The Secrets Behind Ghost Kitchens: The Chained Effects Of Food Service Quality And Customer Brand Perceptions

Document Type

Article

Publication Date

1-1-2026

School

Marketing

Abstract

This study investigates the drivers of customer intentions in ghost kitchens using Service-Dominant Logic and Social Exchange Theory. Using PLS-SEM and fsQCA, the results reveal that order quality, delivery quality, and overall value strengthen brand perceptions, which, in turn, drive loyalty and behavioral intentions. The fsQCA reveals multiple pathways to high revisit intentions and a strict configuration of all service and brand conditions leading to high social media sharing intention. By integrating symmetric and asymmetric approaches, this study advances understanding of how service quality and brand dynamics jointly influence customer behavior in the evolving ghost kitchen context.

Publication Title

Services Marketing Quarterly

Volume

47

Issue

3

First Page

404

Last Page

422

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