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371 Lim Huey Nee & Mazilah (2022)

Figure 1.2: Fishbone Diagram

The researcher understood specific problems in customer satisfaction towards Roumummy Bakery based on the Fishbone Diagram. Quality
of food attribute showed customer satisfaction influenced by lack of innovation, tasty, variety and some complained the bread bottom burnt.
Customer satisfaction evaluation of service quality affected by the handling company on social media is not mature, and the reply speed is
slow. Quality of set included the delivery time being late and the operating hours not being fixed. Price and value also influence customer
satisfaction by lack of promotion and high prices. The customer satisfaction problem can be decomposed into several variables to determine
through preliminary research.

■ 2.0 LITERATURE REVIEW

2.1 CUSTOMER SATISFACTION

Oliver (1997) mentioned that satisfaction is the fulfilment level perceived by the consumers. It is a customer adjudication of the product or
service, providing the level of pleasure related to consumption, including insufficient or over- satisfaction. According to Krivobokova (2009),
customer satisfaction is an important aspect of a business because it is the key to success. Besides, it has become the area of greatest concern
to global companies. The advantages of getting a high level of satisfaction from customers are that they will repeat purchasing the product,
show their loyalty to the company, and make good influences to others. Contrarily, they will select competitors or brands and may complain
or express their dissatisfaction to the company and others. Company image may face a long-term influence. (Nair, 2013)

The important factors that affect customer satisfaction are product and service quality (Seyedi et al., 2012). Munusamy et al. (2010) also
pointed out that quality of service is the difference between the expectations of customers towards the service and the views or experiences
on service received. Several studies stated that customer satisfaction and customers’ revisit intention would be affected by setting quality.
The price and value also could be significant factors while purchasing food or beverage.

2.2 DEFINITION OF EACH VARIABLE

2.2.1 QUALITY OF FOOD

Food quality is a characteristic of food quality acceptable to customers (McWilliams, 2000). Food quality measurements include
the overall quality of food, the taste, the display of products, the nutritional value of the food and beverage, the diversity of food
products, the freshness when receiving the products, and the portion size of the products. W. G. Kim et al. (2009) stated that food
and beverage quality is the core in the food industry, it has been given importance.

2.2.2 QUALITY OF SERVICE

Andaleeb (2006) mentioned that quality of service might be a key factor in the food industry. Some studies found that the quality
of service is more important than the food quality in customer satisfaction. Nowadays, the quality of service appears regarding
customer expectations and opinions on the service provided by the company or business. Inkumsah (2011) mentioned the service
quality would influence customer satisfaction. Abo-Baker (2004) declared that quality of service shows an organisation’s ability
to fulfil the customer needs with service requirements, features and specifications that meet customer needs and meet or exceed
their expectations.

2.2.3 QUALITY OF SETTING

Kwun (2011) stated that the quality of setting referred to the operational facets and environment. The setting is a dimension that
influences customer insights. Several studies mentioned that the quality of setting referred to the cleanliness, environment,
atmosphere, packaging, lighting, operating hours and days, capacity, and comfort level.

2.2.4 PRICE AND VALUE

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