Chapter II

THEORETICAL FRAMEWORK

In order to gain a perspective on how research is undertaken, studies and findings

relevant to the Level of Satisfaction of Currimao National High School students on the food

served in the canteen. This chapter, therefore, gives a rundown of the literature and previous

research results, which have important bearing to this study.

Review of Literature and Studies

This part presents a discussion on the, 1) Customer Satisfaction 2) Quality of Service 3)

Price of food and 4) sanitation. The discussions are subsequently followed by the theoretical

framework and conceptual framework that includes the research paradigm.

Customer Satisfaction

According to Zairi (2000) the feeling of pleasure and expectation fulfilment is known as

Satisfaction. If the product will not satisfied customer feelings they will be dissatisfied, and if

product satisfied them after the use customer will be satisfied and become loyal to that product or

brand. In other words customer satisfaction is goods or services which fulfil the customer

expectation in terms of quality and service for which he paid. If Customer satisfaction develops

they will become loyal to that product or brand and their loyalty will be good for the company in

sense as a Profit. Customer satisfaction is the part of marketing and play important role in the

market. In any organization satisfaction of customer is more important, because if your customer
is satisfied with your services or products, your position will be good in the market. Oliver

(1981) describe in his study that customer satisfaction is the part of marketing and play important

role in the market. Customer satisfaction is important because of its significant implications on

an organisation’s reputation and the impact on its results.

Customer satisfaction, loyalty and firm profitability are strongly correlated. A satisfied

customer is likely to pay less attention to competing brands, buy again and buy other services of

the firm and recommend the services to others. Hence, satisfied customers are more likely to be

loyal customers.