Page 72 - MARSIUM'21 COMP OF PAPER

FACTORS INFLUNCING CUSTOMER SATISFACTION: CASE STUDY OF

BAMBOO HUT ENTERPRISE

Soh Jie Qi, Dr. Mazilah binti Abdullah

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

*Corresponding author: jie.qi@graduate.utm.my, mazilah@utm.my

Abstract

In this era, customer satisfaction is important to a company because this link to the company's profit and
reputation, especially in a company that needs to interact with customers such as the printing industry.

This research will be conducted at Bamboo Hut Enterprise. The purpose of this study is to examine

whether customer satisfaction will be influenced by price, product quality and service quality. In this
study, the quantitative sampling method will be used with a medium sample size of 108 respondents.

Sources of primary data obtained from the questionnaire that will be administered to the customer of
Bamboo Hut Enterprise. While secondary data obtained from the journal and literature related and can

support as well as useful for this study. Data analysis will be performed with multiple regression by using
SPSS (Statistical Product and Service Solution) version 23. The result showed that price, product quality

and service quality significantly influence the customers’ overall satisfaction. Therefore, these variables

are the company’s need to focus to improve customer satisfaction.

Keywords: Price, Product Quality, Service Quality and Customer Satisfaction

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