FACTORS AND PREFERENCES AFFECTING UNDERGRADUATE STUDENTS SELECTION OF GRAB FOOD DELIVERY SERVICE

This study investigates the factors influencing college students' choice of food delivery service providers. As the online food delivery market expands, understanding student preferences is pivotal for this sector. We surveyed 128 university students, focusing on factors such as service quality, price, menu diversity, convenience, and digital experience. Our findings reveal that service quality ranks highest, followed by price, suggesting that while students value superior services, they are also cost-sensitive. Menu diversity emerged as another vital aspect, reflecting students' interest in a wide range of cuisines. Convenience and digital experience, though slightly less important, significantly influence the choice, emphasizing the need for easy-to-use, efficient platforms. This study offers valuable insights for food delivery businesses, suggesting a focus on service quality, competitive pricing, diverse menus, user-friendly digital interfaces, and convenience to attract and retain student customers. Future research should explore the global applicability of these findings.