Delivering Delight: Analyzing Luxury Consumer Satisfaction with Home-Delivered Premium Ingredients for Exquisite Home Cooking in Bangkok

Abstract

There was an increase in demand for high-quality ingredients delivered for home cooking in response to the COVID-19 pandemic. Even after the pan-demic, this shift in customer demand is ongoing. The purpose of this study was to develop a conceptual framework to identify the factors influencing luxury consumer satisfaction with the consumption of premium home cooking ingredients during and after the Covid-19 pandemic, with a focus on the Bangkok metropolitan area. The American Customer Satisfaction Index (ACSI) model was used to define factors influencing customer satisfaction when purchasing fresh premium ingredients. This study highlights five antecedent factors of customer satisfaction: customer expectation, perceived quality of food, perceived quality of services, perceived value with an emphasis on luxury, and various relevant indicators. Nine key hypotheses were identified while developing the framework model, creating the possibilities for relationship verification. Indicators were then developed to measure consumer expectations of home delivery premium ingredients in terms of quality, value, and satisfaction.