International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 15
Available Online: 25 October 2024
Author/s:
Cheng, Xiaokai
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This paper determined the key drivers of revenue growth in the Chinese food industry, focusing on the interconnected roles of product quality, marketing strategy, and customer satisfaction. By developing a comprehensive framework, the study aims to empower food selling enterprises to maximize profitability and contribute to the long-term success of the industry in a rapidly evolving global market. This study pointed out the importance of market segmentation, product positioning, and marketing innovation in influencing customer perception of various product aspects, including safety, sensory properties, and nutritional value. It offered insights into the relationship between product quality and customer satisfaction and demonstrated the importance of various aspects like service quality, value for money, cleanliness, and hygiene in influencing customer satisfaction across different product categories. It also highlighted the importance of a well-developed marketing strategy for influencing customer satisfaction. By employing tactics like market segmentation, product positioning, and marketing innovation, companies can positively impact how customers perceive service quality, value for money, and cleanliness/hygiene, which all contribute to overall customer satisfaction.
Keywords: product quality, marketing strategy, customer satisfaction, food industry
DOI: https://doi.org/10.5861/ijrsm.2024.1306
Cite this article:
Cheng, X. (2024). Product quality, marketing strategy, and customer satisfaction: Basis for food industry revenue growth strategy framework. International Journal of Research Studies in Management, 12(15), 111-124. https://doi.org/10.5861/ijrsm.2024.1306