Page 825 - MARSIUM'21 COMP OF PAPER

826 JieQi & Mazilah (2021)

Figure 2: Fishbone Diagram
1.2 PROBLEM STATEMENT
In this increasingly difficult economic situation, the competition in every industry is high, and the business world is anxious. Many
companies are competing for the market share. Hence, this offers companies an incentive to keep moving forward to improve their business.
In addition, as technology advances, companies must keep pace with the times so as not to fall behind others. The corporate must
anticipate the increasingly competitive economic development with the correct strategy to not be excluded from the competition. Furthermore,
the corporate must anticipate future economic trends and compete with other companies operating within the same field. These are done
to keep up the survival and progress of the corporate.
The role of the printing business is now growing, which can be seen in the increasing number of printing shops in Sungai Mati, with
the emergence of new players in this industry, either as sellers or as print marketers, as well as new entrepreneurs. As a result, the competition
between printing companies is becoming more and more intense. Gartner (2014) predicts that 89 per cent of businesses are expected to
compete primarily around the customer experience. He has also predicted that by 2019, more than 50% of institutions will shift their
investments to customer experience innovation. More and more business entities are stating their commitment to customer satisfaction in
their mission statements and advertising. According to Microsoft in the "State of Global Customer Report" (2017), 54% of customers today
have higher customer service expectations than a year ago. For consumers aged 18 to 34, that figure rises to 66%. Bamboo Hut Enterprise is
one of the companies that has been engaged in the printing business in Sungai Mati since 2015. Therefore this printing shop needs to
investigate the level of customer satisfaction in order to compete with others and become the only choice for the target customers. If this
printing shop does not take action regarding customer satisfaction, it will soon be replaced by the others. It is very important to understand
the satisfaction and dissatisfaction of Bamboo Hut Enterprise's former customers to improve the service and product provided, especially
during the pandemic, because the whole world is now adapting to the new lifestyle. Nowadays, people prefer to make online purchases and
a company that can provide delivery service.

1.3 RESEARCH OBJECTIVES

This study listed three main objectives:
i. To examine the influence of price on customer satisfaction.

ii. To examine the influence of product quality on customer satisfaction.
iii. To examine the influence of service quality on customer satisfaction.

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