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FINAL YEAR PROJECT

AHIBS UTM SKUDAI JAN 2022

FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY ON NASI LEMAK HAO

NUR AINI NAJIHAH BINTI MOHD JAHIB, DR MAZILAH BINTI ABDULLAH

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

*Corresponding author: najihah1999@graduate.utm.my mazilah@utm.my

ABSTRACT
The restaurant industry contributes to economic performance and is undeniably crucial to developing a prosperous country. Therefore,
customer satisfaction towards restaurant performance is an influential agenda. This study aims to discover whether food quality, employee
service quality, physical environment quality, customer perceived quality and location influenced customer satisfaction on Nasi Lemak Hao.
Data collection was done through questionnaires, and multiple regression analysis was used to determine the predictive ability of the
constructs on Nasi Lemak Hao customer satisfaction. The researcher to collect data from the social media Facebook. The quantitative method
with purposive sampling was used in this study with 126 samples respondents, the customers of Nasi Lemak Hao. Food quality, employee
service quality and location were found to influence customer satisfaction significantly.

Keywords: Food Quality, Employee Service Quality, Physical Environment Quality, Customer Perceived Quality, Customer Satisfaction

ABSTRAK

Industri restoran menyumbang kepada pembangunan prestasi ekonomi dan tidak dapat dinafikan kepentingannya untuk membangunkan
negara yang berjaya. Oleh itu, kepuasan pelanggan terhadap prestasi restoran adalah penting untuk mewujudkan kesetiaan jenama. Justeru,
kajian ini bertujuan untuk mengetahui sama ada kualiti makanan, kualiti perkhidmatan pekerja, kualiti persekitaran fizikal, kualiti persepsi
pelanggan dan lokasi mempengaruhi kepuasan pelanggan terhadap Nasi Lemak Hao. Pengumpulan data pelanggan Nasi Lemak Hao
dilakukan melalui penggunaan soal selidik, dan regresi digunakan untuk menentukan keupayaan ramalan konstruk terhadap kepuasan
pelanggan Nasi Lemak Hao. Pengkaji menggunakan kajian awal untuk mengumpul data daripada media sosial seperti Facebook. Kaedah
persampelan kuantitatif dengan kaedah persampelan bertujuan digunakan dalam kajian ini dengan seramai 126 sampel responden yang hanya
terdiri daripada pelanggan Nasi Lemak Hao. Kualiti makanan, kualiti perkhidmatan pekerja dan lokasi didapati mempengaruhi kepuasan
pelanggan dengan ketara.

Kata kunci: Kualiti Makanan, Kualiti Perkhidmatan Pekerja, Kualiti Persekitaran Fizikal, Kualiti Persepsi Pelanggan, Kepuasan
Pelanggan

■ 1.0 INTRODUCTION
Malaysia's food and beverage industry has experienced enormous expansion throughout the years. According to the National
Restaurant Association (2017), nine out of ten customers express satisfaction with their dining experience at the restaurant. According to the
most recent data, the volume and value of the food sector in Asia are more than double that of the European (MarketLine, 2015). The food
and beverage industry would contribute 7.1% (around RM101.5 billion) to GDP in 2019. Full-service restaurants contribute significantly to
the nation's foodservice industry in Malaysia (Agriculture and Agri-food Canada, 2014). There are approximately 8,000 companies in the
food and beverage business in Malaysia, most of which are small and medium-sized enterprise (Flanders Investment & Trade Malaysia
Office, 2020)
Malaysia is known for housing various restaurants, including full-service restaurants, fast-food restaurants, cafés, food stalls, food
courts, eat-in bakeries, pubs, and clubs (Wahab, 2017). According to Jani and Han (2015), pleasant surroundings, high-quality food and
service, and competitive pricing contribute to high levels of consumer satisfaction. Customers receive a variety of alternatives and edges that
have a wide range of capabilities to suit and satisfy their desires and requirements. In addition, consumer demand in the food production
industry has altered significantly.
Nasi Lemak Hao is one of the eateries in Segamat, located alongside the road, always jam-packed with customers and famous for
its secret family recipes of nasi lemak using the speciality Basmathi rice. SWOT Analysis of the company is shown in Figure 1.0 Based on

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