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2.2 CUSTOMER SATISFACTION

There is no universally accepted concept of consumer pleasure (McCollough, 2000). One continuous topic in customer satisfaction
forums is the measure to which this process is cognitive or emotional. Engel and Blackwood (1982) defined it as "a (cognitive) evaluation
of the similarity of the selected alternative to earlier assumptions of this alternative".

Disconfirmation paradigm
According to (Barsky, 1992), two ideas that best explain overall customer satisfaction are the disconfirmation paradigm and the
expectancy-value concept. Both are widely accepted theories of consumer behavior, but none examines the link between customer pleasure
and actual purchasing behavior. The principle of disconfirmation argues that customers compare a fresh service experience with a new norm.
This paradigm consists of four components: expectations, perceived performance, disconfirmation, and satisfaction. The level of expectations
represents Pre-consumption expectations. Performance is a term that refers to how a customer perceives a service. When there is a difference
between expectations and performance, disconfirmation occurs. Finally, satisfaction is evaluated by averaging the greater happiness for the
service's various attributes.

Expectancy-value theory
According to expectancy-value theory, customers frequently form judgments about products, their benefits, and the actual outcomes
of utilizing the product. Their whole attitude is based on their opinions about the attributes of an object and the depth of these beliefs.
Additionally, it is commonly recognized that attribute importance affects the consumer decision-making process (Heeler et al., 1979).

2.3 HYPOTHESIS DEVELOPMENT

2.3.1 FACTORS OF CUSTOMER SATISFACTION

2.3.1.1 Food Quality and
Customer
Satisfaction

Food quality is considered as a determining element in a customer's degree of pleasure and future support (Bihamta et al., 2017).
As perceived by an individual, food quality is subjective and varies from person to person (Chamhuri & Batt, 2015). Perceived food
quality is a personal judgment that differs from one individual (Chamhuri & Batt, 2015). Consumers have been more demanding in recent
years, increasing expectations for higher-quality and fresher meats and fruits (Chamhuri & Batt, 2015). It concluded from their study of
1,138 college students' attitudes and preferences toward food quality that food-service consumers have increased their awareness of the
components and origin of the foods they bought (Savelli et al., 2017). Restaurant owners should place a greater emphasis on the perceived
features of food quality as perceived by consumers.

Additionally, other research has established the effectiveness of food quality. For example, they stated that hotel customers'
pleasure is critical in improving brand loyalty, which are other factors that influence customers' perceptions of food quality (Bihamta et
al., 2017). For example, in previous study investigation of food quality, they discovered that food presentation and flavour were
frequently cited as the two most important factors affecting consumer pleasure (Hyun & Han, 2012). Furthermore, the previous study
believed that food temperatures, healthy options, freshness, and taste influenced customers' perceptions of food quality and the food
sector (Namkung & Jang, 2007). As a result, food quality has come to be viewed as a value proposition and an intrinsic aspect of the
consumption experience, particularly about levels of satisfaction (Ha & Jang, 2012). The quality of the food and service has been linked
to increased customer satisfaction and willingness to return and recommend (Namin, 2017). Therefore, the following hypothesis are
presented:

H 1: Food quality has a significant positive influence towards customer satisfaction.

2.3.1.2 Service Quality and Customer Satisfaction

Quality of service has been studied extensively in current literature and from different perspectives (Jin et al., 2019). A previous
study emphasized the critical role of quality of service in influencing consumers' choice to dining out again and their overall satisfaction.
(Jun et al., 2017). Service quality is critical in establishing a positive image with restaurant patrons and ensuring the overall profitability
of food-service establishments. According to (Barnes et al., 2016), it has been suggested that business operators' emphasis on service
quality and customer happiness and delight is a competitive strategy for differentiating themselves from the competition and increasing
consumer spending. Food quality and service quality found that were the two most important determinants of customer happiness, loyalty,
and propensity to promote positive word of mouth in their study of luxury restaurant consumers (Jun et al., 2017). Therefore, the
following hypothesis are presented:

H 2: Service quality has a significant positive influence towards customer satisfaction

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