Unveiling consumers' nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis
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 effe...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2024
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/178206 |
| _version_ | 1811686800210526208 |
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| author | Ma, Bohao Limierta, Jessica Teo, Chee-Chong Wong, Yiik Diew |
| author2 | School of Civil and Environmental Engineering |
| author_facet | School of Civil and Environmental Engineering Ma, Bohao Limierta, Jessica Teo, Chee-Chong Wong, Yiik Diew |
| author_sort | Ma, Bohao |
| collection | NTU |
| description | 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. |
| first_indexed | 2024-10-01T05:06:10Z |
| format | Journal Article |
| id | ntu-10356/178206 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T05:06:10Z |
| publishDate | 2024 |
| record_format | dspace |
| spelling | ntu-10356/1782062024-06-05T06:47:50Z Unveiling consumers' nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis Ma, Bohao Limierta, Jessica Teo, Chee-Chong Wong, Yiik Diew School of Civil and Environmental Engineering Business and Management Engineering Online food delivery Consumer research 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. Nanyang Technological University This study is supported by the Transport Research Centre at Nanyang Technological University 2024-06-05T06:47:49Z 2024-06-05T06:47:49Z 2024 Journal Article Ma, B., Limierta, J., Teo, C. & Wong, Y. D. (2024). Unveiling consumers' nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis. British Food Journal, 126(2), 834-863. https://dx.doi.org/10.1108/BFJ-06-2023-0503 0007-070X https://hdl.handle.net/10356/178206 10.1108/BFJ-06-2023-0503 2-s2.0-85181669947 2 126 834 863 en British Food Journal © 2023 Emerald Publishing Limited. All rights reserved. |
| spellingShingle | Business and Management Engineering Online food delivery Consumer research Ma, Bohao Limierta, Jessica Teo, Chee-Chong Wong, Yiik Diew Unveiling consumers' nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis |
| title | Unveiling consumers' nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis |
| title_full | Unveiling consumers' nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis |
| title_fullStr | Unveiling consumers' nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis |
| title_full_unstemmed | Unveiling consumers' nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis |
| title_short | Unveiling consumers' nonlinear evaluation of service performances in online food delivery: a quantitative Kano analysis |
| title_sort | unveiling consumers nonlinear evaluation of service performances in online food delivery a quantitative kano analysis |
| topic | Business and Management Engineering Online food delivery Consumer research |
| url | https://hdl.handle.net/10356/178206 |
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