From taste to price: Comparative analysis of customer satisfaction factors in three food products

Addressing the cross-category research gap, this study investigates the key factors influencing customer satisfaction in the food industry. Based on insights from a food case company, a modified Delphi method was used to generate 12 core indicators for multiple product categories (tomato paste, sauce, and jam). We employed a comprehensive analytical approach to examine the causal and structural relationships among the factors, integrating three multi-criteria decision-making methods (DEMATEL, ISM, and MICMAC), alongside the modified Delphi method. The results show that price, product quality, brand reputation, and product healthiness were the most important factors across all product categories. Other factors, including taste, nutritional value, distribution, variety, and responsiveness, demonstrated varying priorities and interdependencies across the three categories. Visually oriented attributes, such as appearance, freshness, and packaging, were positioned at the final levels of the structural model, highlighting their potential in attracting consumers. The findings suggest prioritizing brand equity, verifiable quality, and health messaging; besides, marketers should tailor price tactics to each category to improve customer satisfaction and competitive advantage across multiple food product lines.