Deconstructing online food delivery qualities: customers' needs analysis through the Kano model

• Main Author: Limierta, Jessica
• Other Authors: Teo Chee Chong
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2022
• Subjects: Engineering::Maritime studies
• Online Access: https://hdl.handle.net/10356/163755
• Institution: Nanyang Technological University

Purpose – This study assesses the impacts of food quality, service quality, and e-service quality of online food delivery on customers’ satisfaction by deconstructing the online food delivery qualities into various attributes and applying the qualitative and quantitative method of the Kano model. Owing to the fierce competition among online food delivery providers that arose and exacerbated by the COVID-19 outbreak, this study explores the attributes that customers prefer when engaging in online food delivery services and their sentiments towards the online food delivery attributes. Design/Methodology/Approach – A structured questionnaire is designed and its results are analysed following the Kano method proposed by Kano et al. (1984). 386 valid responses are obtained from an online panel in Singapore. The results are assessed based on the Kano category assigned and the quantitative analysis is done using the satisfaction-performance functions proposed by Wang and Ji (2010). Findings – Online food delivery qualities are deconstructed into twenty-one attributes reflecting food quality, service quality, and e-service quality. Generally, attributes that yield higher customers’ satisfaction at high performance level, tend to yield higher dissatisfaction at low performance level while attributes that yield lower satisfaction at high performance level, tend to yield lower dissatisfaction at low performance level. Practical implications – The findings in this study enables key online food delivery players to identify and prioritize on certain attributes that can improve their services to attract and retain customers. The online food delivery players can optimise the logistics supporting the provisions of desired quality of delivered food in terms of temperature, packaging, visual, and flavour. They can also better allocate resources to meet the basic needs of customers and the additional attributes to further increase customers’ satisfaction.