THESIS REPORT ON 

Customer Satisfaction towards online Bekery in Bangladesh

Prepared By 
Ummay Habiba
EMBA
Mejor-Marketing
Registration/ID No. 200104007
Department Of Business Administration

Prepared for 
Teacher’s Name: Tarina Kamal
Designation: Lecturer
Department of Business Administration 

A thesis report submitted in partial fulfillment of the requirements for

the degree of EMBA

Date of submission: 20-08-2021

 01

DECLARATION

I do hereby declare that this report is the aftereffect of my own research, aside from where in any

case expressed. I likewise proclaim that it has not been previously submitted overall for some

other degrees at European University of Bangladesh (EUB) or at some other institution. 

--------------------------------

Ummay Habiba
ID No. 200104007
EMBA(Marketing Department)
Date ……………………..
 02

APPROVAL PAGE

The thesis report of organizational culture and its impact on employee’s behavior has been
approved by the following:

------------------------------------------------------------------

 Supervisor

------------------------------------------------------------------

Head of the Department

 03

LETTER OF TRANSMITTAL

Date: 20 August, 2021

th

Teacher’s Name: Tarina Kamal

Designation: Lecturer
Department of Business Administration            
European University of Bangladesh (EUB) 
Gabtoli, Dhaka. 

Dear Madam,
Here is the report entitled Customer Satisfaction towards online Bekery in Bangladesh that
you asked me to prepare during my project. 

Though we are in learning curve, this report has enabled me to gain insight into the factors that
influence the customer satisfaction of online bakery. So, it becomes as an extremely challenging
and interesting experience. Thank you for your supportive consideration for formulating an idea.
Without your Inspiring this report would have been an incomplete one.
Lastly, I would be thankful once again if you please give your judicious advice on effort.

I hope you find this report adequate in meeting the requirements of a EMBA thesis work. 

-------------------------------

Contents
04
1.1 Introduction:........................................................................................................................................11
2.1 Literature review:................................................................................................................................14
2.2 Objective of the study:....................................................................................................................16
2.3 Research Hypothesis........................................................................................................................16
2.3 Variables..........................................................................................................................................16
Service quality and customer satisfaction.......................................................................................16
3.1 Research Design..................................................................................................................................19
3.2 Population:......................................................................................................................................19
3.3 Sampling frame................................................................................................................................19
3.4 Sample Size:.....................................................................................................................................19
3.5 Research Questions:........................................................................................................................19
3.6 Data collection methods:.................................................................................................................20
3.7 Research Methods...........................................................................................................................20
4.1 Data analysis........................................................................................................................................21
4.2Findings............................................................................................................................................22
4.3 Interpretation..................................................................................................................................25
4.4 Implications of the Study :...............................................................................................................28
4.5 Limitations of the Study:..................................................................................................................28
Recommendation of the study:.................................................................................................................31
Conclusion.................................................................................................................................................31
Reference..................................................................................................................................................33
 05

Acknowledgement

Any comprehensive work such as this must owe credit to a multitude of people. A number of
individuals encouraged, suggested and counseled me properly to prepare this report. I would like
to thank my supervisor,Abu Naser Ahmed Ishtiaque, Professor, Department of Marketing,
University of Dhaka. He provided me all guidance and support that I needed to prepare the
thesis report. In preparing the report, I have conducted a survey. Many people have helped me
providing their valuable opinion wasting their valuable time. I sincerely express my heart-felt
gratitude for their co-operation, which help me to conduct and complete this report.

At last, I am also grateful to my department for giving me the opportunity to preparing the thesis
report.

--------------------------------

Ummay Habiba
ID No. 200104007
EMBA(Marketing Department)
 06

Executive Summary

The work reported in this paper is based on many Bangladeshi online baking shops which are
flourishing in a light-hearted way. Baking has become an increasingly popular activity among
the women of Dhaka city over the last decade, in pace with an increased demand for baked
dessert. The advent of the internet has given much access to pursuing this hobby. This led to
more and more women turning their hobbies into very successful businesses of baking and
selling customized baked goods to meet the needs of an enthusiastic urban populace. Startup
Dhaka caught up with four of the most popular online bakeries in Dhaka. All of them started out
small with barely more than a website or a Face book page and are now serving thousands of
sweet toothed customers across the city. The study has been conducted by-to collect necessary
data and information to present the facts in a logical format & has made a modest attempt to
provide a small block of knowledge in the field and its practices & development in Bangladesh.
Articles and statements have been gathered to collect information & data also collected from
internet for this purpose. The collected data & information have been processed manually.
Finally, the paper has been prepared in the present form to make the study informative. It has
been found that the present scenario of online baking in Bangladesh is reasonably satisfying
although there is some weakness. In the light of the identified limitations and weaknesses, some
recommendations have been suggested towards its possible improvements in the future.
Therefore, this study concludes that directing this industries growth towards local needs, interest
and limit can greatly enhance its value to the community and help create a sustainable online
baking industry. Hence, an approach was made in this study to investigate the customer’s
satisfaction towards online baking in Bangladesh.

