Page 927 - MARSIUM'21 COMP OF PAPER

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2.2.4 PRICE AND VALUE

Price fairness refers to judging whether the result of achieving a result is accepted by customers (Bolton and Shankar, 2003).
Likewise, customers' prices for a product can be a measurement tool for the quality level a company offers (Soriano, 2003). Price is a key
factor influencing the company's brand image (Campbell, 1999). Therefore, if the price unfairness or not acceptable to customers will make
the company has negative word-of-mouth, and customers will purchase products from other competitors. Thus, the most important factor in
encouraging customers to visit the company again is getting a good value that matches the product's price or service (Yuksel and Yüksel,
2002).

2.3 HYPOTHESIS DEVELOPMENT

2.3.1 QUALITY OF FOOD

There is a significant relationship between customer satisfaction towards the quality of food and customers' willingness to buy the
product again from a company (Oh, 2000). Today's customers expect companies' food to have a high quality of freshness (Chamhuri and
Batt, 2015). The key factors of customers visiting a company are quality of food because quality of food is the core attribute of a food
company (Sulek and Hensley, 2004). Similarly, Vangvanitchyakorn (2000) pointed out food quality as the most important aspect for
customers' overall evaluation of companies. Furthermore, the quality of food is the main factor affecting customers' overall satisfaction
and behavioural intentions (Gagić et al., 2013). The important factors of customers' evaluation of food companies are based on food
quality (Susskind and Chan, 2000). Based on the explanation given above, the following research hypotheses are proposed:

H 1 : Quality of food has a significant positive influence on customers' overall satisfaction.

2.3.2 QUALITY OF SERVICE

The quality of service means evaluating service quality by comparing customers' expectations of the company's service with the
customer's insight and experience of the experience of service (Parasuraman, Zeithhaml, and Berry, 1994). Yuksel and Yusel (2002)
believe that service quality greatly influences the market level of customer satisfaction. According to Inkumsah (2011), customer
satisfaction was influenced by the company's service quality level to customers. Garg (2014) pointed out that the services affect
customers' organisation perceptions. Küçükaltan (2017) claimed that even if it is the same service, customers will have different
judgments and satisfaction because they have different views on the service. If the company's service cannot exceed the customer's
expectations, the customer's satisfaction towards quality of service is low; if the service exceeds their expectations, then perceived quality
of service is high (Akbaba and Kilinc, 2001). Based on the explanation given above, the following research hypotheses are proposed:

H 2 : Quality of service has a significant positive influence on customers' overall satisfaction.

2.3.3 QUALITY OF SETTING

Several studies have shown that comfort, environment, cleanliness, business hours, and days greatly influence customer satisfaction
and customers' willingness to revisit (Liang and Zhang, 2009). Various scholars (Flegal et al., 2010; Norhati and Fadzil, 2013; Raman
and Chinniah, 2011) have determined the relationship between food information and quality and the food distribution environment.
Based on the explanation given above, the following research hypotheses are proposed:

H 3 : Quality of setting has a significant positive influence on customers' overall satisfaction.

2.3.4 PRICE AND VALUE

The price and value can greatly affect customers satisfaction (Martin-Consuegra et al., 2007). Soriano (2003) concluded that
customers' expectations towards quality depend on the price of products and services. When price rises, the expectations towards the
quality of products and services also increase. He also concluded the price (value) of food and service as the key to increasing customer
satisfaction. In the same study, they showed that food prices are as important as other determinants of satisfaction. If the prices are unfair
can make to bad results, such as increased customer complaints, high dissatisfaction towards the company, reputation decreased, and
customers not or less to coming back again (Rothenberger, 2015). Based on the explanation given above, the following research
hypotheses are proposed:

H 4 : Price and Value has a significant positive influence on customers' overall satisfaction.

2.4 RESEARCH FRAMEWORK MODEL

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