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satisfaction. In this study, customer perceived quality was found to have no significant influence on customer satisfaction, which contradicts
previous research (Slack, Singh, Ali, Lata, Mudaliar & Swamy, 2020). Due to differences in customer perspectives, certain demographic
factors may influence this result and due to the setting of Nasi Lemak Hao located in rural area with very low price, this might influence the
results. According to Rahimah (2016), there is a countertrade between prices and physical environment.
Furthermore, another independent variable that had a significant influence and positive impact on this finding was the location
(Soliha, Aquinia, Hayuningtias & Ramadhan, 2021), in which the more strategic the location, the higher the customer satisfaction. This study
also supports previous research by Sari and Soliha (2018) and Wirawan, Herman, and Razak (2019).

5.2 Research Implication
This study provides practical recommendations for retailers, particularly small and medium-sized businesses, to improve their level
of customer satisfaction (SMEs). According to the study's findings, the food quality, employee service quality and location have the greatest
influence on their overall satisfaction. As a result, to improve overall customer satisfaction, Nasi Lemak Hao should strive to improve the
consistency and quality of their employee. The mentioned factors will ensure increased customer satisfaction rather than squandering money
on something that will not increase customer satisfaction.
Initial, Nasi Lemak Hao must improve their menu, particularly by increasing the variety of their cuisine and by including dessert
options to make the experience more interesting for the customer base. According to Din et al. (2016), the quality of the food itself is one
of the most important considerations in customer food selection decisions. These findings, which were based on customers' perspectives,
revealed some criteria for Nasi Lemak Hao that contribute to customer satisfaction. Therefore, this research can provide valuable insights
into the decision-making process for purchasing Nasi Lemak Hao products and services. According to the consumer perspective, these
findings suggest that these companies can improve their weaknesses to increase customer satisfaction.
Additionally, the results can be used to reflect other businesses that deal with customer satisfaction. The findings can serve as
benchmarks for managing and running food and beverage companies. This study has the potential to contribute to future customer satisfaction
research in related fields by providing additional knowledge.

5.3 Limitation and Recommendations for Future Researcher
There are certain limitations to this study that opens the chance for improvement in future research. First and foremost, because
this research was limited to a single firm, Nasi Lemak Hao, the number of respondents was quite limited. As a result, the study can be
conducted on various companies in the same industry to increase the number of respondents, obtaining more reliable results. Finally, Nasi
Lemak Hao is a relatively young company in the market, and it has not made a strong mark among the prospective database.
The research can be improved internationally by including another country to compare. The researcher can increase the number
of respondents to improve the results' dependability. The research can include an additional qualifying question to understand further the
level of client satisfaction with Nasi Lemak Hao. Hopefully, future research will be able to resolve this problem.

5.4 Conclusion of The Study
The researcher finds that the factors that positively influence customer satisfaction on Nasi Lemak Hao are food quality, employee
service quality, and location. The business and customers can use this finding as a reference in future. The two other variables result
insignificant, which are employee service quality and customer perceived quality. It can be concluded that the customers will be satisfied
with Nasi Lemak Hao because the food tastes delicious, the employee kind and the location are also the main factors.

■ 6.0 ACKNOWLEDGEMENT
First, the researcher would like to express sincere gratitude to Dr Mazilah binti Abdullah, who served as the thesis's supervisor for
guidance and support during the studies. Thank you to Dr Adaviah Binti Mas’od as Marketing Research lecturer for teaching steps and flow
this research proposal. The researcher is thankful to Dr Grace Thoo for the expert validation. The researcher wishes to express gratitude to
parents and close friends for their unwavering support. Thank you also to the respondents and owner of Nasi Lemak Hao for data collection.
Furthermore, this collaborative effort's success depends on all parties' cooperation in supplying data and responding to surveys.

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