--------------------------------------------------------
 07

Chapter one: Introduction

1. Introduction
Baking has become an increasingly popular activity among the women of Dhaka city over the
last decade, in pace with an increased demand for baked dessert. Starting a home based
business is something many women hope to do, especially in areas like food or fashion. There
are many women entrepreneurs who have taken this step and established themselves successfully
and home bakers seem to be prominent among them. Home bakers and small scale bakeries
have existed for many years, however the emergence of elaborate cakes and gourmet flavors has
taken this industry, and in turn the entrepreneurs in it, to a different level. The advent of the
internet has given many access to pursuing this hobby. This led to more and more women
turning their hobbies into very successful businesses of baking and selling customized baked
goods to meet the needs of an enthusiastic urban populace. This week, Startup Dhaka caught up
with four of the most popular online bakeries in Dhaka. All of them started out small with barely
more than a website or a Facebook page and are now serving thousands of sweet toothed
customers across the city.

Cookie jar

They are based in Mirpur and deliver anywhere in Dhaka and have been operating since April
last year. The Cookie Jar takes great pride in the customization that they offer with every
product. “Most times the customers come to me with an idea, and it is my job to make that idea
comes true. As I am a perfectionist, so every cake I make has to be PERFECT in every way.”
Says Jahanur nila, the owner.(Shokher ghor cake zone)
 08

Cherry Blossom Cupcakes

They started out back in November 2011. The founder bakes and designs – cakes, cupcakes ,
cake pops, cake bites, cookies , Macarons, Brownies and a few more desserts and specialize in
customized cakes, cupcakes, cookies, and pops. Cherryblossom Cupcakes have a strong drive in
providing fun and creative cakes which not only look good but taste great too

Sugar Puffs

Sugar Puffs has a wide array of sweet delicacies starting from various flavors of cakes to
cupcakes. Their specialties are their delicious red velvet cheesecake pieces, red velvet pound
cake, mud cake and the chocolate oreo cheesecake. There is also a great demand for our carrot
and red velvet cupcakes.

The Flourist

The owner Saria Ahmed, a Pastry Chef and Artist did her Diploma in Patisserie from Le Cordon
Bleu, London. She has experience in marketing, but eventually chose to go for something else
and started the Flourist.

The demand in the Cake and Pasty within Bangladesh is increasing everyday. Because of, the
economical situation and the total GDP of Bangladesh is growing up. It is indicate that our total
income amount is stronger subsequently previous time. As a result when the income higher level
of a country is increased then we are able to say that, the demand connected with luxury product
is usually increased. Due to income level circumstance, a branded Dessert and Pasty is just not
luxury for you.
 Chapter two: Review of Literature

