PERFORMANCE OF MOBILE DELIVERY APPS AT SHAKEY'S QUEZON CITY: A COMPARATIVE STUDY

Abstract

In this study, assess how well Shakey's performs in delivering orders through mobile apps in Quezon City. This study will look at customer satisfaction by surveying users of Shakey's Super App, GrabFood, and Foodpanda to identify areas for improvement in the delivery service. The researchers conducted a descriptive study using a quantitative approach through a survey. They employed a convenience sampling technique to gather data from 30 Shakey's Quezon City customers who used in-house and tie-up mobile delivery apps. In findings of this study, the researchers examined user demographics and satisfaction with an in-house and tie-up delivery app. The study found that the in-house app users were more spread across age groups, while the tie-up app users skewed younger and slightly more female. Despite this difference, users from both groups rated the app highly on all aspects, with both achieving "High efficiency" scores. Since there wasn't a statistically significant difference in ratings, the researchers focused on maintaining user satisfaction through strategies that improve responsiveness, assurance, empathy, tangibles, and reliability. These findings could suggest that investigating the tie-up app's strengths in design and user experience could benefit the in-house app. To enhance the user experience and foster long-term customer satisfaction for Shakey's Quezon City mobile delivery app, a comprehensive strategy should be implemented, focusing on design improvements, personalized experiences, and user engagement.​  1. Analyze and Integrate Design Elements: Given that the partnered delivery app received slightly higher user satisfaction scores, a detailed analysis of its design and user experience is essential. Identify features that resonate with users, such as intuitive navigation, appealing visuals, and responsive interfaces. Incorporate these elements into the in-house app to create a more engaging and user-friendly experience.​  2. Implement Personalization Strategies: Utilize customer data to offer personalized recommendations and promotions. By analyzing order histories and preferences, the app can suggest relevant menu items, enhancing user satisfaction and encouraging repeat orders. For instance, AI-powered QR code menus can provide personalized dish and drink recommendations based on customers' past orders, streamlining the ordering process and minimizing decision fatigue.   3. Develop a Loyalty Program: Introduce a loyalty program that rewards repeat customers. Offer incentives such as points for each order, which can be redeemed for discounts, free deliveries, or exclusive promotions. Gamifying the loyalty program can further boost engagement by making it more interactive and rewarding. Fast-food apps have successfully utilized loyalty programs to enhance customer retention by remembering favorite orders, suggesting new items, and tracking rewards.  4. Enhance User Onboarding and Education: Simplify the registration process and provide interactive tutorials to help new users navigate the app's features effectively. Offering welcome discounts or free delivery on the first order can motivate users to engage with the app immediately.​  5. Optimize App Performance: Ensure the app loads quickly and operates smoothly, minimizing any technical issues that could frustrate users. Fast loading times and a seamless interface are crucial for retaining customers and encouraging frequent use.​  6. Provide Real-Time Order Tracking: Incorporate real-time GPS tracking for deliveries, allowing customers to monitor their orders from preparation to arrival. This feature enhances transparency and trust, leading to higher satisfaction levels.​  7. Engage Users with Targeted Communications: Utilize push notifications and email campaigns to keep users informed about special promotions, new menu items, and personalized deals. Tailored messages based on user behavior can increase engagement and drive repeat business. For example, location-based services can send customized offers when users are near a Shakey's outlet, enhancing the relevance of the communication. ​  8. Offer Flexible Delivery Options: Provide various delivery time slots and options, including scheduled deliveries, to accommodate different customer preferences. Ensuring timely and convenient delivery enhances the overall user experience.​  9. Establish Exceptional Customer Support: Offer responsive customer support through multiple channels, such as live chat, email, and phone. Addressing user concerns promptly and effectively can prevent churn and build brand loyalty.​  10. Continuously Collect and Act on Feedback: Regularly solicit user feedback through surveys or in-app prompts to identify areas for improvement. Acting on this feedback demonstrates a commitment to user satisfaction and helps refine app features to better meet customer needs.​  By implementing these strategies, Shakey's Quezon City can enhance its mobile delivery app's user experience, leading to increased customer loyalty and sustainable growth.