Factors influencing the participation of Thai restaurants in food delivery services amid the COVID-19 pandemic

IF 5.5 Q1 MANAGEMENT

Asia Pacific Management Review Pub Date : 2024-12-20 DOI:10.1016/j.apmrv.2024.11.003

Natissareeya Suksrimuang , Pornthipa Ongkunaruk

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引用次数: 0

Abstract

During the COVID-19 pandemic, various sectors in Thailand found it imperative to adapt to sustain business operations. Our study focuses on the restaurant industry, which implemented food delivery service platforms. Restaurants adjusted their operational models and expanded business opportunities to accommodate consumer needs. Simultaneously, consumers have become increasingly reliant on food delivery services to fit their lifestyles and enhance access to a diverse range of food and beverage establishments. Consequently, food delivery platforms are vital intermediaries facilitating a connection between consumers and restaurants. This study aimed to identify the factors influencing restaurants’ decision-making process for adopting these platforms. A comprehensive literature review was performed, key factors were identified, and a questionnaire was developed. Then restaurant representative evaluation was conducted, using the fuzzy analytic hierarchy process (FAHP) to rank these factors and their alternatives. Our findings highlight the importance of platform convenience, service area coverage, and delivery quality, all ranking closely in significance. Responsiveness of delivery and platform fees round out the top five factors of consideration. Given these criteria, GrabFood and Lineman appear to be the preferred choices among restaurant evaluators.

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来源期刊

Asia Pacific Management Review MANAGEMENT-

CiteScore

8.00

自引率

4.50%

发文量

期刊介绍： Asia Pacific Management Review (APMR), peer-reviewed and published quarterly, pursues to publish original and high quality research articles and notes that contribute to build empirical and theoretical understanding for concerning strategy and management aspects in business and activities. Meanwhile, we also seek to publish short communications and opinions addressing issues of current concern to managers in regards to within and between the Asia-Pacific region. The covered domains but not limited to, such as accounting, finance, marketing, decision analysis and operation management, human resource management, information management, international business management, logistic and supply chain management, quantitative and research methods, strategic and business management, and tourism management, are suitable for publication in the APMR.