Customer Preferences and Satisfaction Towards Food & Beverages

Abstract

Customer satisfaction is a crucial factor for any quick-service restaurant (QSR) brand aspiring to move into an established status. Given the competitive nature of the market, and changing consumer preference, it is especially important to understand the dimensions of satisfaction. This research focuses on a burgeoning tea café chain that has established a presence in Chennai and aims to measure and understand customer satisfaction and preference, in associations with values (offerings), service, and overall brand experience made at this outlet. The food and beverage (F&B) industry in India is in a state as a result of urban migration, increasing incomes, and preference for hygienic and branded F&B within the industry. This research aims to measure these customer satisfaction and loyalty indices for the research utilizes a descriptive and analytical research design and relies on both primary and secondary data. A structured survey was conducted with 154 respondents from different outlets in Chennai for data collection through convenience sampling and the use of statistical analyses. The statistical analyses were performed with SPSS software, applying statistical tools of Correlation and Independent T-Test. The study aimed to test variables of product quality, price perception, a brand image, customer experience. The results showed that product quality, taste, and personalized service provided were highly related to customer satisfaction. Customer positively evaluated various elements of the brands’ ambiance and cleanliness, as well as the promotional offerings, but highlighted that the freshness of the food and the speed of service need to be improved.