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824 JieQi & Mazilah (2021)

By 2020, the world commercial printing market will reach the US $411.99 billion. By the beginning of 2026, it is expected to be
worth US $472.35 billion, with a CAGR of about 2.24% from 2021 to 2026. Within five years, the printing market is predicted to indicate
significant growth. Advanced printing technology features a distant future and can commence a wave of innovative media and
communication beyond imagination. While print employment is tiny, it is expected to expand because of privacy concerns and the over-
saturation of digital platforms. The market is predicted to recover and grow at a CAGR of three from 2021 to succeed in $317 billion by
2023 (Wood, June 15, 2020). All this implies that the printing industry is predicted to grow; this can be because there is still a necessity for
printing. Some people want to print books or read materials to focus on reading. Some may not have a printer reception; one might have to
travel to a printing shop if needed to print a document. To some, visiting a workshop is less complicated and cheaper than buying printers
and ink. Some people have a printer but do not have photocopying capability. Thus a visit to a printing shop is still warranted. The printing
shop also provides binding and laminating services, which are difficult to attempt on one own due to the shortage of apparatus.

Besides that, in Malaysia, packaging and label printing is booming thanks to the high demand for medical products, especially face
masks and rubber gloves. The 2019 coronavirus pandemic has created a replacement for what is considered a 'norm' lifestyle, with people
preferring to order or remove food reception under a "Movement Control Order"; this has increased the demand for food packaging.
Therefore, this creates a decent opportunity for ordering goods online, hence the opportunity for printing services (Chan, 2020). However,
this also shows that there are more challenges. However, printing remains an industry that will grow; the printing industry has to change its
traditional model of printing and photocopy into a digitalised or updated machine and photocopy machine. The printing industry can also
provide delivery service, receive online orders, and add to their line by doing 3D printing, textual printing, or packaging and label printing.

1.1 BACKGROUND OF THE PROBLEM

According to Kierczak (2021), customer satisfaction is defined as a measurement that determines how a corporation provides
products or services to meet customer expectations. Customer satisfaction is one of the main important indicators of consumer purchase
intentions and loyalty. High-standard customer service can win the customers' hearts and make that company recognisable within the target
group. Nowadays, when social media plays such an important role in making decisions, it is crucial to stay focused on the standard of
customer service. If the corporation does not care about the customers' satisfaction, it cannot expect the customer to care about the services
or products. Many researchers have emphasised the importance of customers. Zairi (2000) says, "Customers are the aim of what we do,
instead of them betting on us, we rely on them a lot. Customers are not the source of the problem, and we cannot expect customers to 'leave'
because if we do like that, then our future and security of the company are in danger." This is often why today's organisations specialise in
customer satisfaction, loyalty, and retention.

Quality is closely associated with customer satisfaction (Rohaeni & Marwa, 2018). Quality is what drives a strong relationship
between the customer and the company. Such bonds allow companies to relate closely to customers' expectations and wishes within the
future. Thus, the corporate can increase customer satisfaction, and the company can maximise the pleasant experience and minimise the
unpleasant for the customer. Quality is additionally the foremost fundamental thing about customer satisfaction and competitive success.
Quality development and practices show that consumers will find higher and better-quality expectations. When linking them, scientists have
become more precise in assessing the importance of customer satisfaction and service quality. Satisfaction and service quality are similar.
However, satisfaction is a broader concept, although the quality of service, in particular, is concerned with measuring service (Alan et al.,
2012). Different factors such as price and product quality can also affect customer satisfaction. Hence, service quality is part of customer
satisfaction (Valarie, Mary & Dwayne, 2006). This assumption is consistent with Alan et al. (2012) and is confirmed by the implications of
customer satisfaction that different experts have introduced. According to Djumarno et al. (2018), better product quality will maintain a high
level of customer satisfaction, encouraging customers to make purchases in the future. Product quality is also one of the factors that the
customers consider when deciding to buy (Jahanshahi et al., 2011). If the customer thinks the product is up to the standard, then the customer
will be satisfied. Han et al. (2018) argue that price suitability may support customer satisfaction after reaching the desired customer benefit
level, encouraging customers to continue to trust and make repeated purchases. Customer satisfaction can also be formed by making sacrifices
based on the value gained, i.e., the price of a product is set according to the benefits gained. Customer satisfaction can be interpreted as
feeling happy or disappointed when a customer compares his perception of the performance of a product or service with his expectations. A
positive perception will lead to a feeling of satisfaction, whereas if the customer has a negative perception, there will be a feeling of
dissatisfaction, which will lead to the customer's reluctance to buy the product again. Therefore, customer satisfaction is essential; it leads to
financial success and contributes to sustainable development.

Customer satisfaction is very important to a business or an organisation, especially a business that needs to interact with the
customers, such as a printing shop. This is because customer satisfaction is one of the most significant factors affecting an organisation's
sales and name. Based on Davis and Heineke (1998), although a high level of customer satisfaction does not necessarily guarantee customer
loyalty, dissatisfaction can cause customers to transfer their business to other places. In other words, customers who are unhappy with the
extent of the service they receive are less likely to return. Instead, customers who are very satisfied with a company's service experience may
still return with identical frequency or perhaps more frequently. Many companies invest time and energy to maintain their position in the
highly competitive market. Generally speaking, they believe that customer satisfaction is a key factor in their field of competition (Hwang

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