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369 Lim Huey Nee & Mazilah (2022)

receives orders through social media platforms. The social media platforms used by Roumummy Bakery are Facebook and Instagram.
Roumummy Bakery has an official account on social media platforms. The products include cake, bread, cupcake, mooncake, egg tart,
Meringue, festival biscuit and limited desserts. Mrs Hoe said she also accepts custom orders and launches more new products to fulfil
customer needs. Mrs Hoe got married in 2019. Her husband is working in Singapore. They have a daughter. Mrs Hoe decided to open
Roumummy Bakery because she wanted an extra income to fulfil the future finance plan for the family. Firstly, she decorated the kitchen
area to be her working place in her house. Due to the increasing order, she noticed the kitchen area was quite crowded to put all the baking
utensils in. She rents an upstairs shop to be her working place. She noted that insisting on online selling is she prefers an enjoyable workplace.
She prefers to deliver the products to the customers. Mrs Hoe did the business plan, designed the layout, ordered the bakery equipment,
hired staff, created the social media account, advertised the bakery on her own with suggestions from family. The store opened at Segamat.
The business model is posting the products on social media: Facebook, Instagram and WhatsApp, receiving orders and delivering to the
customer. Due to this uniqueness of depending only on social media for sales, the researcher is interested in the company knowing that it
has become an in trend and cheaper alternatives. It is also appealing during Covid-19 rather than visiting stores. Customers can order the
available products from Roumummy Bakery or order customisation. Regarding the company background, Roumummy Bakery is a stand-
alone bakery. The demand of customers brings development and prosperity towards bakery products in Malaysia. The competition in the
bakery industry grew. The researcher selected Roumummy Bakery as a lead-in to starting this research to understand this industry. The
research is conducted based on customer satisfaction levels towards Roumummy Bakery, identifying the problem from a preliminary study.

1.2 RESEARCH QUESTION

The four main research questions of this study are:

i. Does the quality of food influence customer satisfaction.
ii. Does quality of service influence customer satisfaction.
iii. Does quality of setting influence customer satisfaction.
iv. Does price and value influence customer satisfaction.

1.3 RESEARCH OBJECTIVES

The four main research objectives of this study are:

i. To examine the influences of quality of food towards customer satisfaction.
ii. To examine the influences of quality of service towards customer satisfaction.
iii. To examine the influences of quality of setting towards customer satisfaction.
iv. To examine the influences of price and value towards customer satisfaction.

1.4 PROBLEM STATEMENT

The bakery business is classified as a food and beverage industry. Kotsianis and Giannou (2002) pointed out that there are many small and
medium-sized bakery businesses operating compared with large-scale bakery production. This economic disaster does not impact this
industry because food is a daily need although it is not the staple food, the demand is still there. The most important thing for a business is
the company reputation. It reflects many aspects. Therefore, customer opinion is crucial and should be explored consistently because
customers are valuable assets. The company should focus voice of the customer to build a longer relationship between customer and
company. Companies can build direct interaction with the customer to know the customer needs. Customer satisfaction can be investigated
by conducting market research. Therefore, the researcher will figure out the factors influencing customer satisfaction.

Roumummy Bakery is an online business for customers to make orders and purchases, but customers will receive their purchasing products
face-to-face. Roumummy Bakery receives orders, communicates with customers, provides customer services using social media platforms.
The social media platforms selected by Roumummy Bakery are Facebook, Instagram and WhatsApp. This study will address the issue
through four main attributes: quality of food, quality of service, quality of the setting, and price and value (Serhan & Serhan 2019).

This study was conducted by distributing questionnaires to 30 existing customers of Roumummy Bakery. The questionnaire focused on their
satisfaction and expectations based on their previous experiences. The researcher collected and analysed the responses. Another way was
collecting data from the comments of customers on social media. The researcher analysed Facebook and Instagram accounts to collect useful
data. The problem was collected through the Fishbone Diagram in Figure and adapted to the research framework. Based on the

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