Examining Customer Satisfaction Drivers in Online Food Delivery: Evidence from Malaysia

Online food delivery (OFD) platforms have significantly transformed customer experiences in Malaysia, particularly during and after the COVID-19 pandemic. This study aims to examine the key determinants influencing customer satisfaction with Foodpanda services in Malaysia. A quantitative research design was employed, and data were collected from 200 respondents through an online survey. Multiple linear regression analysis was conducted using SPSS to test the proposed model. The results indicate that trust (β = 0.318, p < 0.001), perceived usefulness (β = 0.293, p < 0.001), and price fairness (β = 0.292, p < 0.001) have significant positive effects on customer satisfaction, while convenience (β = 0.013) and service quality (β = 0.061) show no significant influence. The model demonstrates strong explanatory power (R² = 0.788; F = 149.272, p < 0.001), confirming that customer satisfaction is primarily driven by psychological confidence, functional efficiency, and perceived value rather than operational convenience or service delivery aspects alone. These findings extend the technology acceptance model (TAM) in the context of OFD and provide practical insights for managers to enhance platform reliability, ensure data security, implement transparent pricing strategies, and strengthen long-term customer engagement and loyalty.