According to the results released by the Institute of Service Excellence at SMU (ISES), customer satisfaction in the food and beverage sector hit a record high in the third quarter this year. Within the food and beverage (F&B) sector, analysis of the data suggested that there were other service attributes apart from food quality that influences customer satisfaction. In the fast food restaurants, food courts and restaurants sub-sector, food quality was determined to be the most important driver of satisfaction. But other service-related touch-points such as staff courtesy, responsiveness and the ordering process, collectively provided a much stronger driver of customers' overall satisfaction than food quality alone.