Exploring Factors Driving Customer Retention and Advocacy in Food Delivery Apps – Data from a Public University in Vietnam

The research period spanned from September 2022 to January 2023 and resulted in 346 usable responses. The findings offer fresh insights into the university students' use of FDAs, a transforming digital technology in the food and beverage industry. The data set holds value for service providers, SMEs, and sellers on these platforms to better understand their target audience and attract more users, particularly university students. Furthermore, the dataset provides a foundation for further comparative studies to be conducted at other universities or countries.