ASSESSING THE SUITABILITY OF THE DELPHI METHOD FOR MEASURING CUSTOMER SATISFACTION IN THE FOOD AND BEVERAGE SECTOR

This paper answers the question of whether the Delphi method can be used as a tool to measure customer satisfaction in the food and beverage industry in two cases: (1) when the survey respondents are regular customers and (2) when the survey respondents are a panel of culinary experts. Customer satisfaction is a key factor that determines the success of businesses in the food and beverage industry. However, traditional measurement methods, such as surveys and focus groups, may not provide the depth needed to fully understand the factors influencing customer experiences. The Delphi method, a structured approach to gathering expert opinions through multiple rounds of surveys, is commonly used in decision-making and forecasting processes. This study evaluates whether the Delphi method can be effectively applied to assess customer satisfaction in a dynamic and culturally diverse market such as Ho Chi Minh City. By analyzing the Delphi method and existing studies, combined with considerations of the specific characteristics of the local food and beverage industry, this paper evaluates the strengths, limitations, and potential applications of the Delphi method in this context.