Title: How were perceived quality, satisfaction, and loyalty affected by sensory in F&B?

Authors: Nguyen Hong Quan; Nguyen Thuy Linh; Tran Le Thu Thao; Hoang Thi Hong Thom; Nguyen Thi Thu An

Addresses: Faculty of Business Administration, Foreign Trade University, Hanoi, Vietnam ' Faculty of Business Administration, Foreign Trade University, Hanoi, Vietnam ' Faculty of Business Administration, Foreign Trade University, Hanoi, Vietnam ' Faculty of Business Administration, Foreign Trade University, Hanoi, Vietnam ' Faculty of Business Administration, Foreign Trade University, Hanoi, Vietnam

Abstract: The food and beverage (F&B) industry encompasses businesses engaged in the creation, preparation, distribution, and sale of food and drinks. In this industry, customer satisfaction relies not only on the product but also on the service delivery process, directly influencing the customer's sensory experience. This research investigates how the five senses impact perceived quality, customer satisfaction, and loyalty in the context of the COVID-19 pandemic within F&B establishments. Surveying 646 clients across 30 F&B stores in Vietnam, the study reveals that consumers' visual, auditory, olfactory, gustatory, and tactile senses significantly influence perceived quality and satisfaction. Furthermore, these two factors positively correlate with customer loyalty. The study also highlights age and gender as contributing factors to the variations in the relationships between consumers' senses and their perception of service quality at the point of sale.

Keywords: perceived quality; customer satisfaction; loyalty; customer experience; marketing; F&B service.

DOI: 10.1504/IJSS.2024.140079

International Journal of Services and Standards, 2024 Vol.14 No.1, pp.1 - 27

Received: 17 Jun 2023
Accepted: 22 Nov 2023
Published online: 20 Jul 2024 *

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