The Study of Factors Impact on Customer Perceived Value as A Driver for Online Delivery Restaurant Selection: A Case of Young Adults and Senior Consumers

Abstract

Customer perceived value is crucial as a key factor to predict future consumption behavior, to understand consumer decision process and deeply insights, sustainable growth, enhance competitive advantage and fundamental tools for development of marketing strategies. The purpose of this study is to examine the relationship between customers' perceived value and its drivers which influence online delivery restaurant selection toward application during COVID 19 crisis. This study based on theoretical of Zeithaml's customer perceived value (1988) to develop research hypotheses and conceptual framework. The focus groups discussion results designated that food quality, product innovation and brand image were important as key drivers influence on overall customer perceived value toward online delivery restaurant selection. The perceptions of customer perceived value and online delivery restaurant selection for young adults and senior customers were different. For young adult customer, product innovation, brand image, social value, food quality, nonmonetary cost, hedonic value was found to be essential factors which influence on online delivery restaurant selection. For senior customers, in contrast, emphasized the food quality, brand image, service quality effected on customer perceived value. Additionally, monetary cost elements and utilitarian value and product innovation also important effect toward senior customers. There are difference among senior customers concern toward monetary cost but young adult customer concern nonmonetary cost in online restaurant selection.