The hidden keys to customers satisfaction in the booming cloud kitchen industry of Bangladesh
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.10517Keywords:
Cloud Kitchens, Customer Satisfaction, Delivery Speed, Quality, Customer Service, Pricing Strategy, Social ComparisonAbstract
This study explores the most influential factors of consumer satisfaction in the thriving cloud kitchen business in Bangladesh, considering changing perceptions and advancements in technology. We've looked at how these factors such as price, quality, delivery speed, customer service, and social comparison affect satisfaction in the Bangladeshi market. The objective of this study is to provide in-depth knowledge of the factors significantly affecting consumer satisfaction regarding the food delivery industry. Thus, our research question is: What are the factors affecting consumer satisfaction related to cloud kitchens in Bangladesh? To establish causal relationships among latent variables found, this research used a quantitative approach through a non-experimental design. The respondents, selected by a random sampling procedure, resulted in a total sample of 308 people. Data were collected through survey questionnaire and 5-point Likert scale and were analyzed using SEM procedures. The study indicates criteria such as price, quality, speed of delivery, customer service, and social comparison predominantly affect consumer satisfaction. However, the present study indicated that when quality and service are excellent, cost mostly becomes irrelevant in affecting the overall consumer happiness. The study has looked afresh at the cloud kitchen operation regarding the importance of price, quality, delivery speed, customer service, and social comparison, along with their effect on consumer happiness. It differs from the usual price-based models and charts unexplored territories; it offers new insights into the world of cloud kitchens.
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