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p-Index From 2021 - 2026
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This Author published in this journals
All Journal International Journal of Tourism and Hospitality in Asia Pasific
Wei Wong, Jeremy Jin
Unknown Affiliation
Humanities

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From Craving to Convenience: Factors Influencing Customer Satisfaction in GrabFood Malaysia Kee, Daisy Mui Hung; Jong, Seng Xu; Wei Wong, Jeremy Jin; Kumaraguru, Keerthi A/P; Jia, Yu Xuan
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

GrabFood stands as Malaysia’s leading food delivery platform, a position reinforced by its nationwide expansion in 2023. The rapid growth of food delivery applications has transformed how consumers interact with restaurants and access meals. Among these platforms, GrabFood has distinguished itself by offering speed, convenience, and reliability. This study investigates the factors influencing customer satisfaction toward GrabFood, focusing on the roles of perceived usefulness, perceived ease of use, perceived trust, perceived risk, perceived convenience, and customer experience. A quantitative research design was employed, utilizing an online survey distributed to active GrabFood users across Malaysia. Data were collected from 200 respondents and analyzed to test the proposed hypotheses. Our findings reveal that perceived usefulness, ease of use, trust, and convenience positively influence customer experience and customer satisfaction, whereas perceived risk has a negative impact. Customer experience significantly predicts customer satisfaction. Our study contributes to both theory and practice by demonstrating that enhancing users’ experience can strengthen customer satisfaction and loyalty within Malaysia’s highly competitive food delivery industry
Co-Authors Jia, Yu Xuan Jong, Seng Xu Kee, Daisy Mui Hung Kumaraguru, Keerthi A/P