Exploring consumer value in meal kit delivery: A mixed-method approach

Abstract

This study aims to investigate various types of values consumers experience within the meal kit delivery context, their influences on satisfaction and word-of-mouth (WOM), and the moderating effects of demographics between consumer values and satisfaction with a mixed-method approach. The qualitative study employed a critical incident technique that analyzed consumers' online reviews, resulting in 285 critical incidents. The analysis revealed five themes of consumer value unique to the meal kit usage, including excellence, convenience, monetary value, epistemic value, and self-esteem. The quantitative study from an online survey of 300 consumers used a structural equation modeling, which provided support for the influences of the five consumer values on satisfaction, subsequently enhancing consumers' WOM behavior. Besides, the multi-group analysis revealed that the impacts of consumer values on satisfaction depended on their marital status and household income. This study contributes to the consumer behavior literature in three areas. First, it expands the consumer value literature by identifying multiple dimensions of consumption values unique to meal kit delivery that gained popularity during the COVID-19 pandemic. Second, this study contributes to the consumer satisfaction and loyalty literature by demonstrating the impacts of different dimensions of values on consumer responses. Lastly, it expands our knowledge of consumer demographic characteristics that change the dynamics between consumer values and satisfaction. The findings provide valuable insights into the fast-growing meal kit industry and allow the service providers to better align their products/service attributes with the values consumers appreciate.