Page 42 - MARSIUM'21 COMP OF PAPER

FACTORS INFLUENCING CUSTOMER SATISFACTION AT ROUMUMMY

BAKERY

Lim Huey Nee, Dr Mazilah Binti Abdullah

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: hueynee@graduate.utm.my, mazilah@utm.my

Abstract

The bakery industry is an industry that has a large influence on consumerism. Hence, it is crucial to

building a company reputation in a market. As a consequence, business is dedicated to figuring out

customer dissatisfaction. The particular reason for the circumstance is that there is a close relationship
between food attributes (quality of food, quality of service, quality of setting, and price and value) and

customer satisfaction in the bakery industry. This study aimed to determine the influence of independent
variables on Roumummy Bakery’s customer satisfaction. A total of 126 completed and available

questionnaires were collected through purposive sampling. This research applied multiple regression

analysis. The aim was to determine the factors influencing customer satisfaction in Roumummy Bakery.
This research found that quality of food, quality of service, and quality of setting influenced the customer

satisfaction of Roumummy Bakery, while price and value had no significant influence on it.

Keywords: Customer Satisfaction, Quality of Food, Quality of Service, Quality of Setting, Price and

Value

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