Outsourcing Dinners : a study about trust-enhancing measures of meal kit companies

Sammanfattning: Purpose - The purpose of this study was to explore how companies that sell household services work with trust-enhancing measures. We reviewed the industry segment of meal kit companies and aimed to generate findings representative for this industry. Methodology - The study applied a qualitative research methodology where seven semi-structured interviews with company representatives were held. Findings - Trust-enhancing measures were performed when the companies emphasised competence through their communication of company values, values connected to high grocery quality, the work behind recipe creation and lastly by providing educational content which portrayed them as the experts. Another trust-enhancing measure was the use of consumer reviews. Implications - For household service companies to enter the consumer’s personal sphere, enhancing trust is key. This can be done through conveying that the companies have the expertise needed to fulfil their promise - this to assure the consumer that he or she does not need to worry. Contribution - To the best of our knowledge, few studies have considered company trust- enhancing measures within the context of outsourcing household services. Consequently, we hoped to contribute to literature and shed light on this phenomenon.