Advisers

Deanielle B. Mangahas, LPT

Discipline

Hospitality Management

Abstract

The rapid growth of food delivery services has transformed consumer purchasing behavior, yet differences in customer preferences between tech-enabled and traditional landline delivery methods remain insufficiently examined. This study aimed to compare customer preferences for tech-enabled and traditional landline delivery services and to determine the factors influencing these preferences in terms of convenience, speed, accessibility, reliability, and ease of use, as well as the relationship between demographic profile and service preference. A quantitative descriptive-correlational research design was employed. Data were collected from 60 respondents using a structured survey questionnaire. Respondents were equally divided between users of tech-enabled and traditional landline delivery services. Statistical tools including frequency, percentage, composite mean, and Spearman’s rho correlation were used to analyze the data. The findings revealed that younger respondents predominantly preferred tech-enabled delivery services, while older respondents favored traditional landline ordering. Female respondents comprised the majority of the total sample. In terms of influencing factors, convenience (3.34) and ease of use (3.37) were rated “Strongly Agree,” while speed (3.20), accessibility (3.33), and reliability (3.09) were rated “Agree.” Tech-enabled services consistently obtained higher mean scores across most indicators, particularly in order confirmation and system efficiency, whereas traditional landline services were valued for direct communication clarity. Among demographic variables, only educational attainment showed a significant relationship with customer preference. The results suggest that both delivery methods remain relevant; however, tech-enabled platforms are generally perceived as more efficient and user-friendly. Service providers are encouraged to enhance reliability, manage peak-hour delays, and maintain accessible support systems. The study contributes to a better understanding of consumer behavior in the evolving food delivery industry and may serve as a reference for future research on service quality and technology adoption.

Keywords

customer preferences, food delivery services, tech-enabled and traditional delivery