SERVICE QUALITY, SERVICE MIND AND SERVICE MANAGEMENT FACTORS AFFECTING CUSTOMERS REPURCHASE BEHAVIORS FOR FOOD DELIVERY IN KUNMING CITY MARKET OF CHINA

Abstract

The research identifies three key factors influencing customer repurchase behavior for food delivery: service quality, service mind, and service management. These factors, further divided into sub-variables such as timeliness of delivery, order accuracy, food quality, communication, attitude, skills, platform Reliability, pricing and policies, training and reserves were evaluated. This study quantitatively analyzed the data of 435 Chinese respondents, which were collected on social media through snowball sampling. The questionnaire contained multiple-choice questions and Likert five-point scales. Descriptive and inferential statistical methods were used for analysis. The results showed that service quality, service mind, and service management had a significant impact on customer repurchase behavior, supporting the research hypothesis.