09

2. Literature review:

Customer satisfaction is very important part of this sector.Anderson and Srinivasan (2003),
defined satisfaction as the contentment of the customer with the respect to his/her prior
purchasing experience with a given service firm. Kotler (2010) defined satisfaction as: ―a
person‘s feeling of pleasure or disappointment resulting from comparing a product‘s perceived
performance (or outcome) in relation to his or her expectations. If the performance match or
exceed to the expectation, then the customer is satisfied, if the performance is below par then the
customer is dissatisfied. Satisfaction refers to the buyer’s state of being adequately rewarded in a
buying situation for the sacrifice he or she has made (Al-alak, 2009).Luoand Homburg (2007)
concluded that customer satisfaction positively affects business profitability. At satisfaction,
consumers have been compensated either properly or improperly from sacrifice from cognitive
point of view (Howard &Sheth, 1969). Satisfaction was said to be psychological state after
experiencing products and/or services of enterprise with static and/or continuous emotion
(Oliver, 1980). In other words, satisfaction means emotional reaction to the experience of
product and/or service bought, retailer, shopping and/or purchasing behavior (Westbrook, &
Reilly, 1983). The majority of studies have investigated the relationshipwith customer behaviour
patterns (Dimitriades, 2006; Olorunniwo et al., 2006; Chi and Qu, 2008; Faullant et al., 2008).
According to these findings, customer satisfaction increases customer loyalty, influences
repurchase intentions and leads to positive word-of-mouth. Given the vital role of customer
satisfaction, it is not surprising that a variety of research has been devoted to investigating the
determinants of satisfaction. Therefore, satisfaction that consumers feel satisfied with service
and/or product to have affirmative emotion is said to be subjective emotion. Satisfaction that is
important factor of relationship management is index to forecast consumers’ future behavior.
(Grace &O'Cass, 2005). A lot of papers investigated satisfaction (Lee & Bea, 2006; Kang et al.,
2011; Koo, 2005; Yu & Yoon, 2011; Kwon & Yu, 2014).. Satisfaction can be determined by
subjective (e. g.customer needs, emotions) and objective factors (e. g. product and service
features). Applying to the hospitality industry, there have been numerous studies thatexamine
attributes that travelers may findimportance regarding customer satisfaction.In addition, many
 10

marketing activities (e.g. relationship marketing, marketing research, data mining,

promotion/communications, supply chain management, sales and purchasing and after sales
support) are now technology enabled due to the increasing expansion of online marketing via the
Internet (O‟Connor & Galvin, 2001). Companies are now using the Internet to build closer
relationships with consumers and marketing partners. Besides competing in traditional
marketplaces, they now have access to exciting new market spaces. Moreover, through the
Internet, consumers can learn about design, order, and pay for products and services, without
ever leaving home and then, through the wonders of express delivery, they can receive their
purchases in short time. From virtual reality displays that test new products to online virtual
stores that sell them, the technology explosion is affecting every aspect of marketing. The
Internet has now become a truly global phenomenon (Srisuwan & Barnes, 2008; Teng et al.,
2007). Besides, Jaya wardhena et al. (2007) in their study considered the purchasing orientation
of potential buyers and assessed its impact on purchase behaviour, but found that individual
orientation is independent of purchasing decision, which reinforces the views of Liu et al. (2008)
and Sorce et al. (2005) that every stage of the purchasing decision making cycle may have
impact on a potential buyer‟s decision to buy online or not. Demangeot and Broderick (2007)
reported that “information search experiences affect the attitudes towards the site and its brands”.
In the Koo et al. (2008) study, which was conducted on 279 online customers in Korea, it was
found that “32.5 per cent use the internet for news and information, 32.5 per cent for
communication, 7.5 per cent use it for entertainment while 7.1 percent for online shopping”.
Furthermore, in consistent with Gay et al. (2007), Yun and Good (2007), Lee and Lin (2005),
Rajamma et al. (2007) , Kim and Kim (2004) , Ramus and Nielsen (2005) , Ladson and
Fraunholz (2005), Kramarae and Kramer (1995), Welch (1995), Rathmell et al. (1998),
Johnstone (1999), Singh (2004), Smith & Chaffey (2002), and Canavan et al. (2007),: consumer
satisfaction and purchase decision on online shopping depends on few more issues. These are: e-
store image, delivery and customer services, service quality and purchase behavior,
personalisation, motivations for online purchase, trust, reliability, privacy, transaction and cost,
incentive programmes, web-site design, online interactivity, merchandise motivation, assurance,
convenience (or Hassle Reduction), pragmatic motivation, responsiveness, consumer risk
assessment etc.
 11

2.1. Objective of the study

This paper work aimed to find out some outcome regarding measuring customer satisfaction.
After an extensive literature review this project is conducted with the objective of assessing the
customer satisfaction towards online bakery especially in Dhaka city.
There are some significant objectives these are –
1. Measuring awareness of Bangladeshi people about the online bakery.
2. Measuring customer satisfaction.
3. Attitude towards online bakery.

2.2. Research Hypothesis

H0: People are not satisfied with online bakery.

H1: People satisfied with online bakery.

