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iii. Does the quality of setting influences customers' overall satisfaction?
iv. Does price and value influences customers' overall satisfaction?
1.3 RESEARCH OBJECTIVES

There have four objectives in the study:

i. To examine the influence of quality of food on customers' overall satisfaction.
ii. To examine the influence of quality of service on customers' overall satisfaction.
iii. To examine the influence of quality of setting on customers' overall satisfaction.
iv. To examine the influence of price and value on customers' overall satisfaction.

■ 2.0 LITERATURE REVIEW

2.1 CUSTOMER SATISFACTION

The amazing experience customers have when acquiring or consuming a product will make customer satisfaction reviews (Oliver, 1981).
Besides, customer satisfaction is the customer's overall measurement standard after purchasing products or services (Fornell, 1992). It is
based on the overall attitude of experience creation and comparing before and after the customer accepts the product. In addition, customer
satisfaction is a person's happiness or disappointment after they compare his product expectations with his perceived product performance
(Kotler, 1997). Customers based on their past consumption experience towards company product or services to make an overall evaluation
and customer satisfaction. Good quality of service will make it easier for customers to be satisfied with this company (Lin, 2007). Customers
are very satisfied when the actual results of service provided by the company exceed the expectations of customers towards the company's
service; on the contrary, the customer will be dissatisfied with the company (Joewono and Kubota, 2007).

Customer satisfaction is "customers' perception of whether the reward is appropriate to the service that they experience" (Howard
& Seth, 1969). Customer satisfaction may be a key business requirement, significantly affecting customers' willingness to shop back (He
and Song, 2009). Customer satisfaction can predict loyalty customers and potential customers (Barber et al., 2011). This also will bring
profits to companies (Brunner et al., 2008). Improving customer satisfaction can reduce customer complaints and increase customer
satisfaction (Fornell and Wernerfelt, 1988). Therefore, customer satisfaction is very important to the company.

2.2 DEFINITION OF EACH VARIABLE

2.2.1 QUALITY OF FOOD

According to M. McWilliams (2000), quality of food is a food quality characteristic acceptable to customers. The taste, freshness,
nutritional aspects and serving size are all classified as food quality measurements. Quality of food includes many components such as taste,
presentation of dishes, food temperature, freshness, and health choice (Namkung & Jang, 2007). Customers rate the quality of their food
subjectively. Therefore there will be different perceptions and levels of satisfaction from person to person (Ophuis and Van Trijp, 1995).
Freshness and health have become bigger concerns for consumers' diets of late. Quality of food is highly valued as the main product of
foodservice operations. As a result, customers rate their satisfaction with its food based on temperature, flavour and texture. (Serhan & Serhan,
2019). The quality of food is thought to influence customers' willingness to revisit a company.

2.2.2 QUALITY OF SERVICE

The quality of service compares customers' expectations towards the company's service and customers' perceptions of the actual
performance of service (Naik, Gantasala, and Prabhakar, 2010). Many studies have found that service quality is important than food quality
in terms of customers' satisfaction towards service. Abo-Baker (2004) describes the quality of service as the company's ability to meet
customers, satisfy customers' wishes and needs, and exceed their expectations within the scope of determining service specifications,
characteristics, and requirements. Zeithaml (1988) defines the quality of services as judging customers' overall performance towards the
product. The quality of service is differences among expectations and perceptions of customers towards services provided by the company
(Parasuraman et al., 1988). Similarly, service quality is a perceived attribute of the services experience that customers perceive when the
company provides the services (Zeithaml et al., 1990).

2.2.3 QUALITY OF SETTING

Company services usually involve environmental and operational aspects (Kwun, 2011). Customer expectations and insights vary
by consumption location. It is worth mentioning that this setting is considered a dimension that can further influence customers' insights into
the organisation of food company services. Setting components can also include various decoration and music environments (Andaleeb and
Caskey, 2007).

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