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restaurant is experiencing an issue on customer satisfaction, both among the dine-in and take-out customers. The restaurant also confessed
to being in the dark of their current customers’ level of satisfaction.
1.2 Research Objectives
This study listed two main objectives:

i. To examine the influence of food quality on customer satisfaction.
ii. To examine the influence employee service quality on customer satisfaction.
iii. To examine the influence environment quality on customer satisfaction.
iv. To examine the influence customer perceived quality on customer satisfaction.
v. To examine the influence location on customer satisfaction.

■ 2.0 LITERATURE REVIEW
2.1 Customer Satisfaction
Pre-buy expectations from a product or service are compared to post-purchase experiences with the same product or service
following the purchase. Customer satisfaction is a measurement of customers' perceptions of whether their post-purchase and consumption
behaviour and expectations from a product/service are similar or different (Bergman and Klefsjo¨, 2010). Customers' satisfaction will grow
directly to the degree to which their expectations and post-purchase spending are met. Those happy with the company's offerings and services
are considered brand ambassadors and boosters for other businesses and brands. (Tsao and Hsieh, 2012; Abubakar and Mavondo, 2014;
Kwun et al., 2013). Client happiness is the most straightforward unpaid promotion (Kozinets et al., 2010). It has been discovered that
customer satisfaction is a significant predictor of client loyalty, leading to consumer repurchase intention (Alshurideh et al., 2012; Jacka and
Keller, 2013; Serra-Cantallops et al., 2018). As a result, for a company to be successful, it must ensure that a customer satisfaction
measurement program is in place (Naumann, 1995; Pizam et al., 2016).

FACTORS CUSTOMER SATISFACTION
2.1.1 Food Quality
Quality of food had a big role in the happiness and loyalty of customers. The visual of the meal, the taste, the menu’s variety,
nutritional value, and freshness affect the cuisine's overall quality. A high degree of food quality is a vital marketing technique to satisfy
businesses and clients and provide them with a positive shopping experience. Customer satisfaction can be significantly influenced by the
quality of the food served. According to Chua et al. (2015), food quality and taste are major determinants of customer satisfaction that
establish consumer loyalty.

2.1.2 Employee Service Quality
The market is an endeavour to meet customers' needs by delivering the highest possible quality of service upon their requirements.
Customers will receive items and services suitable for their requirements when the service quality is high. To ensure the efforts are successful,
measuring service satisfaction must be conducted to determine the extent of service quality dimensions the company can meet. In the service
industry, good service quality is critical for consumers to be satisfied with the services given and, ultimately, for repeat purchases. When a
service provider provides a service, it is defined as the ability to adjust between the desires or demands of the recipient (community) of the
service and the conditions specified in five dimensions: tangibility, dependability, responsiveness, assurance, and empathy. Other studies
also showed that a service provider provides a service within their ability to adjust between the desires or demands of the recipient
(community) of the service (Jiang and Rosenbloom, 2005; Ahmed et al., 2018).

2.1.3 Physical Environment Quality
According to Fan et al. (2017), the allocation of material resources in the hospitality sector is dictated by structural decisions that
deliver service with the greatest ease. According to Mhlanga (2018), size and space should be managed cost-effectively, and the relevant
services should be retained to produce the desired output at the appropriate time. Mhlanga (2018) said that a restaurant's maximum capacity
and a well-thought-out layout contributed to its operational effectiveness, encouraging efficient usage of other available resources will
eventually provide a chain towards the customer satisfaction.

2.1.4 Customer Perceived Quality
Perceived quality is defined as the customers' opinion of the overall superiority of the brand when compared to that of competing
brands. Because it is dependent on customers' perceptions of quality, product benefits, and need fulfilment, this metric is subjective. Hence,
other factors that influence the sense of quality among buyers are the attributes that come with a brand, such as the price, physical

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