2.3 Variables

Writers name Book/article name Selected variable

The Little Book of Big Attention,
Rao, Ajit. and Chandra,
Customer Satisfaction Responsiveness
Subhash
Measurement

Carlol lu Service quality and customer Caring

satisfaction

Johnson, Michael D. and Improving customer Decoration , packaging

Gustafsson, Anders satisfaction, loyalty, and profit

TLC Online article about bakery Easy to order ,price, taste

12
 Chapter Three: Working methodology

3. Working methodology:

3.1 Research Design:

 For the purpose of assessing the level of various satisfaction issues, primary data have
been collected from respondents and secondary data have been collected from magazines
and websites
 Questionnaires will be administered by online survey.
 Noncomparative scaling techniques like Likert scale will be used.
 Questions will be structured and presented in scales and dichotomous questions. It will
may take 5-10 minutes of the respondents.
 Sampling without replacement technique will be used and sample size will be 100.

3.2 Population:

People who used internet and social media have been chosen as respondents purposively
(nonrandom sampling method), as the main objective of research is to study the customer
satisfaction in respect of online bakery.

3.3 Sampling frame:

We only selected the customers who use internet and social media. As we are conducting the
survey in online our respondents are likely to be users of internet.

3.4 Sample Size:

We conducted our survey on 100 respondents.
 13

3.5 Research Questions:

Standard pattern of questionnaires has been followed during the research. Using Likert scale,
questionnaire has been designed. The scale consists of 5 point for the research (Wang and Lo,
2002). To understand the respondents about how to answer the questions, it was very hard for the
researcher. But the researcher has seen that people tend to assign fewer marks for indicating poor
performance or when they want to upset with something. They were also explained by me about
the neutral point of the Likert scale. The Likert scale numbering is as the following-

o Strongly Agree = 1
o Agree = 2
o Neutral = 3
o Disagree = 4
o Strongly Disagree = 5

3.6 Data collection methods:

In this research study, it will use both the primary and secondary data collection techniques to
collect the data. Based on the data from primary data collection and secondary data collection the
report will be prepared. Generally primary data is not found or published from anywhere (Ethica,
2013). So, to get this kind of data, a researcher must be collect reasonable data by own-self.
However, there are some sources that can be used as primary data source such as interview,
observation and survey etc. (Fisher, 2008).

On the other hand, secondary data indicates that kind of data which are not made from the efforts
of the researcher; instead, it has been created as the result of someone else’s work and has been
published on articles, journals, newspaper, internet or any other source. Based on both the
primary and the secondary sources of data, this research study will be done. Using a cautiously
designed questionnaire the researcher gathers primary data. For the purpose of collecting first
hand primary data surveying respondents have also been used. Then the researcher accumulates
secondary data from different sources such as books, journals and blogs again (George, and
Weimerskirch, 1994).
 14

3.7 Research Methods:

Hayes, (2008) refers that through the research methods primary data is examined. It has been
said previously that primary data is collected from primary data sources. Everyone knows that
there are fundamentally two kinds of research methods. The methods are qualitative research
method and the quantitative research methods. The research will be conducted using both the
quantitative and the qualitative methods for analyzing the data collected from different data
sources in this report. Using qualitative methods examining primary data has been done. From
the survey process will be done with the help of quantities methods, the analysis of the primary
data collected.

Customer satisfaction is very important part of this sector.Anderson and Srinivasan (2003),
defined satisfaction as the contentment of the customer with the respect to his/her prior
purchasing experience with a given service firm. Kotler (2010) defined satisfaction as: ―a
person‘s feeling of pleasure or disappointment resulting from comparing a product‘s perceived
performance (or outcome) in relation to his or her expectations. If the performance match or
exceed to the expectation, then the customer is satisfied, if the performance is below par then the
customer is dissatisfied. Satisfaction refers to the buyer’s state of being adequately rewarded in a
buying situation for the sacrifice he or she has made (Al-alak, 2009).Luoand Homburg (2007)
concluded that customer satisfaction positively affects business profitability. At satisfaction,
consumers have been compensated either properly or improperly from sacrifice from cognitive
point of view (Howard &Sheth, 1969). Satisfaction was said to be psychological state after
experiencing products and/or services of enterprise with static and/or continuous emotion
(Oliver, 1980). In other words, satisfaction means emotional reaction to the experience of
product and/or service bought, retailer, shopping and/or purchasing behavior (Westbrook, &
Reilly, 1983). The majority of studies have investigated the relationshipwith customer behaviour
patterns (Dimitriades, 2006; Olorunniwo et al., 2006; Chi and Qu, 2008; Faullant et al., 2008).
According to these findings, customer satisfaction increases customer loyalty, influences
repurchase intentions and leads to positive word-of-mouth. Given the vital role of customer
 15

