Investigating the Factors that Drive the Success of Halal Cloud Kitchen in Bangladesh
DOI:
https://doi.org/10.23917/jisel.v7i02.5295Keywords:
Online Food Services, Food Quality, Packaging, Halal Cloud KitchenAbstract
With the integration of new technologies, various industries, including the food sector, are experiencing significant transformations. The emergence of Cloud Kitchens represents a notable technological shift within the food industry. This research endeavors to uncover the key factors contributing to the success of the Halal Cloud Kitchen sector in Bangladesh. To achieve this, a structured survey questionnaire was designed and distributed through Google Forms. Three hundred twenty-three responses were gathered using the snowball sampling method and utilized in hypothesis testing employing multiple linear regression. The findings indicate that, among the six variables considered,food quality, packaging, and discounts substantially influence the prosperity of Halal Cloud Kitchens. In contrast,the remaining variables were found to be insignificant. Finally,this study analyzes critical success criteria for Halal Cloud Kitchens in Bangladesh, highlighting food quality, innovative packaging, and strategic discounts. It provides practical suggestions for improving business efficiency and competitiveness, identifying limitations, and suggesting future research areas.
Downloads
References
Ahmed Khan, T., Arman Khan, S., Haque, S., & Ayub, Md. F. (2022). A study on the prospect of the Cloud Kitchen Model in Dhaka. International Journal of Business and Management, 18(1), 46. https://doi.org/10.5539/ijbm.v18n1p46
Alam, A., Sukmana, R., Sholikah, N., & Jim, M. R. (2024). Sharia Swimming Pool: A Practice and the Factors that Affect Consumers. Indonesian Journal of Halal Research, 6(1), 1–12. https://doi.org/10.15575/ijhar.v6i1.14471
Amanah, D., & Harahap, D. A. (2018). Examining the effect of product assortment and price discount toward online purchase decision of university student in Indonesia. Jurnal Manajemen Dan Kewirausahaan, 20(2), 99-104.
Andriany, D., & Arda, M. (2021, January). The Effect of Discount Prices Toward Impulse Buying Halal Food On Go Food Consumers in Medan. In Proceeding International Seminar of Islamic Studies (Vol. 2, No. 1, pp. 54-61).
Ang, S. H., Lee, Y. H., & Leong, S. M. (2007). The ad creativity cube: Conceptualization and initial validation. Journal of the Academy of Marketing Science, 35(2), 220-232.
Baack, D. W., Wilson, R. T., van Dessel, M. M., & Patti, C. H. (2016). Advertising to businesses: Does creativity matter?. Industrial Marketing Management, 55, 169-177.
Belch, G. E., & Belch, M. A. (2007). Advertising and Promotion: An integrated marketing communication, Perspective. New York: e McGraw-Hill Companies.
Bender, K. E., Badiger, A., Roe, B. E., Shu, Y., & Qi, D. (2022). Consumer behavior during the COVID-19 pandemic: An analysis of food purchasing and management behaviors in U.S. households through the lens of Food System Resilience. Socio-Economic Planning Sciences, 82, 101107. https://doi.org/10.1016/j.seps.2021.101107
Dholakia, R. R., & Zhao, M. (2010). Effects of online store attributes on customer satisfaction and repurchase intentions. International journal of retail & distribution management.
Gupta, M. (2019). A Study on Impact of Online Food delivery app on Restaurant Business special reference to zomato and swiggy. International Journal of Research and Analytical Reviews, 6(1), 889-893.
Gomes, V. (2020). Halal Cloud Kitchens: Future of food delivery services. The Daily Star. https://www.thedailystar.net/
Ha, J., & Jang, S. S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International journal of hospitality management, 29(3), 520-529.
Halik, A., & Nugroho, M. (2022). The Role of Consumer Pleasure Moderating the Effect of Content Marketing and Price Discount on Online Shopping Decision and Loyalty of Generation Z. Media Ekonomi dan Manajemen, 37(1), 35-54.
How important is eco-friendly packaging? Green Journal. (2020, January 20). Retrieved December 20, 2022, from https://www.greenjournal.co.uk/2020/01/how-important-is-eco-friendly-packaging/
Hutter, K. (2015). Unusual location and unexpected execution in advertising: A content analysis and test of effectiveness in ambient advertisements. Journal of Marketing Communications, 21(1), 33-47.
Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. International Journal of Scientific and Technology Research, 9(3), 1569-1577.
Jim, M. R., & Alam, M. I. (2023). Factors Contributing to the Purchase Intention of Halal Fragrances (Ator): A Study on Dhaka City. Global Management Journal for Academic & Corporate Studies, 13(2), 45-63.
Ketelsen, M., Janssen, M., & Hamm, U. (2020). Consumers’ response to environmentally-friendly food packaging-A systematic review. Journal of Cleaner Production, 254, 120123.
Kholis, N., & Ma'rifa, A. (2021). The Influence of price and income on purchase decisions among fast-food consumers: the mediating effect of lifestyle.
Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of Marketing (17th Global Edition). Pearson Education Limited
Lastner, M. M., Fennell, P., Folse, J. A., Rice, D. H., & Porter III, M. (2019). I guess that is fair: How the efforts of other customers influence buyer price fairness perceptions. Psychology & Marketing, 36(7), 700-715.
Law, A. K., Hui, Y. V., & Zhao, X. (2004). Modeling repurchase frequency and customer satisfaction for fast food outlets. International journal of quality & reliability management.
Lee, S. M., & Trimi, S. (2021). Convergence innovation in the digital age and in the COVID-19 pandemic crisis. Journal of Business Research, 123, 14-22.
