Boosting Customer Satisfaction: The Power of Brand Image in Vietnam’s Fast-food Scene

Abstract

The growth of Vietnam’s fast-food market is being spurred by the economy, urban migration, and young consumers. The increase in competitiveness makes it vital for companies to grasp the factors behind customer retention. Previous studies have focused on the service quality (SQ), pricing, and the overall ambiance of the restaurant, but brand equity in Vietnam’s unique market is still a gap that needs to be further investigated. This research fills that gap by looking into the relationships between brand equity, perceived SQ, pricing, and the level of customer satisfaction. We approached 324 respondents to understand the perspective of consumers better using the partial least squares structural equation modeling (PLS-SEM) model. According to our results, while SQ and an appropriate and clean environment promote satisfaction, reasonable prices are the most important consideration among other factors. Furthermore, brand image strengthens and enhances the effectiveness of all these factors. This study offers fast-food companies in Vietnam major insights on effective brand-building and customer loyalty strategies. By offering good-quality food in a decent setting and at reasonable prices, brands can establish a good rapport with their customers, thereby ensuring sustainability. As this market becomes more competitive, brands that ply these tricks will certainly gain an edge.