satisfaction, it is not surprising that a variety of research has been devoted to investigating the
determinants of satisfaction. Therefore, satisfaction that consumers feel satisfied with service

and/or product to have affirmative emotion is said to be subjective emotion. Satisfaction that is
important factor of relationship management is index to forecast consumers’ future behavior.
(Grace &O'Cass, 2005). A lot of papers investigated satisfaction (Lee & Bea, 2006; Kang et al.,
2011; Koo, 2005; Yu & Yoon, 2011; Kwon & Yu, 2014).. Satisfaction can be determined by
subjective (e. g.customer needs, emotions) and objective factors (e. g. product and service
features). Applying to the hospitality industry, there have been numerous studies thatexamine
attributes that travelers may findimportance regarding customer satisfaction.In addition, many
marketing activities (e.g. relationship marketing, marketing research, data mining,
promotion/communications, supply chain management, sales and purchasing and after sales
support) are now technology enabled due to the increasing expansion of online marketing via the
Internet (O‟Connor & Galvin, 2001). Companies are now using the Internet to build closer
relationships with consumers and marketing partners. Besides competing in traditional
marketplaces, they now have access to exciting new market spaces. Moreover, through the
Internet, consumers can learn about design, order, and pay for products and services, without
ever leaving home and then, through the wonders of express delivery, they can receive their
purchases in short time. From virtual reality displays that test new products to online virtual
stores that sell them, the technology explosion is affecting every aspect of marketing. The
Internet has now become a truly global phenomenon (Srisuwan & Barnes, 2008; Teng et al.,
2007). Besides, Jaya wardhena et al. (2007) in their study considered the purchasing orientation
of potential buyers and assessed its impact on purchase behaviour, but found that individual
orientation is independent of purchasing decision, which reinforces the views of Liu et al. (2008)
and Sorce et al. (2005) that every stage of the purchasing decision making cycle may have
impact on a potential buyer‟s decision to buy online or not. Demangeot and Broderick (2007)
reported that “information search experiences affect the attitudes towards the site and its brands”.
 16

In the Koo et al. (2008) study, which was conducted on 279 online customers in Korea, it was
found that “32.5 per cent use the internet for news and information, 32.5 per cent for
communication, 7.5 per cent use it for entertainment while 7.1 percent for online shopping”.
Furthermore, in consistent with Gay et al. (2007), Yun and Good (2007), Lee and Lin (2005),

Rajamma et al. (2007) , Kim and Kim (2004) , Ramus and Nielsen (2005) , Ladson and
Fraunholz (2005), Kramarae and Kramer (1995), Welch (1995), Rathmell et al. (1998),
Johnstone (1999), Singh (2004), Smith & Chaffey (2002), and Canavan et al. (2007),: consumer
satisfaction and purchase decision on online shopping depends on few more issues. These are: e-
store image, delivery and customer services, service quality and purchase behavior,
personalisation, motivations for online purchase, trust, reliability, privacy, transaction and cost,
incentive programmes, web-site design, online interactivity, merchandise motivation, assurance,
convenience (or Hassle Reduction), pragmatic motivation, responsiveness, consumer risk
assessment etc.

2.1. Objective of the study:

This paper work aimed to find out some outcome regarding measuring customer satisfaction.
After an extensive literature review this project is conducted with the objective of assessing the
customer satisfaction towards online bakery especially in Dhaka city.
There are some significant objectives these are –
4. Measuring awareness of Bangladeshi people about the online bakery.
5. Measuring customer satisfaction.
6. Attitude towards online bakery.
 17

2.2. Research Hypothesis :

H0: People are not satisfied with online bakery.

H1: People satisfied with online bakery.

2.3 Variables

Writers name Book/article name Selected variable

The Little Book of Big Attention,
Rao, Ajit. and Chandra,
Customer Satisfaction Responsiveness
Subhash
Measurement

Carlol lu Service quality and customer Caring

satisfaction

Johnson, Michael D. and Improving customer Decoration , packaging

Gustafsson, Anders satisfaction, loyalty, and profit

TLC Online article about bakery Easy to order ,price, taste

18
Chapter Three: Working methodology

3. Working methodology

3.1 Research Design:

 For the purpose of assessing the level of various satisfaction issues, primary data have
been collected from respondents and secondary data have been collected from magazines
and websites
 Questionnaires will be administered by online survey.
 Noncomparative scaling techniques like Likert scale will be used.
 Questions will be structured and presented in scales and dichotomous questions. It will
may take 5-10 minutes of the respondents.
 Sampling without replacement technique will be used and sample size will be 100.