Li, C., Mirosa, M., & Bremer, P. (2020). Review of online food delivery platforms and their impacts on sustainability. Sustainability, 12(14), 5528.
Liu, W. K., Lee, Y. S., & Hung, L. M. (2017). The interrelationships among service quality, customer satisfaction, and customer loyalty: Examination of the fast-food industry. Journal of Foodservice Business Research, 20(2), 146-162.
Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions?. International journal of hospitality management, 28(3), 338-348.
Morganti, E., Seidel, S., Blanquart, C., Dablanc, L., & Lenz, B. (2014). The impact of e-commerce on final deliveries: alternative parcel delivery services in France and Germany. Transportation Research Procedia, 4, 178-190.
McCarthy, D. (2023, August 29). Cloud Kitchens and the future of restaurants. The Restaurant Times. https://www.posist.com/restaurant-times/features/cloud-kitchens-future.html
Nayan, N. M., & Hassan, M. K. A. (2020). Customer satisfaction evaluation for online food service delivery system in Malaysia. J. Inf. Syst. Technol. Manag, 5(9), 123-136.
Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409.
Pratt, M. (n.d.). A guide to discounts and promotions for D2C Brands. Retrieved December 20, 2022, from https://www.adroll.com/blog/a-guide-to-discounts-and-promotions-for-d2c-brands
Rettie, R., & Brewer, C. (2000). The verbal and visual components of package design. Journal of product & brand management.
Riduwan, & Kuncoro, E. A. (2008). Cara menggunakan dan memakai analisis jalur (path analysis). Bandung: Alfabeta.
Rokka, J., & Uusitalo, L. (2008). Preference for green packaging in consumer product choices–do consumers care?. International Journal of Consumer Studies, 32(5), 516-525.
Rosmaniar, A., Wandoyo, R., Kusuma, A., & Sanjaya, V. F. (2020). Pengaruh Citra Merek, Diskon dan Kelengkapan Produk terhadap Keputusan Pembelian. Digital Economic, Management and Accounting Knowledge Development (DEMAnD), 2(2), 20-27.
Rundh, B. (2013). Linking packaging to marketing: how packaging is influencing the marketing strategy. British Food Journal.
Sameti, A., & Khalili, H. (2017). Influence of in-store and out-of-store creative advertising strategies on consumer attitude and purchase intention. Intangible Capital, 13(3), 523-547.
Scerbacov, V. (n.d.). Increase sales with advertising for a restaurant business. Retrieved December 12, 2022, from https://www.bluebeeweb.com/blog/paid-advertising-for-a-restaurant-businesses
Sheehan, D., Hardesty, D. M., Ziegler, A. H., & Chen, H. A. (2019). Consumer reactions to price discounts across online shopping experiences. Journal of Retailing and Consumer Services, 51, 129-138.
Singam, G. D., Karunagaran, P., Pandiyan, T. S. D., Subramanian, T., & Govindan, S. (2014). Creative advertising impact on customer acceptance of fast food restaurant. Academic Research International, 5(5), 308.
Supriatna, Y., Adiyanto, Y., & Sunaryo, D. (2019). Induksi Manajemen Pemasaran. Surabaya: Qiara Media.
Supriyanto, S., Ronal, R. A., & Melisa, M. (2021). Effect of Price and Promotion on Car Purchase Decisions at PT Encar Daihatsu Lubuklinggau. International Journal of Community Service & Engagement, 2(1), 42-49.
Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty toward online food delivery service: the role of e-service quality and food quality. Journal of foodservice business research, 22(1), 81-97.
Smith, R. E., Chen, J., & Yang, X. (2008). The impact of advertising creativity on the hierarchy of effects. Journal of advertising, 37(4), 47-62.
Startup, F. (2021a, July 5). On Building Kludio, Cloud Kitchen, and Entrepreneurship with Kishwar Hashemee, Founder, Kludio - Future. Future Startup. https://futurestartup.com/2020/12/08/founder-at-work-kishwar-hashemee-kludio/
Sulek, J. M., & Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait: The case of a full-service restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247.
Terkan, R. (2014). Importance of creative advertising and marketing according to university students’ perspective. International Review of Management and Marketing, 4(3), 239-246.
The importance of online ordering and delivery for restaurants. (2021, August 23). Retrieved December 12, 2022, from https://lavu.com/blog/the-importance-of-online-ordering-and-delivery-for-restaurants/
Tray, L. (2019, August 28). The increasing importance of restaurant advertisements. Retrieved December 12, 2022, from https://medium.com/@LimeTrayTech/the-increasing-importance-of-restaurant-advertisements-1bdce99a5d3b
Wyrwa, J., & Barska, A. (2017). Innovations in the food packaging market: Active packaging. European Food Research and Technology, 243(10), 1681-1692.
What is eco-friendly packaging? (and why it's important for your sales). (2019, December 03). Retrieved December 20, 2022, from https://www.rooland.com/what-is-eco-friendly-packaging/
Why is quick delivery important for your ecommerce business? (2022, April 18). Retrieved December 12, 2022, from https://www.pickrr.com/blogs/quick-delivery/#:~:text=The%20faster%20you%20can%20get,will%20leave%20your%20store%20immediately.
Zulkarnain, K., Ahasanul, H., & Selim, A. (2015). Key success factors of online food ordering services: An empirical study. Malaysian institute of Management, 50(2), 19-36.
Downloads
Submitted
Accepted
Published
Issue
Section
License
Copyright (c) 2024 Journal of Islamic Economic Laws
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
