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835 JieQi & Mazilah (2021)

Moreover, service quality was justified as an influence on customer satisfaction. Nowadays, people care about the service. Bamboo Hut
Enterprise as a service provider, needs to provide a good quality of service to their customers to retain the existing customers and attract new
customers. Customers will compare the service quality and choose the best one. Bamboo Hut Enterprise has two competitors at Sungai Mati.
Therefore, it must always improve their service quality, such as completing the job on time, handling complaints quickly, training the staff, and
ensuring that their environment and waiting are clean and comfortable.
Finally, the price negatively influences customer satisfaction that is the higher the price, the lower the customer's satisfaction. This may be
because the customers of Bamboo Hut Enterprise are mostly students. The residents there are also mostly in the B40 group. Therefore, Bamboo
Hut Enterprise cannot simply increase the price of printing or photocopy products. In economic theory, demand and supply determine the price
of a good or service. In a competitive market Since in Sungai Mati, there have two competitors. Therefore, Bamboo Hut Enterprise must compete
for the price with the other two printing shops. It must try its best to improve its product quality and service quality without increasing costs.
Bamboo Hut Enterprise can also give promotions to the customers when they make printing and photocopy in large quantities. This will also make
the customer more inclined to make photocopy or printing there.
5.2 Limitation and Recommendation for Future Research
There are several limitations to this research. Firstly, the researcher's limitation is that Bamboo Hut Enterprise does not have all the customers'
databases because this shop does not have social media. When a company or shop does not have social media, it is hard to have a customer
database because customers have no place to leave their comments. Therefore, the questionnaire needs to be distributed through the company's
WhatsApps to the customers.
However, customers usually feel that it is troublesome and are unwilling to fill in the questionnaire. The questionnaire must also be tailored to
the company's customers in three languages because most customers who frequent Bamboo Hut Enterprise are students and teachers from
different races. Besides that, the researcher also does not investigate any other important elements regarding customer satisfaction. The
researcher investigates the important variables. Another limitation is that it is hard to interview the furniture company for B2B and get the
database from the furniture company.
Further research can be done by interviewing the furniture company, the business-to-business marketing and distributing the questionnaire to
the customer, the business-to-consumer marketing. This is because by doing so, it is more accurate and overall. Besides that, the future researcher
can also conduct important elements that will affect customer satisfaction. By doing this, the researcher can know what other elements will affect
customer satisfaction and have a better image of what factors will affect the most on customer satisfaction, obtain more reliable and trustworthy
results, and enhance the credibility of the research.
5.3 Conclusion of the Study
This study emphasised the customer's satisfaction with Bamboo Hut Enterprise with three variables that positively influenced the price, product
quality, and service quality. Customers, business examiners, and researchers can use these research findings as their references for potential
decision-making because there are only a few research questions about the printing shop. Product quality influences customer satisfaction
because the photocopy and printing products can be compatible with the printing industry. Service quality is the second influence on customer
satisfaction because the printing industry is also considered a service provider, and people nowadays really care about the service provider by the
company. Lastly, the price has the least negative influence on customer satisfaction because most customers like the low price and care about
what they are paying, so the company should list all the price components. Besides that, when a company provides a discount to the customer,
it is easier to retain the existing customer because it is costly to attract a new customer. Hence, it can be concluded that price, product quality and
service quality will affect customer satisfaction.
⬛ 6.0 ACKNOWLEDGMENT
First and foremost, I would like to express my gratitude to Universiti Teknologi Malaysia and AHIBS for all the study's support. Besides that, I
wish to thank my thesis's supervisor, Dr Mazilah Abdullah, who has advised and contributed valuable support during this study's preparation,
Dr Adaviah Mas'od, who has given clear explanations about what is Marketing Research; and Dr Ijan, Dr Chin Fei, Dr Khalil Md Nor, and Dr
Rohaizat Baharun for their expert validation in checking the questionnaire. The researcher is grateful to everyone who has responded to the
questionnaire. Besides that, the researcher would like to express deep appreciation to Mr Soh Kian Kiong, the owner of Bamboo Hut Enterprise,
for allowing me to implement my proposed marketing strategy as a case study. All contributions are sincerely appreciated.

REFERENCES

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