Title: Selecting on-demand delivery apps: a case study from Thailand

Authors: Muhammad Syukur; Anchisa Kosumsuriya; Chatrudee Jongsureyapart

Addresses: School of Management, Mae Fah Luang University, Chiang Rai, Thailand ' School of Management, Mae Fah Luang University, Chiang Rai, Thailand ' School of Management, Mae Fah Luang University, Chiang Rai, Thailand

Abstract: This paper aims to prioritise factors affecting customers' decision making in selecting a particular mobile app for delivery services. It employs the analytic hierarchy process (AHP) with four selected factors: payment method (PM), functionality (FT), added value (AV), and firms' characteristics (FC) while the brand alternatives are line man, grab bike, and send ranger. The sample for this research is a total of 18 experienced customers who reside in Bangkok metropolitan city. It is found that added value is the strongest factor that affects customers' selection on mobile apps, followed by functionality, firms' characteristics, and payment method. The most preferred on-demand delivery app is send ranger.

Keywords: analytic hierarchy process; AHP; brand selection; technology acceptance model; TAM; Thailand.

DOI: 10.1504/IJPM.2020.10029500

International Journal of Procurement Management, 2020 Vol.13 No.3, pp.322 - 331

Received: 15 Feb 2019
Accepted: 17 Apr 2019
Published online: 29 May 2020 *

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