3.2 Population:

People who used internet and social media have been chosen as respondents purposively
(nonrandom sampling method), as the main objective of research is to study the customer
satisfaction in respect of online bakery.

3.3 Sampling frame

We only selected the customers who use internet and social media. As we are conducting the
survey in online our respondents are likely to be users of internet.
 19

3.4 Sample Size:

We conducted our survey on 100 respondents.

3.5 Research Questions:

Standard pattern of questionnaires has been followed during the research. Using Likert scale,
questionnaire has been designed. The scale consists of 5 point for the research (Wang and Lo,
2002). To understand the respondents about how to answer the questions, it was very hard for the
researcher. But the researcher has seen that people tend to assign fewer marks for indicating poor
performance or when they want to upset with something. They were also explained by me about
the neutral point of the Likert scale. The Likert scale numbering is as the following-

o Strongly Agree = 1
o Agree = 2
o Neutral = 3
o Disagree = 4
o Strongly Disagree = 5

3.6 Data collection methods:

In this research study, it will use both the primary and secondary data collection techniques to
collect the data. Based on the data from primary data collection and secondary data collection the
report will be prepared. Generally primary data is not found or published from anywhere (Ethica,
2013). So, to get this kind of data, a researcher must be collect reasonable data by own-self.
However, there are some sources that can be used as primary data source such as interview,
observation and survey etc. (Fisher, 2008).

On the other hand, secondary data indicates that kind of data which are not made from the efforts
of the researcher; instead, it has been created as the result of someone else’s work and has been
published on articles, journals, newspaper, internet or any other source. Based on both the
primary and the secondary sources of data, this research study will be done. Using a cautiously
 20

designed questionnaire the researcher gathers primary data. For the purpose of collecting first
hand primary data surveying respondents have also been used. Then the researcher accumulates
secondary data from different sources such as books, journals and blogs again (George, and
Weimerskirch, 1994).

3.7 Research Methods:

Hayes, (2008) refers that through the research methods primary data is examined. It has been
said previously that primary data is collected from primary data sources. Everyone knows that
there are fundamentally two kinds of research methods. The methods are qualitative research
method and the quantitative research methods. The research will be conducted using both the
quantitative and the qualitative methods for analyzing the data collected from different data
sources in this report. Using qualitative methods examining primary data has been done. From
the survey process will be done with the help of quantities methods, the analysis of the primary
data collected.
 21

Chapter four:Data analysis and findings

4.1 Data analysis

Data analysis part includes the analysis of data followed by a discussion of the research findings.
The findings relate to the research questions that guided the study. Data were analyzed to
identify, describe and explore the relationship between the dependent variable ‘customer
satisfaction” and independent variables (caring, packaging, taste, hygienic, easy to order,
responsiveness, pricing, decoration, attentiveness) and to show the intensity of the relationship
between the variables. Data were obtained from self-administered questionnaires, completed by
100 people (100%response rate, 73% by students, 17% by service holder and 10% by others).

Bhutto et al, (2012) refers that it must be entered into SPSS to analyze the data and the data
should from the closed questions in the questionnaires coded. Here, we use cross tabulations and
descriptive statistic to analyze the data as these provide laborious and simple way of arranging
and presentation of data results. ANOVA test, regression test will be done for this research. The
data which are collected from the close ended questions will be input in the excel sheet and it
will be analyzed physically using content analysis from main frame. Correlation and regression
analysis were used to show the relationship between the dependent variable ‘customer
satisfaction’ and independent variables (caring, packaging, taste, hygienic, easy to order,
responsiveness, pricing, decoration, attentiveness) and to show the intensity of the relationship
between the variables.
 22

4.2Findings:

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 63.286 9 7.032 24.612 .000a

Residual 25.714 90 .286

Total 89.000 99

a. Predictors: (Constant), caring, packaiging, taste, hygienic, responsiveness,

easytoorder, decoration, pricing, attentiveness
b. Dependent Variable: satisfaction
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients Collinearity Statistics

