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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Daisy Mui Hung Kee
Universiti Sains Malaysia, Penang, Malaysia
Humanities

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Determinants of Customer Experience and Satisfaction in Online Food Delivery Services in Malaysia Daisy Mui Hung Kee; Seng Xu Jong; Jeremy Jin Wei Wong; Keerthi A/P Kumaraguru; Yu Xuan Jia
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4372

Abstract

The rapid expansion of online food delivery (OFD) platforms has reshaped consumer food consumption patterns, particularly in emerging digital markets such as Malaysia. As GrabFood continues to dominate the Malaysian OFD sector, understanding the determinants of customer satisfaction has become increasingly important. This study aims to examine the effects of perceived usefulness, perceived ease of use, perceived trust, perceived risk, and perceived convenience on customer satisfaction, with customer experience serving as an intermediary variable. A quantitative, cross-sectional research design was employed using an online questionnaire administered to 200 active GrabFood users in Malaysia. Data were analyzed using regression analysis to test the proposed hypotheses. The results indicate that perceived convenience has the strongest positive effect on both customer experience (? = 0.421, p 0.001) and customer satisfaction (? = 0.141, p 0.05). Perceived ease of use (? = 0.334, p 0.001) and perceived trust (? = 0.255, p 0.001) significantly influence customer experience, while customer experience itself significantly predicts customer satisfaction (? = 0.405, p 0.001). In contrast, perceived usefulness and perceived risk show no significant direct effects. These findings suggest that experiential and convenience-driven factors outweigh functional considerations in shaping customer satisfaction within Malaysia’s mature OFD market.
An Integrated Analysis of Key Factors Influencing Customer Satisfaction in Asian Low-Cost Airlines Sheue Hui Lim; Minakshi Tripathi; Yin Ting Lim; Yu Xin Lim; Zi Jun Lim; Jun Liang Liu; Saurya Pratap Singh Sengar; Bhavnidhi Kansal; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4374

Abstract

The rapid growth of low-cost carriers (LCCs) has intensified competition in the airline industry, making customer satisfaction a critical determinant of long-term sustainability. AirAsia, as a leading low-cost airline in the ASEAN region, must continuously understand the factors shaping passenger satisfaction. This study aims to examine the influence of service quality, price, convenience, and Customer Relationship Management (CRM) on customer satisfaction with AirAsia. A quantitative research design was employed using an online survey administered via Google Forms. Data were collected from 150 AirAsia passengers in Asia and analyzed using multiple regression analysis in SPSS. The results indicate that CRM has the strongest positive effect on customer satisfaction (? = 0.427, p 0.001), followed by price (? = 0.366, p 0.001) and service quality (? = 0.168, p 0.05). Convenience shows a positive but statistically insignificant relationship with customer satisfaction (? = 0.059, p 0.05). These findings suggest that relational and value-based factors play a more decisive role than functional convenience in the low-cost airline context. The study concludes that prioritizing CRM initiatives, alongside competitive pricing and consistent service quality, is essential for enhancing customer satisfaction and sustaining competitive advantage in the airline industry.
From Local Adaptation to Global Acceptance: Customer Engagement, Brand Loyalty, and Menu Localization Oh Zi Jian; Rudresh Pandey; Nur Alya Maisarah Mazzuan; Aditya Kumar Sahu; Nur Amalina Hadirah Yusra; Nur Aqilah Abdul Halim; Nur Ardina Amir Hamzah; Sania Tomar; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4375

Abstract

This study examines strategic approaches for enhancing Marrybrown Malaysia’s global competitiveness through menu localization, customer engagement, and brand loyalty. Drawing on localization and engagement theories, the study investigates how customer engagement and brand loyalty influence acceptance of localized menu strategies in international markets. A quantitative research design was adopted, and data were collected from 151 Malaysian consumers using a structured questionnaire. Multiple regression analysis revealed that customer engagement has a significant positive effect on menu localization, while brand loyalty also demonstrates a positive but comparatively weaker influence. The findings suggest that active customer interaction and emotional attachment to the brand enhance consumer acceptance of culturally adapted menu offerings. This study contributes to the limited literature on Malaysian fast-food brands by providing empirical evidence on localization strategies that support global expansion. The findings offer managerial insights for Marrybrown to strengthen digital engagement and leverage loyal customers when implementing international localization strategies.
Co-Authors Abishek Singh Aditya Kumar Sahu Aisha Bader Alotaibi Bhardhwaj Chanchal Bhavnidhi Kansal Chia Yi Chan Chin Kah Hui Choon Yan Lim Ch’ng Kelvin Dwi Nita Aryani En Chong Hani Sara Hanouf Ali Almutairi Hariharan Balakrishnan Jeremy Jin Wei Wong Jiahui Li Joel Chen Tai Soon Jun Liang Liu Kai Yee Chin Keerthi A/P Kumaraguru Kim Kim Hak Koh Jhee Qing Liem Gai Sin Liem Gai Sin Majdi Anwar Quttainah Majdi Anwar Quttainah Majdi Anwar Quttainah Minakshi Tripathi Nur Alya Maisarah Mazzuan Nur Amalina Hadirah Yusra Nur Aqilah Abdul Halim Nur Ardina Amir Hamzah Obaja Elka Kurniawan Oh Zi Jian Padmalini Singh Pei Hung Aw Yeong Rudresh Pandey Rudresh Pandey Rudresh Pandey Sania Tomar Saurya Pratap Singh Sengar Seng Xu Jong Sheue Hui Lim Stephani Stephani Sue Ting Khor Swati Kulkarni Tzyy Xian Lok Wibowo Arif Xin Rou Chia Yee Wen Liew Yin Ting Lim Yu Xin Lim Yu Xuan Jia Yurou Li Zi Jun Lim