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9 BACKGROUND: Recently, because of the COVID-19 pandemic, customer sentiment has evolved as the new “normal” for food consumption—as it affects customer behavioral change, including the way customers eat. Therefore, understanding customer demands and needs will help food delivery aggregators and retailers produce sustainable, competitive advantage and drive profitability. 10

Are there any key factors that encourage food delivery applications use during the COVID-19 pandemic in Thailand and the role of HRM?