The emergence of ghost kitchens: A study of customers’ purchase intentions on using ghost kitchen services during the COVID-19 pandemic in Metro Manila
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ID: 285644
2023
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Abstract
The emergence of ghost kitchens, also known as virtual kitchens or cloud kitchens, is a rapidly growing trend in the food service industry. This study has explored the impact of ghost kitchens in the Philippines and identified key factors that significantly influence customer purchase intention. The results of this study provide valuable insights for ghost kitchen operators, food delivery apps, and policymakers in the food industry. The findings suggest that customers place a high value on trust in health authorities, perceptions of food security, customer engagement, and solidarity with the food sector. These factors significantly influence customer purchase intention, indicating the need for ghost kitchen operators to prioritize these aspects in their operations. Additionally, the credibility of food delivery apps and quality standards were found to have positive effects on customer purchase intention, although not statistically significant when examined together with other factors. Overall, this study contributes to the growing body of literature on ghost kitchens and provides valuable insights for businesses and policymakers in the food industry. This study highlights the potential of ghost kitchens to meet the evolving needs and preferences of customers, particularly in the context of the ongoing COVID-19 pandemic. The convenience and accessibility offered by ghost kitchens, along with the perceived safety and quality of their food offerings, have made them increasingly popular among customers
Keywords: Ghost Kitchens, customer purchase intention, trust in health authorities, perceptions of food security, customer engagement, solidarity with the food sector, credibility of food delivery apps and quality standards
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| Authors | Yap, Patrick Henry G. |
| Journal | Malay Journal |
| Year | 2023 |
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| Keywords | Keywords not found |
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