Model B Std. Error Beta t Sig. Tolerance VIF

1 (Constant) .438 .175 2.506 .014

Easy to order .112 .089 .130 1.257 .212 .299 3.347

responsiveness -.131 .100 -.130 -1.302 .196 .321 3.112

attentiveness .125 .138 .123 .906 .367 .175 5.711

pricing -.192 .095 -.232 -2.017 .047 .243 4.109

packaging .165 .105 .202 1.568 .120 .194 5.162

decoration .187 .080 .263 2.328 .022 .252 3.975

taste .115 .089 .121 1.294 .199 .368 2.717

hygienic .041 .095 .044 .434 .665 .308 3.244

caring .404 .128 .429 3.166 .002 .175 5.725

a. Dependent Variable: satisfaction

4.3 Interpretation:

As previously stated 100 people were surveyed. All of them were surveyed online. Among the
respondents 73% were students, 17% were service holder and 10% were from other professions.
From the responses, 69% came from the age group of 20-25 years, 19% came from the age group
of 25- 30 years and 12% came from the age group of above 30 years. Only a little number of
responses came from the age group of above 30 years. From the responses, 39% responses came
from males and 61% responses came from females.
 26

 The regression equation will be:

ŷ = a+ b₁x₁+ b₂x₂+ b₃x₃+ b₄x₄+ b₅x₅+ b₆x₆+ b₇x₇+b₈x₈+ b₉x₉+ b₁₀x₁₀

From the table value, putting the values into the equation, we get,

(Customer satisfaction) = .438+ .122 (easy to order) - .131 (responsiveness) + .121 (attention) - .
192 (pricing) +.162 (packaging) +.187 (decoration) + .115 (taste) +.041(hygiene) +.404 (caring)

1. The statement “Their services are satisfying “ From the responses, 46% people strongly
agreed, 50% people agreed, 4% people neither agreed nor disagreed.

From the table value of Pearson correlation, it has been found that customer satisfaction
is positively correlated with easy to order at .000 significance level that is highly
significant. Customer satisfaction is also positively correlated with responsiveness at .
000 significance level , with attention at .000 significant level, , with pricing at .000
significance level, with packaging at .000 significance level, with decoration at .
000significance level, with taste at .000 significance level, with hygiene at .000
significance level, with caring at .000 significance level.

2. The statement “It is easy for us to order online” From the responses, 10% people strongly
agreed, 74% people agreed, 10% people neither agreed nor disagreed, 6% people disagreed.

The table value suggests that the rate of change of customer satisfaction with respect to
easy to order is about .112. The table value of coefficient suggests that easy to order
influences customer satisfaction at .212 significance level.
 27
3. The statement ‘They response quickly. From the responses, 22% people strongly
agreed, 63% people agreed, 15% people neither agreed nor disagreed.
The table values suggest that the rate of change of customer satisfaction with respect to
responsiveness is about -.131 that denotes inverse relationship. The table value of
coefficient suggests that responsiveness has influence in customer satisfaction at .196
significance level.
4. The statement” They give you proper attention”. From the responses, 26% people
strongly agreed, 54% people agreed, 18% people neither agreed nor disagreed, 2%
people disagreed.
The table value suggests that the rate of change of customer satisfaction with respect to
attention is about .125. The table value of coefficient suggests that attention has
influence in customer satisfaction at .367 significance level.

5. The statement ”They charge accurate price “From the responses 48% people agreed,
36% people neither agreed nor disagreed, 16% people disagreed.
The table value suggests that the rate of change of customer satisfaction with respect to
pricing is about -. 192that denotes to inverse relationship.

6. The statement There packaging was good . From the responses, 20% people strongly
agreed, 70% people agreed, 28% people neither agreed nor disagreed and 2% people
disagreed.
The table value suggests that the rate of change of customer satisfaction with respect
packaging is about .165.
The table value of coefficient suggests that design influences customer satisfaction at .
120 significance level.
7. The statement “Their cake decoration is unique”. From the responses 70% people
agreed, 27% people neither agreed nor disagreed, 3% people disagreed.
The table value suggests that the rate of change of customer satisfaction with respect to
is about .187. The table value of coefficient suggests that variety influences customer
satisfaction at .022 significance level which is highly significant.
 8. The statement ‘The taste of cakes is good.’ From the responses, 2% people strongly
agreed, 48% people agreed, 38% people neither agreed nor disagreed, 12% people
disagreed.
The table value suggests that the rate of change of customer satisfaction with respect to
taste is about .115.The table value of coefficient suggests that taste influences to
customer satisfaction at .199 significance level.
9. The statement ‘They bake cake on hygienic environment rather than other bakery
From the responses, 0% people strongly agreed, 60% people agreed, 33% people neither
agreed nor disagreed, 7% people disagreed and 0% people strongly disagreed.
The table value suggests that the rate of change of customer satisfaction with respect to hygiene
is about .041. The table value of coefficient suggests that hygiene influences little on customer
satisfaction at .665 significance level.

