Page 78 - MARSIUM'21 COMP OF PAPER

FACTORS INFLUENCING CUSTOMER SATISFACTION AT DAILY HAPPY OTAK
OTAK

Tee Kelly, Dr. Mazilah binti Abdullah

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

*Corresponding author: kelly98.kt@gmail.com, mazilah@utm.my

Abstract

In the food industry, the relationship between four independent variables (quality of food, quality of

service, quality of setting, price and value) and overall customer satisfaction is close. Overall, customers
satisfaction is important for a company because of this link to customer loyalty towards the company and

also the company's sales and reputation. Therefore, many companies pay attention to customer satisfaction

and find ways to solve the problem of dissatisfaction and manage customer satisfaction for building
reputation and positive world-of-mouth. The research objective is to examine the influence of independent

variables on customers' overall satisfaction. Thus, Daily Happy Otak Otak can know customer satisfaction
towards their company to improve their weakness and plan for the future. This study uses questionnaires

by distributing questionnaires to Daily Happy Otak Otak. The sampling method used in this study was
quantitative, and the sample size is 137 respondents based on purposive sampling. The result showed that

food quality, service, price, and value significantly influence customers' overall satisfaction. Therefore,

these variables are the company's need to focus and improve to increase customer satisfaction.

Keywords: Quality of food, Price and Value, Quality of Setting, Quality of Service, Customer
Satisfaction

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