An Innovative Virtual Kitchen Partnership-as-a-Service to Improve Efficiency of Healthy and Hygienic Meal Delivery Service Management in Culinary Industry

บทคัดย่อ

During COVID-19 pandemic, many food service providers and online delivery providers have changed and partnered into new business model known as virtual kitchen partnership-as-a service providers (VKPaaS) on cloud computing with focus on demand for healthy and hygienic meals with fastest delivery service to customers in health-related isolation environment. However, due to increasing problems of inaccurate delivery services, the VKPaaS attempts to improve its search engine with AI-based technologies in cloud computing and algorithms to determine the proper healthy and hygienic meals with fastest, accurate and economical delivery service from the nearest location to customers. The objective of this study is to study factors affecting new COVID generation customers decision to choose and purchase healthy and hygienic meals that have potential impact on management on efficiency of VKPaaS delivery service in health-related isolation environment. The quantitative survey and qualitative in-depth interview methods were used to collect and analyze data from 554 subjects and 18 food service providers in Thailand, China and USA during 3 months in 2020. The findings suggested a new VKPaaS efficient delivery management model for improvement and advancement of VKPaaS delivery service to new COVID generation customers with five vital variables of performance expectancy, effort expectancy, social influence, perceived trust and price that had significant impact on customers decision to choose and purchase healthy and hygienic meals from online VKPaaS providers.  Recommendations for further research include state-of-the art areas of crowdsourcing, artistically design for contactless meals, robotic-mobile vehicles for live visualization service, and compliances in new emerging health-related isolation economy.