Improving online food ordering and delivery service quality by managing customer expectations: evidence from Italy

Abstract

PurposeSince the outbreak of the Covid-19 pandemic, many restaurants and catering businesses have introduced or improved online food ordering and delivery services (OFODSs). This study aims to identify service quality expectations about OFODSs, to examine their content and to suggest management strategies to meet these expectations.Design/methodology/approachAdopting a qualitative method, four focus groups were conducted amongst Italian users of OFODSs.FindingsThe results reveal three dimensions of expectations, each comprising two categories that can be set along a continuum: (1) basicness of expectations (ranging from implicit to explicit), (2) accuracy of expectations (ranging from fuzzy to precise) and (3) attainability of expectations (ranging from realistic to unrealistic). Content may refer to technical, social, economic, legal and technological aspects. To meet customer expectations, the following strategies are suggested: customer reassurance, flexibility, continuous improvement, customer education, adaptation to customers' requirements and monitoring of exceptions.Practical implicationsThis study provides specific activities in which restaurants and catering businesses could invest to enact the management strategies that emerged from the analysis.Originality/valueThis paper proposes a new classification of expectations and framework for improving OFODS quality by managing customer expectations.

An analysis of British Michelin-starred restaurants: guests' online reviews

“…, 2023). Service quality holds significant importance as it directly influences consumers' future purchasing decisions (Bonfanti et al. , 2023).…”

“…Moreover, the significance of location and overall experiences is also highlighted. Recognizing customer experiences is of utmost importance for restaurant owners, as it is closely linked to "customer loyalty" and "brand image" (Ding et al, 2022), which ultimately impact the financial sustainability and long-term survival of the establishment (Bonfanti et al, 2023). Notably, the quality of food served by restaurants stands out as one of the most influential factors shaping dining experiences (Kim et al, 2020).…”

“…Recognizing customer experiences is of utmost importance for restaurant owners, as it is closely linked to “customer loyalty” and “brand image” (Ding et al. , 2022), which ultimately impact the financial sustainability and long-term survival of the establishment (Bonfanti et al. , 2023).…”

“…The success of a restaurant relies on three interrelated factors: service delivery, value and overall satisfaction (Malik et al, 2020;Koay et al, 2022;Khoshkam et al, 2023). Service quality holds significant importance as it directly influences consumers' future purchasing decisions (Bonfanti et al, 2023). Clients primarily assess the value based on pricing and the benefits received, and the value perceived is directly linked to the likelihood of future visits (Konuk, 2019).…”

Mobi̇l Yemek Si̇pari̇şi̇ Uygulamalarinin Terci̇h Edi̇lme Kri̇terleri̇ni̇n Anali̇zi̇

“…Ek olarak, ilgili çalışma, farklı kişiselleştirme stratejilerinin (yani içerik kişiselleştirme, işlevsel kişiselleştirme ve sistem odaklı kişiselleştirmenin), müşteri memnuniyeti yaratmak için yararlı birer araç olduğunu göstermiştir. Çevrimiçi yemek siparişi ve dağıtım hizmetleri sunan platformlar müşteri beklentilerini karşılamak için müşteri güvencesi, esneklik, sürekli iyileştirme, müşteri eğitimi, müşteri gereksinimlerine uyum ve kişiselleştirme süreçlerinin izlenmesi stratejilerini dikkate almalıdır (Bonfanti, Rossato, Vigolo & Vargas-Sánchez, 2023). Mobil uygulamalar üzerinden alışverişe yönelik tüketici tutum ve deneyimi, gelecekteki alışveriş niyetini etkileyen en alakalı faktörler arasındadır (Bigné, Ruiz & Sanz, 2007).…”