Page 393 - MARSIUM'21 COMP OF PAPER

372 Lim Huey Nee & Mazilah (2022)

According to Nadzirah et al. (2013), the primary factor of price and value is cost. The influencer of the choice and decision-
making towards picking food operations is the reasonable price (Li, 2011). Several studies conducted by many researchers stated
the price and value and price fairness. Price fairness is defined as the reaching result is reasonable or acceptable, judging from the
process or outcome (Bolton, 2003).

2.3 HYPOTHESIS DEVELOPMENT

2.3.1 QUALITY OF FOOD

This quality makes customers consider revisiting the specific company. H. Oh. (2000) stated there is a high positive
relationship between customer satisfaction with the quality of food and beverage and customer intention to revisit. The
following research hypothesis is posited based on the explanation:

H1: Quality of food has a significant positive influence on customer satisfaction.

2.3.2 QUALITY OF SERVICE

According to Yuksel and Yusel (2002), service quality notably influences customer satisfaction. Tan et al. (2014) pointed
out one of the most important elements in service quality is intangibility. Employees are very important to make the
foodservice outlet succeed. The customer perceptions of service quality will affect customer satisfaction due to the
interactions, the speed of service, and the friendly treatment. The following research hypothesis is posited based on the
explanation:

H2: Quality of service has a significant positive influence on customer satisfaction.

2.3.3 QUALITY OF SETTING

Several studies stated that the operating hours and day, cleanliness, atmosphere, packaging, lighting, and capacity
significantly impact customer satisfaction and intentions to revisit (Klassen, 2005). Food packaging influences the quality
of the setting (Story et al., 2008). The atmosphere created a customer impression of the specific place because it is intangible
and composed of all related things. Accordingly, the research hypothesis is posited based on the explanation.

H3: Quality of setting has a significant positive influence on customer satisfaction.

2.3.4 PRICE AND VALUE

Nadzirah et al. (2013) pointed out that food service operators are supposed to reconsider the prices to ameliorate satisfaction.
The customer expectations depend on the customer's price for receiving the products or services. When the price of a specific
product or service increases, the customer expectation towards the quality of service will consequently increase (Soriano,
2003). The price paid for the service determines the level of quality required and thus determines customer satisfaction. The
following research hypothesis is posited based on the explanation:

H4: Price and Value has a significant positive influence on customer satisfaction.

2.4 RESEARCH FRAMEWORK MODEL

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