INDIVIDUAL ASSIGNMENT 1
Assignment 1 (10%)
Title of article review: Customer Satisfaction on Foodpanda Online Delivery
Application: A Systematic Literature Review
COURSE NAME
MASTER OF BUSINESS ADMINISTRATION
COURSE CODE
A11181
SUBJECT CODE:
GINV5113
SUBJECT NAME :
CREATIVITY AND INNOVATION
PREPARED BY:
STUDENT’S NAME : SITI FATIMAH AZ ZAHRA BTE ABU BAKAR ( M24701333 )
PREPARED FOR:
MADAM NADIA PARMILA BINTI YUNNUS
DATE SUBMISSION:
23/11/2024
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INTRODUCTION
The article, “Customer Satisfaction on Foodpanda Online Delivery Application: A Systematic
Literature Review,” by Nur Khairina Marsya Ahmad, Yasmin Nuraina Hamdan, Siti
Khuzaimah Abu Bakar, Jazira Anuar and Mohd Noor Azmin Akbarruddin, was published by
the Journal of Tourism Hospitality & Culinary Arts (2024) .The study examines the factors
influencing customer satisfaction with Foodpanda's online food delivery services in Malaysia,
focusing on three key areas: customer service quality, food variety, and promotional efforts.
By analyzing over 30 secondary sources, the authors aim to provide insights into improving
Foodpanda's service quality and customer retention.
SUMMARY OF THE ARTICLE
It is explained in the article that an emphasis is placed on food delivery platforms in this
research as the market for ordering and delivering food has grown significantly after
COVID-19 pandemic. It turns out that one of the popular platforms in Malaysia, foodpanda
makes every effort to ensure that the process of ordering and delivering food is seamless
and hassle free. It also points out that despite its wide reach within the market, customers
experience some degree of dissatisfaction, for a couple of reasons.
The authors highlights three major factors affecting customer satisfaction:
1. Customer Service Quality : The authors of the article emphasize the importance of service
in ensuring satisfaction and for retaining the customers. As much as Foodpanda is
convenient, the writer’s find concerns of slow feedback, refund inefficiencies and bad
customer service as critical in determining pain for impact. The excessive use of Chatbots
and other systems intended to address complaint resolutions consistently irritate clients and
customer retention rates drop as a result. there is no order confirmation message or
email that shows their order is successfully made. Many customers perceived that the
customer service from Foodpanda was poor(Gan et al., 2022). Therefore, this paper
investigates customer satisfaction on Foodpanda.
2. Food Variety : Foodpanda excels in offering a vast selection of food options, from
traditional Malaysian dishes to popular international favorites. Its collaborations with
well-known brands like McDonald's and Pizza Hut, along with partnerships with local
businesses, ensure that customers have plenty of choices. This extensive variety plays a
crucial role in enhancing customer satisfaction, as it meets a wide range of tastes and
preferences.
3. Promotional Offers : The article addresses the importance of promotions in acquiring new
customers and retaining them over time. Special programs like Panda Rewards that provide
discounts and points to customers are even more attractive. It is also been reported by the
authors that these promotional strategies do bring about the anticipated effect, particularly in
repeat usage and establishing customer loyalty
The study is based on secondary data obtained from relevant academic databases, reports
and the press. Filling in the gaps of trends and findings of previous research, the authors
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provide a thorough analysis of the factors determining customer terms and conditions
satisfaction towards Foodpanda.
ANALYSIS & REAL WORLD APPLICATIONS
The "4Ps of Innovation" framework—**Person, Press, Product, and Process**—offers a
useful way to examine innovation when looking at the article about Foodpanda's customer
satisfaction. Let's see how each element pushes new ideas forward in Foodpanda's
business approach:
1. Person (People Behind the Innovation)
People and teams drive innovation by bringing creativity, expertise, and insight to the
development process.
For Foodpanda:
1) Customers as Innovators : Customer feedback has a big impact on Foodpanda's
innovation. The company adapts its services to meet user expectations when
customers express dissatisfaction with things like refund processes or app usability.
2) Employees and Developers : The people who design the app and manage customer
service are key players. To illustrate, fixing problems like inefficient chatbot systems
would need creative solutions from the development team to build a support system
that's easier to use and more responsive.
Insight : To spark customer-focused innovation, it's essential to give staff the power to act
and seek out customer feedback.
2. Press (External Environment)
Press means outside forces that bring about chances or push for new ideas. These include:
• Rivalry from other businesses
• What's happening in the market
• How society is changing
1) Market Competition : Platforms like GrabFood and Shopee Food push Foodpanda to
keep coming up with new ideas to stay ahead. This rivalry leads to the launch of
perks like Panda Rewards and special deals.
2) Post-Pandemic Lifestyle : COVID-19 changed how people shop, boosting the need
for easy, no-contact food delivery. This outside pressure meant Foodpanda
had to adapt and grow, teaming up with grocery stores and starting services like
Panda Mart.
Insight : To stay relevant and grow, it's key to watch and react to outside trends and what
competitors are doing.
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3. Product (What You Are Selling)
As for Foodpanda, the product is its platform and service offerings itself: both have to
constantly develop with customers needs
1) Product Offering: Foodpanda innovates through a wide variety of cuisines,
beverage offerings and partners with popular brands and small businesses.
This variety keeps customers happy and encourages brand loyalty.
2) Features of App : The app in itself is a product which needs innovation.
Real-time order tracking, easy navigation & Panda Rewards loyalty program
make it a customer-friendly experience and incentivise frequent usage.
Insight : Continuous product innovation—be it more food choices, new features on the app
and improvements in delivery reliability—all go a long way towards keeping customers
happy and engaged.
4. Process (How It Is Done)
The process highlights the approaches and strategies adopted in the delivery of products or
services; there are as follow
1) Order Fulfillment Process : As part of its process innovation, Foodpanda’s concern is
food ordering and food delivery. Operations effectiveness is improved by
interconnecting easy to use payment systems and efficient rider logistics.
2) Customer Support Process : Changes are required in many other processes like
refund or complaint processes. It has been pointed out in the article, an absence of a
coherent chat system that is able to escalate issues and reliance on emails are
shortcomings that could be addressed by AI systems or even trained personnel
meeting customers face to face.
Insight : To improve functional and customer service processes, it is crucial to focus on the
control of these processes, bringing customers’ satisfaction and anchoring their loyalty.
Conclusion
The 4Ps—Person, Press, Product, and Process—are distinct yet united under one goal.
They register their potential in an orientation of change at Foodpanda. By utilizing customer
input (Person), adapting to external factors such as competition and changing trends
(Press), and exploring new avenues (Product) and new ways of providing and supporting
services (Process), Foodpanda is not stagnant but continuously evolves for better. Future
challenges are likely to become more AI-based customization, social responsibility focused,
and more engagement centered towards the clients in order to remain competitive within the
online food delivery industry.
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REFERENCES
Gan, K. H., Kuek, T. Y., Rout, K., Sharihan, N. N., Qanietah, N., Omar, O., & Ong, Y. R. (2022).
The Performance of Foodpanda: A study of customer’s perspective and satisfaction in Malaysia and
India. Journal of Community Development in Asia, 5(2).
https://doi.org/10.32535/jcda.v5i2.1498
