Oliver (1999), defines satisfaction as “the consumer senses that consumption fulfills one need, desire,

goal, and so forth and that this fulfillment is pleasurable'' pg. 34. Customer satisfaction with a company's
goods and services is regarded as the most crucial factor contributing to its competitiveness and success
(Hennig-Thurau & Klee, 1997). Consumer satisfaction may affect the company through repeat business,
the purchase of additional products, good word-of-mouth, and the willingness of the client to pay more
for the specific brand. If a business can't satisfy customers as effectively and efficiently as its rivals are, it
risks losing market share, clients, and investors (Anderson, Fornell, & Mazvancheryl, 2004). According to
Deng et al. (2009), a service provider's capacity to foster high levels of satisfaction is critical for product
differentiation and building solid relationships with clients. Customer satisfaction is therefore key in
today's corporate world. Kotler (2000), defined satisfaction as a sensation of pleasure or disappointment
brought on by a comparison between the performance of a product (or outcome) as perceived and that
which was anticipated. Many businesses are unfamiliar with the concept of consumer satisfaction;
instead, they have prioritized product availability and price. Therefore, it is crucial to understand the
precise meaning of each term. After using a product or service that a company provides in exchange for
the customer's expectations of the items, the customer's attitude toward that product or service is
known as customer satisfaction. Customer happiness encourages product repurchases, which in turn
fosters brand loyalty. However, Customer satisfaction is a relative word that depends on the experience
the customer has when purchasing for and/or utilizing the good or service (Tjiptono & Chandra, 2011).
As a result, there are several variables that can be used to evaluate the concept of satisfaction, including
firm performance and expectations. (Ryu & Han (2009), Suhartanto et al. (2018), suggest that customer
satisfaction is affected by the product and service purchased. Satisfaction is the subjective evaluation of
performance of the product that is associated with the customer’s expectation. A consumer is satisfied
when 10 his/her perception of the product’s performance is higher than his/ her expectation (Liu et al.
2017). Online food delivery and cloud kitchen Cloud kitchen is one of the new concepts of online food
delivery where the food is prepared in a limited space of the kitchen without any eating space in the
place. The order is taken online and is delivered to the designated area of a consumer. The cloud kitchen
can either be operated from home kitchen or from the commercial kitchen. Moreover, Location for the
kitchen should be prime as they have to deliver the food to different locations for that connectivity and
convenience for the service and customers (Vidyapeeth & Sathe, 2020). However, unlike traditional
restaurants, which provide seats for guests, these establishments focus solely on the delivery or
takeaway market, and are located in low-rent areas to keep costs low (Sanwaria et al., 2021). The
popularity of social media allowed for the development of cloud kitchens as well as the populating of the
same to expand the consumer base (Sarangdhar et al., 2021). Choudhary (2019), suggests that due to
the rise of the demand for food delivery service, cloud kitchens have become a preferred option than a
restaurant business. They can provide high-quality food at a reasonable price with prompt delivery. The
cloud kitchen has changed the landscapes and dynamics of the food industry. The concept of cloud
kitchens has acquired general acceptability in the current marketplace, and it is gaining traction.
Furthermore, to keep on top of the latest food delivery trends, many businesses are resorting to cloud
kitchens. (Vidyapeeth & Sathe, 2020, p. 108). Cloud kitchens can modify their services to the needs and
preferences of its customers. Because cloud kitchens are not restricted to a certain market area, they can
adapt their food menu to meet the needs of their clients rather than the market's location. As a result,
cloud kitchens are extremely adaptable when it comes to adjusting their business plan in response to
client demands (Ashwani, 2016). The cloud kitchen concept has come to light as smart food delivery in
the present day scenario across the globe which has contributed to the CAGR the most when it comes to
the hospitality sector. In the present context, these ghost kitchens are expanding rapidly and the
business idea is getting popularity and acceptance. Moreover, many restaurants are following the trend
and are setting up virtual kitchens (Vidyapeeth & Sathe, 2020). 11 Extensive research has been
conducted on brick and mortar establishments to better understand customer satisfaction across a
variety of parameters. Customer satisfaction in the fast food industry has been investigated by authors
such as (Nicholls et al. 1998). Similarly, Vasic et al. (2018) investigated customer satisfaction with internet
purchasing in the Serbian city of Belgrade. Various studies on online meal delivery, customer loyalty,
factors affecting online food delivery and client behavioral intentions toward online food delivery have
been undertaken in South Asia, including India, Bangladesh, and Pakistan and there are few studies that
look at satisfaction in terms of price, customer service, technology, and food quality, although past
studies have looked at behavioral aspects and intentions toward online meal delivery (Saad; Ali, et al.,
2020) Customer satisfaction has a significant role for OFD in the customer experience. Customer ratings,
payment methods, food availability, and human interactions are few factors to customer satisfaction
(Kwong & Shiun Yi, 2017). (Anderson & Srinivasan 2003; Pee et al. 2018) suggest customers tend to
repurchase the food in the future, endorse the OFD service to the potential customers and put positive
notes about the OFD service by spreading word of mouth. This also shows in the OFD industry customer
satisfaction mediates the relation between service quality, food quality and online quality. Similarly,
Prasetyo, Tanto, Mariyanto (2021), suggested that Extended Theory of Planned Behavior (TPB) shows
surroundings are one of the factors that affect the usage of online food delivery and what the customer
shall consider while ordering their food. Hedonic motivation had significant influence in consumers’
willingness to pay and price was second, promotion and while perceived ease of use had insignificant
