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377 Lim Huey Nee & Mazilah (2022)

b. Dependent Variable: Customer Satisfaction

Table 4.8: Results of Multiple Regression Analysis
Coefficients(a)
Standardized Coefficients
Model Beta t Sig. ρ-value
1 (Constant) -0.441 0.660
H1 Quality of Food 0.332 4.069 0.000 p<0.001
H2 Quality of Service 0.214 2.653 0.009 p<0.05
H3 Quality of Setting 0.241 2.377 0.019 p<0.05
H4 Price and Value 0.093 0.926 0.356 p>0.05
q. Dependent Variable: Customer Satisfaction

4.3 SUMMARY OF HYPOTHESES

There were 4 variables proposed in this study, as shown in Table 4.9. This implied that quality of food, service, and setting quality
were positively supported while price and value were not supported.

Table 4.9: Summary of Hypothesis Testing
Hypothesis Testing
H1. Quality of food has a significant positive influence on customer satisfaction. Supported
H2. Quality of service has a significant positive influence on customer satisfaction. Supported
H3. Quality of setting has a significant positive influence on customer satisfaction. Supported
H4. Price and Value has a significant positive influence on customer satisfaction. Not Supported

■ 5.0 DISCUSSION

As the first hypothesis, the quality of food indicated a significant influence on Roumummy Bakery’s customer satisfaction. It also was the
strongest factor when Roumummy Bakery’s customers evaluated their satisfaction level based on their experience. This result was consistent
with the past studies by Lombard (2009) and Haghighi, Dorosti, Rahnama and Hoseinpour (2012). This study asserted that food quality was
one of the most important factors resulting in higher levels of customer satisfaction. Hence, the positively significant influence and H1 is
supported in this research.

The second hypothesis, which was service quality, also showed a significant influence on customer satisfaction. Izogo and Ogba (2015),
Dedeoğlu and Demirer (2015) and Zamil, Areiqat and Tailakh (2012) all found the same results. This justified the quality of service as an
essential factor to satisfy the customers. Therefore, H2 is supported in this research because the quality of service had a significant positive
influence on customer satisfaction.

Furthermore, the quality of Roumummy Bakery's setting positively influenced customer satisfaction. Past studies by Kumar, Batista and
Maull (2011) stated that operations performance (including operating hours) strongly influenced satisfying customers. Perhaps, customers
emphasised the quality of the setting that adapted to their needs or made them feel comfortable. Thus, the quality of setting was one factor
that influenced the customer satisfaction of Roumummy Bakery.

Lastly, price and value were the only hypotheses indicating an insignificant influence on customer satisfaction. This result was consistent
with a past study conducted by Petr Suchanek and Maria Kralova (2019). The research could be concluded that when pricing a product based
on quality, price did not affect customer satisfaction, even if the customer was sensitive to pricing. This research also found that many
customers in the B40 category were willing to pay for the Roumummy Bakery’s products. It could be concluded that Roumummy Bakery
set the price correctly about its product quality; the price did not affect customer satisfaction.

5.1 MANAGERIAL IMPLICATIONS

According to the findings, the quality of food was the most influential factor influencing customer satisfaction of Roumummy
Bakery. Consequently, Roumumy Bakery should confirm the quality of products, which is bread, cake, biscuit, and dessert, before
delivery to the customers. It can prevent customers from decreasing customer satisfaction when receiving a burnt baking product.
Responses also showed some dissatisfaction about the portion size of the products. Roumummy Bakery can increase the portion
size of products. Salwa et al. (2015) found no significant differences in food portion sizes among middle- and high- income
households, but low-income households want larger food portion sizes. Due to the B40 income group being the largest range
customer of Roumummy Bakery, the portion size might be important for customer retention.
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