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higher brand awareness will increase the perception and brand equity (Harrington, 2017). For example, when customers
recognize the brand, they will promote the benefit to others and love to have a good relationship with the brand.
2.3 CUSTOMER SATISFACTION
Subramanian et al. (2014) described that repurchase intention is significant to customer satisfaction when
customers’ purchase experience comes with reliability and responsiveness of quality services of e-stores. According to
Qomariah (2016), customer satisfaction is defined as feedback and reaction by the customer after purchasing a product and
services. This implies that the customer feels happiness because the predictions have been met.
Now, many studies use customer satisfaction as an important evaluation in different industries such as automotive
(Razak et al., 2019), retail (Tsimonis & Dimitriadis, 2014), aviation (Shabbir et al., 2017), fashion (Foroudi et al., 2018),
tourism (Hsu & Chen, 2018), and hotel industry (Barreda, 2015). Nair (2018) defined customer satisfaction as a good sense
from the differentiation between the expectation of consummation needs and the perceived value that the customer has met.
Also, Chang et al. (2015) found that customer satisfaction has a significant effect on store attributes, conditions, and sales
employees. The relationship between service quality, customer satisfaction, and store attributes for a retail department store
is positively related (Yash Daultani, 2021).
Al-Karim (2019) stated that customer satisfaction is the evaluation of customers’ feelings between expectation and
the experience after consuming the product and services. As stated by Wantara and Tambrin (2019), a positive relationship
had found between price, loyalty, commitment, and customer satisfaction (Leninkumar, 2017). Customer satisfaction is
enhanced with upgrading performance at the same time (Cristea & Mocuta, 2018). Also, Nisar and Prabhakar (2017) found
that e-retailers should focus on both services and product quality to achieve a high level of customer satisfaction in online
businesses.
In the airline industry, Richard and Zhang (2012) defined that customer satisfaction with a travel agency will
enhance the customer affective commitment in airlines businesses. According to Karamata et al. (2017), the quality standard
and superiority is the benchmark in customer satisfaction in any organization. Also, Yao et al. (2019) stated that organizations
always struggle to recollect current customers using motivation and satisfaction, and those pleased customers could convey
their experience to new consumers via word of mouth.
In the banking industry, Zameer et al. (2015) described that customer satisfaction will help banks to implement
innovation into the services like ATM, mobile banking, branch networking, house financing, credit cards, personal financing,
and transfer electronic funds and paying bills online applications. Once the customers consume the services and identify the
experienced value high, they could sense a good comfort to the services and customer satisfaction will be influenced by the
buying making decisions directly (Raji & Zainal 2017).
However, Mahmoud et al. (2018) suggested that a combination of innovation and customer satisfaction is the better
way of developing the value for customers who consumed the product or services. Service innovation is vital for customer
satisfaction and brand equity. Moreover, Garvey (2016) stated that customer satisfaction is the end of the result of brand
equity which is supported by the satisfaction plus the benefit (Nam et al., 2011). In addition, customer feedback, brand
awareness, perceived quality, and brand association can be important factors of brand equity and customer satisfaction
(Rambocas, 2018).
According to Kuo et al. (2018), customers who are satisfied will repeat to buy the services and publicize the product
to others. Ha and Jang (2012) and Kuo et al. (2018) found that customers’ happiness and feedback are important elements of
customer satisfaction and loyalty. In the restaurant, customer satisfaction is the basic to business selection and victory (Ha &
Jang, 2010). Furthermore, Suhartanto et al. (2018) described that customer satisfaction is determined through physiological
and psychological in restaurant businesses.

■ 3.0 RESEARCH METHODOLOGY

3.1 POPULATION AND SAMPLING

Qualitative research aims to deepen understanding of whatever phenomenon it is. Data was collected through in-
depth interviews. The population of the study was potential customers and existing customers who had the experience to
consume the products and services provided by JannahNoe Empire Sdn. Bhd. As such, a purposive sampling technique was
used. The interview was aimed to collect data about the factors that drive satisfaction and brand awareness.

3.2 DATA COLLECTION

The qualitative study includes in depth knowledge of the social context that composes the design of the question,
and it is lifting the questions about the option of participants and data analysis (Chang & Ko, 2017). According to Butler and
Richardson (2016), interviews can be managed as well as the main survey to achieve a more comprehensive understanding
from participants. The participants were interviewed online for 30 minutes each session.
3.3 DATA ANALYSIS

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