Affiliation:
1. University of Hyogo, Japan
2. Thuongmai University, Vietnam
Abstract
This study examines Vietnamese customers' feelings and thoughts about the online food order service recently developed in the country. Through interviews of 21 female customers in the capital city of Hanoi, two categories of customer feelings were identified: positive and negative. The reasons for or causes of these feelings were distributed across the five steps of the order and consumption process: pre-order (information and options), order (order, payment, and cancellation processes), delivery (staff attitude and waiting time), use (food quality and quantity), and post-use (complaint and complaint response). Based on these findings, theoretical implications about online food order services in particular and e-commerce in general are discussed. In addition, practical implications for restaurants, food deliverers, and app developers are proposed.