THE IMPACT OF SERVICE QUALITY ON CUSTOMER LOYALTY TOWARD FOOD DELIVERY APPLICATIONS SERVICES IN MUEANG CHIANG MAI: THE MEDIATING ROLE OF CUSTOMER SATISFACTION
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This study examines the impact of service quality and customer satisfaction on customer loyalty toward food delivery services in Mueang Chiang Mai. The study uses a quantitative research design and collects data from food delivery users in Mueang Chiang Mai through an online questionnaire. The sample includes customers who have used food delivery services within the past three months. The research instrument measures service quality, customer satisfaction, and customer loyalty using a five-point Likert scale. Content validity is confirmed through the Index of Item–Objective Congruence, and reliability is tested using Cronbach’s alpha, which shows acceptable values. The data are analysed using hierarchical multiple regression analysis to examine both direct and indirect relationships among variables.
The findings show that service quality has a significant positive effect on customer loyalty and customer satisfaction. Customer satisfaction also has a significant positive effect on customer loyalty. However, the results indicate that customer satisfaction does not significantly mediate the relationship between service quality and customer loyalty. This suggests that service quality directly influences customer loyalty without relying strongly on satisfaction as a mediator. The study highlights the importance of consistent and reliable service performance in building customer loyalty in food delivery services. The findings provide useful insights for food delivery platforms and restaurants in improving service strategies and support future academic research in digital service marketing
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