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THEORETICAL FRAMEWORK
1. According to Lewis & Booms (1983) in Tjiptono, F. & Chandra, G. (2016, p.125),
service quality can be achieved through fulfilling the needs and desires of customers
and the accuracy of delivery in exchange to achieve customer expectations.
2. According to Morpace International (1999, p.6), service quality is a measure of how
well the service level delivered matches customer expectations. Delivering quality
service means comforting to customer expectations on a consistent basis. However,
clearly, the fact that expectations are confirmed is not always sufficient for satisfaction.
3. According to Oliver (1997) in Tjiptono, F. & Chandra, G. (2016, p.206), satisfaction is
the consumer’s fulfillment response. It is a judgment that a product or service feature,
or the product or service itself, provided (or is providing) a pleasurable level of
consumption-related fulfillment, including levels of under- or overfulfillment.
4. According to Oxford Advanced Learner’s Dictionary (2000) in
Tjiptono, F. & Chandra, G. (2016, p.204), satisfaction is the good feeling that you have
when you achieved something or when something that you wanted to happen does
happen, the act of fulfilling a need or desire and an acceptable way of dealing with a
complaint.

HYPOTHESIS
Service quality has an effect towards customer satisfaction at Ayam Penyet Joko Solo Merak
Jingga Medan.