Investigating the Role of Brand Image and Customer Experience in the F&B Industry in Danang

Customer satisfaction has become an important tool and high-level marketing construct in academic and practical research. Its great role is demonstrated through its results in helping to improve the competitive position of businesses and its interactive relationship with cause and effect factors. At the same time, with the rapid and drastic changes in the fierce business environment, businesses in the F&B industry, enhancing customer experience and enhancing brand image are considered an urgent strategy for businesses to maintain their competitive position. It also shows that service quality is also a premise for customer satisfaction to purchase or choose a particular service. This study adds to the understanding of the customer satisfaction literature in the F&B industry. These results have important practical implications that will help businesses and marketers create and perfect effective marketing strategies and campaigns.