Page 389 - MARSIUM'21 COMP OF PAPER

FYP PROPOSAL

AHIBS UTM SKUDAI JULY 2022

FACTORS INFLUENCING CUSTOMER SATISFACTION AT
ROUMUMMY BAKERY

LIM HUEY NEE, DR MAZILAH BINTI ABDULLAH

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: hueynee@graduate.utm.my, mazilah@utm.my

Abstract
The bakery industry is an industry that has a large influence on consumerism. Hence, it is crucial to building a company reputation in a
market. As a consequence, business is dedicated to figuring out customer dissatisfaction. The particular reason for the circumstance is that
there is a close relationship between food attributes (quality of food, quality of service, quality of setting, and price and value) and customer
satisfaction in the bakery industry. This study aimed to determine the influence of independent variables on Roumummy Bakery’s customer
satisfaction. A total of 126 completed and available questionnaires were collected through purposive sampling. This research applied
multiple regression analysis. The aim was to determine the factors influencing customer satisfaction in Roumummy Bakery. This research
found that quality of food, quality of service, and quality of setting influenced the customer satisfaction of Roumummy Bakery, while price
and value had no significant influence on it.

Keywords: Customer Satisfaction, Quality of Food, Quality of Service, Quality of Setting, Price and Value

Abstrak
Industri bakeri merupakan industri yang mempunyai pengaruh besar terhadap kepenggunaan. Ia adalah penting untuk membina reputasi
syarikat dalam pasaran. Akibatnya, perniagaan berdedikasi untuk memikirkan ketidakpuasan pelanggan. Alasan khusus untuk keadaan ini
ialah terdapat hubungan rapat antara atribut makanan (kualiti makanan, kualiti perkhidmatan, kualiti tetapan, dan harga dan nilai) dan
kepuasan pelanggan dalam industri bakeri. Penyelidikan ini bertujuan untuk mengkaji pengaruh pembolehubah bebas terhadap kepuasan
pelanggan keseluruhan syarikat terpilih, Roumummy Bakery. Selaras dengan Roumummy Bakery mempunyai pemahaman yang mendalam
tentang kepuasan pelanggan dan dengan itu membangunkan dan melaksanakan rancangan yang sepadan. Sebanyak 126 undian yang telah
siap dan tersedia telah dikumpulkan. Penyelidikan ini menggunakan analisis kebolehpercayaan, multikolineariti, dan analisis regresi
berganda. Tujuannya adalah untuk menentukan kaitan faktor-faktor yang mempengaruhi kepuasan pelanggan di Romummy Bakery.
Penyelidikan ini mendapati bahawa kualiti makanan, kualiti perkhidmatan, dan kualiti tetapan mempengaruhi kepuasan pelanggan
Romummy Bakery, harga dan nilai tidak mempunyai pengaruh yang signifikan terhadapnya.

Keywords: Kepuasan Pelanggan, Kualiti Makanan, Kualiti Perkhidmatan, Kualiti Tetapan, Harga dan Nilai

■ 1.0 INTRODUCTION

The bakery industry is a huge business that caters for bakery products such as bread, cakes, cookies, sweet rolls, and pies. According to Arsovski, S.
(2010), there are various types of bakeries in the market. For example, plant bakeries that utilise automated production produce large quantities of
bakery products. At the same time, craft bakeries are small to medium-sized companies that produce various baked goods by using a combination of
manual skills and machinery. In-store bakeries are the bakeries that are situated in supermarkets and vary in production. Due to the advances in new
technologies, the bakery industry has undergone many changes and is often affected by the seasonality of production volume and the quantity produced.

The bakery industry is a very fast-moving and dynamic industry in Malaysia. This industry includes F&B outlets, commercial bakeries, stand-alone
bakeries, and home bakeries. The bakery industry in Malaysia has seen positive growth in the frequency of breakfast, tea breaks or even lunch. The
existing customers are increasing. One of the reasons is that the habit of accepting bakery products as a staple food among Malaysians has significantly
increased, especially the younger generation influenced by western culture. According to R. Hirchmann (2021), the sales value of manufactured bread,
cakes and other bakery products in Malaysia increased from RM 1.69 billion in 2012 to RM 3.03 billion in 2019. The enormous rise showed that the
acceptance of Malaysians towards bakery products increased.

1.1 BACKGROUND OF THE PROBLEM

This study aimed to figure out the factors that influence customer satisfaction in Roumummy Bakery and provide solutions for the
improvement. Mrs Hoe Shi Jia established Roumummy Bakery in 2019. Mrs Hoe is a housewife. The mission of Roumummy Bakery is to
Bake like A Chef with Taste and Love. Roumummy Bakery is a company that operates online selling. Mrs Hoe posts the products and

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