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.随着新一代人群生活方式的转变——他们亟需更高效的时间管理，且因工作与生活失衡愈发追求便捷性，外卖服务在全球范围内日益普及。尽管普遍面临工作生活失衡的困境，许多人仍开始注重健康生活方式。然而，外卖平台提供的健康食品选择，仍滞后于外卖服务中其他品类的增长速度。这一现象可能源于阻碍该类食品发展的隐性壁垒。 本研究采用定性与定量结合的分析工具，对这类壁垒展开调查，以识别线上渠道中健康食品选择所面临的阻碍。本研究聚焦消费者画像与人口统计信息，旨在理解并识别影响消费者选择外卖健康食品或常规食品的关键因素。此外，本研究还探讨了消费者选择外卖健康食品的决策逻辑，以清晰掌握通过该特定渠道购买健康食品的阻碍因素与影响因子。最后，基于分析与梳理所得数据，提出提升健康食品外卖客户留存率的相关建议。 本研究结合定性研究与定量研究方法，探究消费者通过外卖渠道购买健康食品的行为与态度。其中，定性研究采用二手资料调研与深度访谈法，描述性研究则通过问卷收集数据；二手资料与深度访谈所得数据用于开发调研问卷。问卷采集的数据集采用社会科学统计软件包（Statistical Package for the Social Sciences, SPSS）进行分析。 研究结果显示，影响客户忠诚度的四大关键购买因素中，食材关注度对复购意愿具有显著正向影响，即消费者对食材的关注度越高，后续复购意愿越强。而新鲜度、营养信息与线上专属菜单则对客户留存率产生显著负向影响。此外，重度与轻度外卖消费者的关键影响因素存在显著差异：重度消费者对新鲜度、营养信息及认证标识的重视程度显著高于轻度消费者。 价格是健康食品市场与外卖平台的核心影响因素，因此制定亲民的产品定价并搭配促销活动至关重要。此外，在外卖平台展示详细的食材信息，亦能提升门店可信度，凸显食材品质。 不同品类的健康食品，其需考量的关键因素各有特色。单次消费品类中，口味、新鲜度与配送准时性为三大核心考量因素；套餐餐、思慕雪碗与酸奶品类中，促销活动与线上专属菜单是影响客户满意度的首要正向因素；健康零食与甜点品类，则以新鲜度、价格与促销活动作为提升客户满意度的相似正向影响因子；最后，饮品品类中，配送时效相较于新鲜度与价格等因素，为最关键的影响因素。