Page 525 - MARSIUM'21 COMP OF PAPER

Figure 1: Fishbone of variable

1.2 RESEARCH QUESTIONS

Four key research questions were identified in this study:

i. Does food quality influence customer satisfaction?
ii. Does service quality influence customer satisfaction?
iii. Does the physical environment influence customer satisfaction?
iv. Does customer perceived value influence customer satisfaction?

1.3 RESEARCH OBJECTIVES

Four major objectives were identified in this study:

i. To examine the influence of food quality towards customer satisfaction.
ii. To examine the influence of service quality towards customer satisfaction.
iii. To examine the influence of physical environment towards customer satisfaction.
iv. To examine the influence of customer perceived value towards customer satisfaction.

■ 2.0 LITERATURE REVIEW

2.1 FOOD AND BEVERAGE INDUSTRY IN MALAYSIA

In the last decades of the 20th century, the concept of sustainable development became an issue of growing interest to industries,
universities, national governments, public and non-governmental organizations (Salim and Padfield, 2017). For developing countries like
Malaysia, the challenges of achieving sustainable development has brought the tension between delivering socio-economic prosperity into
sharp focus while safeguarding and protecting ecological and environmental assets. Expectedly, the food sales in Malaysia between 2015
and 2020 grew more than 7% yearly. Similarly, the food and beverages sector in Malaysia is increasingly sophisticated and influenced by
convenience trends and health. The need for natural and organic foods, minimally processed fresh and functional food, has been created by
the consumers' awareness on healthy lifestyle and nutrition. The uniqueness in the food scene of Malaysia is in its multi-cultural population,
which consists of Malay, Chinese and India and a sizeable number of western and expatriate communities. This led to high demand of
processed and fresh food, halal-friendly products and beverages according to (Akanmu et al., 2021)
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