10. The statement ‘They deliver in a caring manner.’ From the responses, 0% people
strongly agreed, 90% people agreed, 2% people neither agreed nor disagreed, 8%
people disagreed and 0% people strongly disagreed.

The table value suggests that the rate of change of customer satisfaction with respect to caring
is about .404. The table value of coefficient suggests that caring influences little on customer
satisfaction at .002 significance level.
From the model summary, it has been found that value of R is .843 which denotes to strong
association between Y (customer satisfaction) and 9 predictor variables (caring, packaging, taste,
hygienic, easy to order, responsiveness, pricing, decoration, attentiveness). By squaring R, the
value of the coefficient of determination is identified. The statistics enable to determine the
amount of explained variation in Y from the 9 predictors on a range from 0-100 percent. Thus,
71.1 percent of the variation in Y (Buying intension) is accounted for through the combined
linear effects of the 9 predictor variables. As the value of adjusted R square is low, there is an
opportunity to further explore independent variables and to further explore correlations among
independent variables. Adjusted R Square supports R Square by 68.2 percent.
4.4 Implications of the Study :

All the findings of the study have been summarized to make it easier to have an idea at a glance.
For the sake of convenience of understanding, the findings have been described with reference to
the objectives of the study. The objective of the study was to find out the variables that
influences the customer satisfaction of online bakery. Through survey 9 variables were found
that people consider before purchasing . Through Regression analysis, it can be observed that
these variables were moderately correlated with each other. The value of R is .843 which is
moderately significant. The value of adjusted R square is .682 which is not that much significant.
There exists possibility for research and to find the correlation among the variables.

4.5 Limitations of the Study:

 This study is actually confined to the response of people of Dhaka city in Bangladesh.
That’s why the analysis result may not reflect the actual scenario of people’s satisfaction towards
online bakery . It may portray different scenario if further studies are conducted considering the
whole Bangladesh as a sample.
 There were time constraints during the survey. Otherwise more samples could be
surveyed and the result could be much positive and strong.
 The people who were surveyed sometimes created problem and did not read and answers
the questionnaires properly which might have led to poor results.
 In terms of the result output, together the independent variables explained 72% of the
variance of the dependable variables whereas the remaining 38% was due to unidentified
variables which indicate the necessity of further studies to identify the rest of the undefined
variables.
 30

Chapter five

Conclusion and Recommendation

Recommendation of the study: Based on the resultant outcome of the project, the
following suggestions have been highlighted. Home baking is very flourishing so that the owner
has to face competition. She/he has to build herself a unique one. Try to create difference on
their service. The most challenging part is delivery. So keep it very seriously that the delivery
process is highly reliable. Many people from the survey give some suggestions. That is accepting
good pricing. A fair pricing should be charge. And try to keep promises. Try to keep unique
quality. They have to emphasis on good customer service. However, the physical bakery
presence is not matched by their online performance. While Mr. Baker cakes are available
in different e-commerce websites, their Facebook page is almost inactive since 2014. CFC
Facebook page presents an array of food items and the sweet dishes are often lost in the
mix. Coopers’ Bakery Bangladesh operates their Facebook presence, trying to
communicate with customers with giving prompt replies - however it uploads selective
content such as new products, their custom-made cake orders with the name of the
customer and an odd share of Foodbank reviews here and there – it is probably safe to
claim that bakeries have a lot to do in bringing the human touch to their baking experience
online.

Conclusion:
The demand in the Cake and Pasty within Bangladesh is increasing everyday. Because of, the
economical situation and the total GDP of Bangladesh is growing up. It is indicate that our total
income amount is stronger subsequently previous time. As a result when the income higher level
of a country is increased then we are able to say that, the demand connected with luxury product
is usually increased. Due to income level circumstance, a branded Dessert and Pasty is just not
luxury for you.
 31

Chapter six

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