Leveraging Data Analytics to Enhance Customer Experience in the Food and Beverage (F&B) Industry: A Review of Practices and Strategies

The rapid digital transformation in the food and beverage (F&B) industry requires businesses to continuously adapt to evolving customer expectations, technology integration, and competitive pressures. This review examines how data analytics enhances customer experience in F&B small and medium enterprises (SMEs), particularly within the urban context of Kuala Lumpur. By analysing consumer purchasing behaviour, payment methods, frequently ordered food categories, and customer feedback from delivery applications and social media platforms, data analytics enable businesses to identify emerging patterns, personalise services, and design more effective promotional strategies. Furthermore, data-driven insights improve operational efficiency, strengthen customer relationships, and enhance profitability. This study also proposes a strategic framework for adopting data analytics in the F&B sector, with emphasis on digital transformation, personalised services, and decision-making efficiency. Ultimately, the findings highlight that data analytics is not only a competitive advantage but also a necessity for achieving sustainable customer satisfaction in today’s digital economy.

Customer Behaviour, Customer Experience

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