A Kano analysis of food delivery apps in Italy: fair riders’ pay matters

Purpose: This study investigates the factors that influence Italian consumers’ continued use of food delivery applications (FDAs). It aims to explore the deeper motivations and experiential dimensions that drive sustained engagement, going beyond what is typically captured by quantitative models. Design/methodology/approach: The research adopts a mixed-methods approach. It begins with qualitative data collection through focus group discussions involving experienced FDA users aimed at uncovering in-depth motivations behind reuse behaviour. Insights from the focus groups inform the development of a Kano model-based questionnaire that is then administered to a sample of Italian consumers across diverse demographic segments. The Kano model was used to categorise and prioritise satisfaction drivers influencing reuse intentions. Findings: This study uncovers fair riders’ compensation as a pivotal must-be requirement, an ethical expectation whose absence leads to disengagement. Other must-be attributes include effective customer service, accessible online support, data privacy, reliable location tracking and avoidance of unavailable items. One-dimensional features such as promotions, sustainable packaging and real-time tracking directly impact satisfaction, whereas attractive features such as real-time menus and split-bill options enhance enjoyment when present. Originality/value: This study contributes to the literature on digital consumer behaviour towards FDAs with a qualitative enquiry and Kano model analysis to identify both explicit and latent drivers of reuse. It provides novel insights into how ethical considerations, particularly those related to labour conditions, intersect with functional and emotional value propositions to shape consumer loyalty in digital service platforms. These findings have implications for food delivery providers seeking to foster long-term user retention.