consumer Services, 36 (May), 124–136

Dixon, J. M., Kimes, S. E., and Verma, R. 2009. Customer Preferences and Use Of Technology -Based Service Innovations in Restaurants. Cornell Hospitality Report, 9(7), 2–12.

Egri, C. and Ralston, D. 2004. Generation Cohorts and Personal Values: A Comparison of China and The United States. Organization Science, 15(2), 210–220. https://doi.org/10.1287/orsc.1030.0048

Evelina, T. Y., Kusumawati, A., and Nimran, U. 2020. The Influence of Utilitarian Value, Hedonic Value, Social Value, and Perceived Risk on Customer Satisfaction: Survey of E-Commerce Customers in Indonesia. Business: Theory and Practice, 21(2), p. 613-622

Fornell, C. 1992. A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21.

Gursoy, D., Maier, T. A., Chi, C. G. 2008. Generational Differences: An Examination of Work Values and Generational Gaps in The Hospitality Workforce. International Journal of Hospitality Management,27(3),448-458.

Hayat, Z., Hayat, S., Hayat, S., and Awan, H. M. 2020. A Framework for Assessing Impact of Brand Personality on Customer Satisfaction: The Moderating Role of Gender and Age. Journal of Business and Social Review in Emerging Economies, 6 (3), p. 999-1014

Hultman, M., Yeboah-Banin, A. A., Boso, N. 2018. Linking Improvisational Behavior to Customer Satisfaction: The Relational Dynamics. Journal of Business & Industrial Marketing.34(6),1183-1193.

Johnston, K. 2013. A Guide to Educating Different Generations in South Africa. Proceeding of the Informing Science and Information Technology Education Conference, July, 261-273, https://www.learntechlib.org/p/114619/

Kamenidou, I. E., Stavrianea, A. and Bara, E. Z. 2020. Generational Differences Toward Organic Food Behavior: Insights from Five Generational Cohort. Sustainability, 12 (6), 2266

Kimes, S. E. 2011. The Current State of Online Food Ordering in The U.S Restaurant Industry. Cornell Hospitality Report, 11(17), 6–18.

Kupperschmidt. 2000. Tips to Help Recruit, Manage, and Keep Generation X Employees. Nursing Management Chicago, 31(3), 58–60.

Lim, L. G., Tuli, K. R., and Grewal, R. 2020. Customer Satisfaction and Its Impact on The Future Costs of Selling. Journal of Marketing, 84(4), p.23-44

Lin, H., Zhang, M., and Gursoy, D. 2020. Impact of Nonverbal Customer-To-Customer Interactions on Customer Satisfaction and Loyalty Intentions. International Journal of Contemporary Hospitality Management, 32(5), 1967-1985

Lissitsa, S. and Kol, O. 2016. Generation X vs Generation Y. A Decade of Online Shopping. Journal of Retailing and Consumer Services, 31 (July), 304-312

Lo, A., King, B., Mackenzie, M. 2020. Segmenting Chinese Millennial Restaurant Customers: A Lifestyle and Health and Environmental Consciousness Approach. Journal of China Tourism Research.16(2),183-213.

McQuitty, S., Finn, A. and Wiley, J. B. 2000. Systematically Varying Consumer Satisfaction and its Implication for Product Choice. Academy of Marketing Science Review, http://www.amsreview.org/theory/mcquitty10-00.html.

Nhu, T. N. T. 2020. Gender Differences in Determinants of Customer Satisfaction in Beauty and Cosmetic E-Commerce. Journal of Asian Finance Economics and Business, 7(10), p. 811-822

Oliver R. L. 1980. A Cognitive Model of The Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4)(November), 460–469.

