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& Zhao, 2010). Therefore, Bamboo Hut needs to fully understand the dissatisfaction of their customers by addressing the dissatisfaction, to
negate it to establish satisfaction to sustain in this competitive market, and become the only choice for the target market.

According to the interview with Mr Soh Kian Kiong, the current owner of Bamboo Hut Enterprise, Bamboo Hut Enterprise was
established in 2015 by Mr Soh Kian Kiong. A year before, Mr Soh has worked as a buyer QC in manufacturing as a production manager."
A year before, Mr Soh has worked as buyer QC in the manufacturer as a production manager. The intention of Mr Soh in opening this
printing shop is to make out a living and cover his family living expenses. Significantly due to his age, he cannot work as a QC because he
cannot travel. Mr Soh set up his shop at Sungai Mati because he discovered a need there. Sungai Mati is a small village. It does not have
many printing shops, and there are four schools; Pei Hwa Independent High School, SJKC Pei Hwa High School, SMJK Pei Hwa and
Abdullah Primary School. Besides that, upstairs of his shop is a tuition centre. Therefore, Mr Soh feels this is an opportunity to set up a
printing shop to help all these students and the tuition centre print books, assignments, and other papers.

This printing shop faces two kinds of customers. The first is organisational customers, including furniture manufacturers, suppliers,
and producers. The second is the end customers to whom printed products are supplied. Due to limitations, it was hard to interview the
furniture company and obtain its database. Therefore, the study's focus is on the second type of customer. In the first year, the company's
sales could not cover the expenses, and Mr Soh had to find a new way to improve his sales. Thus, he cooperated with other companies to
expand the business. Finally, Mr Soh found that he could cooperate with the furniture factory to print a manual book for all the furniture.
Subsequently, he had visited the furniture factory and asked whether they would cooperate with him to print all their manual books.
Eventually, he found one company that would cooperate with him. Thus all the manual books were printed by him. Then, he sent all the
manual books to that company himself because it was near his shop. The sales of this printing shop gradually picked up, and he decided to
hire workers to help him with his burden; the workers could help print for the students and the tuition centre, while he focused on printing
the manual books. The SWOT analysis of Bamboo Hut is as below Figure (1).

Figure 1: SWOT Analysis

The researcher has chosen this company because this company is the first printing company in Sungai Mati. Journal has revealed
that there are only some people who have conducted research on customer satisfaction towards the printing shop and have also revealed that
the printing industry has the potential to grow in the future because of the factor that many folks do not have printers in their house and there
are a lot of official materials that still have to be printed or photocopied. Besides that, companies nowadays depend upon computers and
digital technologies to perform most of their business tasks. However, many fields also require printing services such as publishing,
healthcare, marketing agencies, retail, educational institutions, automotive, financial and furniture industry. Some industries use printing in
their business, many of which have gained 5% profit with print. The Demand Sector or Category Rankings by Print Potential Report 2018
indicated that the highest three industries dominated by print are packaged foods, the medical and publishing industry. Around 25 industries
account for nearly 95% of print, and the print demand is still increasing. Marketing Tech News reveals, the print industry is 50 times the
scale of the music industry and continues to grow rapidly (Cameron, 2019). Hence, this study aims to determine customer satisfaction
variables that may affect Bamboo Hut Enterprise's customers.

This study commenced by conducting a preliminary study to substantiate customers' satisfaction with Bamboo Hut Enterprise. The
study is completed by distributing Google Forms to 30 customers of this company, asking them about their satisfaction and expectations. In
this manner, variables that may affect the customer's satisfaction correspond with the aspects of the customer comment, and every one of the
comments has been listed within the Fishbone Diagram is found well with aspects of customer comment, and every one of the comments has
been listed within the Fishbone Diagram (Figure 2). The diagram divides customer satisfaction into the price, product quality, and repair
quality. After doing the fishbone, a similar framework was taken and adapted to become the framework for this research.

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