Unveiling consumers’ nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis
ISSN: 0007-070X
Article publication date: 20 November 2023
Issue publication date: 8 January 2024
Abstract
Purpose
The study proposes an evaluation model that allows quantitative characterization of the effects of service quality on consumer’s satisfaction for online food delivery (OFD) services in a nonlinear manner. As such, the authors endeavor to bridge the research-to-practice gaps whereby the effect magnitudes and nonlinear patterns of service quality have been overlooked in the current literature.
Design/methodology/approach
The quantitative Kano method is adopted. A Kano questionnaire was first developed by synthesizing and operationalizing existing evidence on OFD service qualities. The questionnaire solicited consumers’ evaluations of 21 OFD service attributes, and it was distributed to an online panel in Singapore. With 580 valid responses, the functions that quantitatively depict effects of each attribute on consumer’s satisfaction were subsequently derived.
Findings
The results reveal that among Singaporean consumers, food quality, reliability of delivery, responsiveness of customer support, ease-of-use of digital interfaces and promotions are pivotal attributes contributing to above-average satisfaction improvement across all performance levels. Meanwhile, delivery riders’ attitudes and real-time tracking functions emerge as substantial contributors to satisfaction at high-performance levels.
Practical implications
The findings provide crucial insights for OFD practitioners in Singapore in resource prioritization and service optimization. This study demonstrated the importance of streamlining customer support services and focusing on the utilitarian aspects of OFD services. Moreover, these results can be employed in advanced service improvement procedures, providing a roadmap for future OFD service enhancements.
Originality/value
This study pioneers the development of a quantitative quality evaluation model in the OFD context. With the established quantitative Kano model, the study addresses the omission of effect magnitudes and nonlinear patterns of service quality. It highlights the transition from a binary “does it affect satisfaction” to a more nuanced “how much does it affect satisfaction” approach, offering a robust understanding of consumer’s satisfaction dynamics.
Keywords
Acknowledgements
This study is supported by the Transport Research Centre at Nanyang Technological University.
Citation
Ma, B., Limierta, J., Teo, C.-C. and Wong, Y.D. (2024), "Unveiling consumers’ nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis", British Food Journal, Vol. 126 No. 2, pp. 834-863. https://doi.org/10.1108/BFJ-06-2023-0503
Publisher
:Emerald Publishing Limited
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