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The purpose of this study is to understand which factors affect customer satisfaction as well as future behavioral intention in online food ordering. A conceptual model was developed to assess the effect of factors on customer satisfaction. The dimensions of online service quality are identified through existing literature. The study employed a quantitative research design collecting data via convenience sampling. Data were analyzed by regression model to test the proposed hypotheses. The results show that website quality, delivery, and food quality explain the satisfaction of customers for online food ordering, which, in turn positively affects future behavioral intentions.

UNDERSTANDING ONLINE FOOD ORDERING: HOW THE PROCESS RESULTS IN SATISFACTION OF THE CUSTOMERS