Parasuraman, A., Zeithaml, V. A, and Berry, L. L. 1988. SERVQUAL: A Multi-Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing, 64, 12-37

Parment, A. 2013. Generation Y vs Baby Boomers: Shopping Behavior, Buyer Involvement and Implications for Retailing. Journal of Retailing and Consumer Services, 20(2), 189–199. https://doi.org/10.1016/j.jretconser.2012.12.001

Rudolph, C. W., and Zacher, H. 2020. The COVID-19 Generation: A Cautionary Note. Work, Aging and Retirement, 6(3), 139–145. https://doi.org/10.1093/workar/waaa009

Schewe, C. D. and Meredith, G. 2004. Segmenting Global Markets by Generational Cohorts: Determining Motivations by Age. Journal of Consumer Behaviour, 4(1), 51–63. https://doi.org/10.1002/cb.157

Schwieger, D. and Ladwig, C. 2018. Reaching and Retaining The Next Generation: Adapting to the Expectations of Gen Z in The Classroom. Information Systems Education Journal, 16(3), 45–54.

Shams, G., Rehman, M., Samad, S., and Oikarinen, E. 2020. Exploring Customer’s Mobile Banking Experiences and Expectations Among Generations X, Y and Z. Journal of Financial Services Marketing, 25(1–2), 1–13. https://doi.org/10.1057/s41264-020-00071-z

Shamsudin, M. F, Nayan, S., Ishak, M. F., Esa, S. A., and Hassan, S. 2020. Customer Loyalty in The Fast Food Restaurants: Case Of Gen Z. Journal of Critical Reviews, 7 (19), p.684-692

Shankar, V., Smith, A. K., and Rangaswamy, A. 2003. Customer Satisfaction and Loyalty in Online and Offline Environments. International Journal of Research in Marketing, 20 (2), 153-175.

Sladek, S. and Grabinger, A. 2014. Gen Z: The First Generation of The 21st Century has Arrived. Next Generation Intelligence,1-16.

Smola, K. W., and Sutton, C. 2002. Generational Differences: Revisiting Generational Work Values for The New Millennium. Journal of Organizational Behavior, 23(4), 363–382.

Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., and Kusdibyo, L. 2019. Loyalty Toward Online Food Delivery Service: The Role of E-Service Quality and Food Quality. Journal of Foodservice Business Research, 22(1), 81–97. https://doi.org/10.1080/15378020.2018.1546076

Suryawardani, B. and Wulandari, A. 2020. Determinants Factors of Customers Switching Behavior to Customer Satisfaction and Loyalty in Online Transportation Users in Bandung. Jurnal Dinamika Manajemen, 11(1), 12-26

Taylor, S. and DiPietro, R. B. 2017. Generational Perception and Satisfaction Differences Related to Restaurant Service Environment. International Journal of Hospitality and Tourism Administration, 19(4), 374–396. https://doi.org/10.1080/15256480.2017.1348921

Tomacruz, M. D. G. and Flor, N. T. 2018. Family Perception and Their Buying Behavior for Home-Delivered Food. International Journal of Tourism Sciences, 18(4), 237–246. https://doi.org/10.1080/15980634.2018.1551308

Twenge, J. 2015. Time Period and Birth Cohort Differences in Depressive Symptoms in The US, 1982–2013. Social Indicators Research, 121(2), 437–454. https://doi.org/10.1007/s11205-014-0647-1

Ueltschy, L. C., Laroche, M., Tamilia, R. D., Yannopoulos, P. 2004. Cross-Cultural Invariance of Measures of Satisfaction and Service Quality. Journal of Business Research.57(8),901-912.

Wahyuningsih. 2011. Customer Value, Satisfaction nd Behavioral Intentions: The Effects of Consumer Search Behavior. Asean Marketing Journal.3(1),1-20.

Weinswig. 2016. Gen Z: Get Ready for The Most Self-Conscious, Demanding Consumer Segment. Fung Global Retail & Technology, August, 1–19.

Wirtz, J. and Bateson, J. E. 1999. Introducing Uncertain Performance Expectations in Satisfaction Models for Services. International Journal of Service Industry Management, 10(1), 82-99.

Zwanka, R. J. and Buff, C. 2020. COVID-19 Generation: A Conceptual Framework of The Consumer Behavioral Shifts to be caused by The COVID-19 Pandemic. Journal of International Consumer Marketing, 1–10. https://doi.org/10.1080/08961530.2020.1771646




DOI: http://dx.doi.org/10.21776/ub.jam.2022.020.02.02

Refbacks

  • There are currently no refbacks.