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Customers’ experiences of fast food delivery services: uncovering the semantic core benefits, actual and augmented product by text mining

Thorsten Teichert (Chair of Marketing and Innovation, Faculty of Business, Economics and Social Sciences, University of Hamburg, Hamburg, Germany)
Sajad Rezaei (Department of Marketing and Enterprise, Worcester Business School, University of Worcester, Worcester, UK)
Juan C. Correa (University of Economics, Prague, Czech Republic) (Department of Management, Faculty of Business Administration, Fundación Universitaria Konrad Lorenz, Bogota, Colombia)

British Food Journal

ISSN: 0007-070X

Article publication date: 5 May 2020

Issue publication date: 12 October 2020

3229

Abstract

Purpose

This study conceptualizes food delivery services as service mix decisions (SMDs) and illustrates a data-driven approach for the analysis of customers' written experiences.

Design/methodology/approach

Web scraping, text mining techniques as well as multivariate statistics are combined to uncover the structure of the three tiers of SMD from consumers' point of view.

Findings

The analyses reveal that fast food delivery is not primarily about speed but that there are four distinct experiential factors to be considered for SMDs. Fast food delivery services are associated both with the actual product (i.e. product issues and brand satisfaction) and with the augmented product (payment process and service handling).

Originality/value

Findings demonstrate the relevance of SMDs in omnichannel food retail environments and guide researchers in multistage analyses of consumers' online food reviews.

Keywords

Citation

Teichert, T., Rezaei, S. and Correa, J.C. (2020), "Customers’ experiences of fast food delivery services: uncovering the semantic core benefits, actual and augmented product by text mining", British Food Journal, Vol. 122 No. 11, pp. 3513-3528. https://doi.org/10.1108/BFJ-12-2019-0909

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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