Page 51 - MARSIUM'21 COMP OF PAPER

FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF

WARUNG MAK MAH

Muhammad Kadir bin Ghazali, Dr. Mazilah binti Abdullah

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

*Corresponding author: m.kadir@graduate.utm.my , mazilah@utm.my

Abstract

Covid-19 has become a new challenger for Malaysia's food and beverage industry, where all restaurants
have a limited time to do business. Prior to the COVID-19 pandemic, the key reasons driving the food

and beverage industry's growth were the increase in on-the-go consumers and the rising use of ready-to-
eat meals. Additionally, the food & beverage industry's expansion was aided by continually expanding

population, per capita income, and changing lifestyles. Hence, this study is about to research customer

satisfaction towards Warung Mak Mah. Customer satisfaction is the important thing in every business to
benefit customers. This research examines the relationship between customer satisfaction with food

quality, service quality, customer perceived value, and physical environment. This research also uses the
questionnaire to collect Warung Mak Mah's customers via Whatsapp. The research uses several multiple

regressions to measure the customer satisfaction of Warung Mak Mah with its antecedents. The findings

from 118 respondents of purposive sampling through multiple regression analysis indicated that all
hypotheses were supported, including food quality, service quality, physical environment, and perceived

value towards customer satisfaction.

Keywords: Food Quality, Service Quality, Physical Environment, Customer Value, Customer

Satisfaction.

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