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Quality of service was justified as an influence on customer satisfaction of Roumummy Bakery. According to Serhan and Tsangari
(2019), preserving the quality of service can ensure that the business continues its efforts in meeting or exceeding customer
expectations. Thus, Roumummy Bakery should train the employees to provide friendly service for the customer on social media
and during the delivery process and ensure employees know about the products sold. The schedule for employees to handle online
replies should be appropriate to ensure the speed of replying is satisfying the customers.

Moreover, the quality of the setting significantly influenced Roumummy Bakery’s customer satisfaction. Roumummy Bakery
should improve setting quality to build a higher customer satisfaction level. Serhan and Serhan (2019) pointed out that the improved
quality of setting with a reference can enhance customer loyalty and improve the organisation's reputation. Delivery process of
Roumummy Bakery should adapt with every single customer. For example, time for delivery in the evening or night. Roumummy
Bakery's operating hours should also be flexible before and during festival days.

5.2 LIMITATIONS AND RECOMMENDATIONS FOR FUTURE RESEARCH

The researcher faced a few limitations while conducting this research. First and foremost, the variables conducted in this research
are just a small subset of factors affecting customer satisfaction in Roumummy Bakery. Next, the researcher found it hard to reach
target respondents because Roumummy Bakery uses an online business model. Besides, the questionnaire should be in three
languages: English, Mandarin, and Malay because the customers include three races and some of them have a low educational
level.

The first recommendation for future research is getting help from the owner of the selected company. It will help in collecting
the data. Next, future research may conduct other variables other than this research to find out more factors in influencing customer
satisfaction, such as location-based on the literature review suggestion.

5.3 CONCLUSION

In conclusion, the fundamental question of this research was to figure out the factors influencing customer satisfaction of the
selected company, Roumummy Bakery, through the quality of food, quality of service, quality of the setting, and price and value.
Statistical results showed that quality of food, quality of service, and quality of setting significantly influenced customer
satisfaction. Meanwhile, price and value did not have a significant influence on it. As a result, not all of these factors indicated
positive results. Therefore, other considerations may need to be further explored to increase customer satisfaction.

■ 6.0 ACKNOWLEDGEMENT

The researcher wants to express the deepest gratitude to Dr Adaviah Binti Mas’od, Marketing Research lecturer, for teaching the knowledge.
Besides, accomplishment and success cannot be achieved without the guidance and support from the thesis supervisor, Dr Mazilah Binti
Abdullah. Deeply grateful to the expert validity person, Dr Thoo Ai Chin. Lastly, the researcher would like to thank those involved and who
provided valuable and useful data in this research.

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