effect on consumer buying behavior. Hedonic motivation, promotion and Intention to use can lead to the
steady development of the service industry including the food industry whereas promotion and hedonic
motivation disrupts the boundary and limit of innovations. Perceived innovation in every option of online
food delivery tested i.e. boost up to company profitability, people like to experience demanding
enjoyment, if ensured complete safety it can influence buying behavior. The research conducted from
(Ha & Jong 2010; Nicolaides 2008) shows that the customer satisfaction is remarkably influenced by the
tangible aspects such as price of the menu, food quality and service quality. On top of that, the effect of
the food quality on online loyalty also affects user satisfaction. Besides that, user convenience, societal
pressure, 12 customer experience, delivery experience, search of restaurants, quality control and ease of
use are also determining factors of customer satisfaction (Ray et. al, 2019). Furthermore, according to
Saad (2020) consumers are concerned about two factors while ordering from online delivery platforms:
direct factors and indirect factors. Direct factors consist of delivery time, service quality, price of the
menu, and condition of the food delivered whereas people consider menu variety, number of
restaurants, delivery tracking service, and attitude of the delivery person as the indirect factors. Qin
(2004), also found three factors: food quality, perceived value and service quality had a direct and
positive relationship with satisfaction of customers. Furthermore, according to Sulek & Hensley (2004),
buyers evaluate appeal, safety, and dietary components to determine the quality of food. Along with
service quality, food quality is recognized as a critical factor that determines a customer's impression of a
restaurant (Ha & Jang, 2010; Liu et al., 2017; Namkung & Jang, 2007). Islam & Ullah, (2010) investigated
the preferences of fast food consumers in Dhaka, and found that brand reputation was the most
important factor, followed by accessibility and proximity to receive, taste similarity with previous
experiences, quality and cost of food, taste, and discount, hygiene and cleanliness, salesmanship and
decoration, fat and cholesterol level, and self-service. They came to the conclusion that customers
perceive value in these services based on parameters such as review value, navigation systems, and food
quality, and that these aspects influence their purchase intentions. Lack of time to prepare food, variety,
and affordability are all factors that contribute to the popularity of online food ordering among
millennials. There is room for improvement in terms of consumer happiness by better understanding
their expectations and providing more appealing options when buying food online. Despite the fact that
the OFD service industry is now thriving and looking bright for the future (Kedah, Ismail, Haque, &
Ahmed, 2015; Yeo et al., 2017), the literature appears to be reticent on what motivates customers to use
OFD services. There is a dearth of understanding of customer satisfaction with online meal delivery from
the cloud kitchen concept of delivery, and there has been no study done in the Kathmandu valley. As a
result, this study expands numerous essential components that explain customer satisfaction with cloud
kitchens' online cuisine. The goal of this article is to identify elements that influence 13 consumer
satisfaction with online food delivery, with price, food quality, customer service, delivery service and
technology as the primary considerations (Ding et. al., 2011).

The experience of having a meal online differs greatly from eating food at a brick and mortar restaurant
since factors like the physical environment are discarded. Responses were gathered from 275
respondents in the Kathmandu valley who represented a variety of geographic areas, age categories, and
job characteristics. The objective of this study was to identify and dig into the variables influencing how
satisfied Kathmandu Valley online food delivery consumers are and how often they order from cloud
kitchens. Causal comparative research design with descriptive analysis was deployed in order to conduct
the research. The framework comprises (pricing, meal quality, customer service, technology and
innovation, and delivery service) as independent variables, along with a few demographic questions and
customer satisfaction as a dependent variable. Regression, correlation, and reliability tests were carried
out using SPSS. The results show that accurate data was collected, with a male majority. The majority of
respondents worked in the private sector, were between the ages of 21 and 30, and had earnings of at
least $46,000. The respondents routinely ordered from cloud kitchens and have used online food
delivery services. The results showed that the majority of the variables taken into account had a
significant impact on consumer satisfaction. 37 People often seek for and assess value and amount for
the “price'' they spend when ordering meals online because it is so accessible and simple to do so.
However, customers also prefer placing orders through digital platforms and using “technologies”. Similar
to this, customers find satisfaction in aspects of “food quality” like freshness, safety, and health.
Additionally, people are more satisfied as a result of delivery time and delivery staff attitudes when they
are more comfortable with the behavior of delivery riders. But “customer service” doesn't seem to affect
much on customer purchase regularity and its dimensions of feedback, responsiveness doesn't impact
regular purchase and satisfaction level of customers. Many individuals began ordering food delivery
online after the COVID 19 pandemic ravaged the globe, and many found the online service to be
convenient and comfortable. People therefore become habituated to the delivery and their service.
Customers in the Kathmandu valley appear to order frequently from cloud kitchens. According to the
findings, customers regularly order from cloud kitchens, and those who are not regular customers have
placed orders weekly, twice in a month, or once in month. This demonstrates the regularity of customers
placing online orders from Kathmandu Valley's Cloud Kitchen. They would not have placed orders as
frequently if they had been dissatisfied with the service provided by these kitchens. The outcome
suggests that orders are placed frequently and consistently, which results in customer satisfaction of
customers ordering from cloud kitchens in Kathmandu valley. (Sapkota, U. (2022). CUSTOMER
SATISFACTION TOWARDS ONLINE FOOD DELIVERY FROM CLOUD KITCHEN IN KATHMANDU VALLEY.)