Page 925 - MARSIUM'21 COMP OF PAPER

926 Kelly & Mazilah (2021)

Based on the preliminary study conducted on May 28, C2021, distributed to 30 customers of Daily Happy Otak Otak over WhatsApp,
using a Google Form, the researcher concluded the major themes of the verbatim analysis below Fishbone Diagram (Figure 1).

Figure 1: Fishbone Diagram

The theme was the basis for the variables chosen in this research. Based on this Fishbone Diagram, the researcher can understand the aspects
of customer satisfaction towards Daily Happy Otak Otak. In the quality of food, customers complain that the company's product has foreign
matter inside the product and bad product's serving temperature. For the quality of service, this aspect is the most complaint by customers.
The complaint includes forgetting orders, slow service speed, bad staff's attitude, and poor handling of problems. A few customers were
dissatisfied with the price of the product a bit high and no offer on buying more. The quality of the company's setting is also complained
about by customers in the waiting environment and cleanness. Through the preliminary study, the problem of customer satisfaction can be
established by dividing them into several variables. Besides, the company's strengths and weaknesses also through preliminary study to know
and SWOT analysis as the below diagram. (Figure 2)

Figure 2: SWOT Analysis of Daily Happy Otak Otak

1.2 RESEARCH QUESTIONS

This study listed four main research questions:

i. Does the quality of food influences customer' overall satisfaction？
ii. Does quality of service influences customers' overall satisfaction?

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