The Determinants and Barriers of Outsourcing Third-Party Online Delivery : Perspectives of F&B Entrepreneurs in Malaysia

Sin, Kit Yeng and Lo, May-Chiun and Abang Azlan, Mohamad (2021) The Determinants and Barriers of Outsourcing Third-Party Online Delivery : Perspectives of F&B Entrepreneurs in Malaysia. Journal of Asian Finance, Economics and Business, 8 (5). pp. 979-986. ISSN 2288-4645

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Online food delivery and food delivery apps have continued to grow exponentially in Malaysia. Fundamental aspects in entrepreneurship of the food and beverage industry, such as knowledge and attitudes towards online food delivery services being outsourced, have yet to be extensively recognized. The present study intends to explore this area of subject matter within the Malaysian context by using behavioral reasoning theory. The actual interview for this study took place in May 2020, and 14 interviews had been carried out. All interviews were audio-recorded with the consent from the respondents for reference purposes and subsequently transcribed verbatim. The transcripts were then checked against audio records. Content analysis was used to analyze the transcripts by focusing on n frequency counts and coding of themes. A qualitative method has been adopted by employing an interview to elicit the perspectives of entrepreneurs from Sarawak on the determinants and barriers in outsourcing online food delivery services. Results indicate that high potential in revenue, broad exposure to reach customers, convenience, and provision of job opportunities are the four factors that determine to outsource. In contrast, food quality maintenance, trustworthiness, high cost incurred, and consumer technology resistance are four factors that serve as barriers towards outsourcing third-party online delivery.

Item Type: Article
Uncontrolled Keywords: Outsourcing, Entrepreneurs, Determinants, Barriers, Behavioural Reasoning Theory.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Depositing User: Kit Yeng
Date Deposited: 18 May 2021 07:53
Last Modified: 27 May 2021 10:30

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