ENHANCING FOOD SUBSCRIPTION SERVICES: A CASE STUDY ON CUSTOMER-CENTRIC PRODUCT IMPROVEMENT IN LITHUANIA

Abstract

A willingness to improve customer satisfaction is one of the main aims of small businesses in the competitive market. This study explores the food subscription service industry - a relatively novel business model in Lithuania - focusing on how consumer feedback can be used to drive continuous service improvement. Based on a detailed literature review and conducted research, the paper outlines key transformations in the online food service sector, highlighting evolving consumer expectations, innovative business models, and the critical role of service quality. Based on quantitative research (consumer survey), the aim is to identify the main factors determining consumers' decisions to choose these services, needs and feedback for developing actions to be implemented for service improvement.

Key customer expectations include flexible menu customization, improved quality assurance, and competitive pricing through loyalty programs or extended subscriptions. These insights underline the need for a client-centered approach in adjusting service to the current needs.

From a theoretical viewpoint, the study contributes to the limited existing research on the meal subscription service sector, aligning with frameworks related to full-cycle meal delivery systems. Practically, the findings offer valuable guidelines for small enterprises aiming to enhance customer engagement, satisfaction, and retention.