Customer Journey That Influences Consumers’ Choices of Restaurants via Grab Food Application in Muang District, Chiang Mai Province

Abstract

The objectives of this quantitative research were to explore consumers' behaviors in using restaurant services via the Grab Food application and to investigate customer journey strategy that influences consumers’ choices of restaurants via the application in Muang district, Chiang Mai province. The data were collected using an online questionnaire obtained from 385 samples who had used restaurant services via the Grab Food application in Muang district, Chiang Mai Province and were statistically analyzed for frequency, percentage, and standard deviation. The multiple regression analysis was also conducted. The research results revealed that most of the sample group liked to order Thai food; and convenience was the main reason for ordering with the frequency of one to two times a week. The average expense was 101 to 200 baht a time and the opportunity of buying was on a regular basis for personal and/or family consumption. The channel to know restaurants the most was through the application and the individual influencing the decision to buy food the most was oneself. For the customer journey strategy, the factors influencing the decision to buy food via the application were Act, Ask, Appeal, Advocate, and Aware.