A study of factors affecting customer loyalty of healthy delivery food

The food delivery service has become increasingly popular across the world due to the change in lifestyle of the new generation which requires better time management along with convenience due to the lack of work-life balance. Despite the lack of work-life balance, many people started to focus on a healthy lifestyle. However, the health food options provided in the food delivery service are still lacking behind other growing option in the food delivery service. This might be the result of the invisible barriers that cause this delay in the growth of this type of food. In this study, the barriers were investigated using analytical tools both qualitative and qualitative to identify the barriers for healthy food options in the online channels. This study focused on the understanding of the customer profile and demographic information to understand and identify the key factor which leads to customers purchasing delivery food either healthy or regular food. Moreover, the decision making behind the purchasing delivery of healthy food also explored in order to obtain a clear understanding of the barriers and factors influence customers purchasing healthy food through that particular channel. Finally, the suggestions to increase the customer retention toward the delivery of healthy food were created using the analyzed and review data. Qualitative research and quantitative research were used in this study to explore purchasing and attitudes toward healthy food through delivery channels. Secondary research and in-depth interviews were used in the qualitative research. Questionnaires were used in order to gather data for the descriptive research. The obtained data from the secondary and in-depth interviews were used to develop a questionnaire. The collected data from the questionnaire were analyzed using the Statistical Package for the Social Sciences (SPSS) software. The results showed that there were four key purchasing factors for customer loyalty including ingredients which had the significantly positive impact of purchasing retention, meaning the more they concern in ingredient, the more they purchase again in the next time. While Freshness, Nutrition and Online exclusive menus are impacted negatively to customer retention significantly. However, There are significantly different factors between heavy and light users. The result showed that heavy users give more significant importance to freshness, nutrition information and certificated than light users. The price is a big factor in a healthy food market and delivery platform, therefore, it is crucial to set the price of the product to be affordable and also have promotion. Moreover, detailed ingredients in the delivery platform can also boost the credibility of the store and show the quality of the ingredients. Each type of healthy food categories have its own unique factors to be considered. For the single purchase category, some of the most important factors to be considered are taste, freshness, and punctuality. For the categories of course meal, smoothie bowl, and yogurt promotion and online exclusive menu are the top factors that has positive impact on the customer satisfaction. For healthy snack and dessert, they have similar positive factors of the freshness, price, and promotion which can lead to customer satisfaction. Lastly, beverage, the most important factor is the delivery time which compared to other factor such as freshness and price.