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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新冠肺炎疫情期间影响泰国餐厅参与外卖服务的因素

在2019冠状病毒病大流行期间，泰国的各个部门发现必须适应以维持业务运营。我们的研究主要集中在餐饮行业，实施了外卖服务平台。餐厅调整了经营模式，扩大了商机，以满足消费者的需求。与此同时，消费者越来越依赖外卖服务来适应他们的生活方式，并增加了接触各种食品和饮料场所的机会。因此，外卖平台是促进消费者和餐馆之间联系的重要中介。本研究旨在找出影响餐厅采用这些平台的决策过程的因素。进行了全面的文献综述，确定了关键因素，并制定了问卷调查。然后进行餐厅代表性评价，运用模糊层次分析法（FAHP）对这些因素及其替代因素进行排序。我们的研究结果强调了平台便利性、服务区域覆盖和交付质量的重要性，这些因素的重要性都非常接近。交付的响应性和平台费用是排名前五的考虑因素。考虑到这些标准，GrabFood和Lineman似乎是餐厅评估者的首选。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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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.