Customer Satisfaction

Customer satisfaction is determined through evaluation of customers’ experiences with and perceptions
of products or services and whether both of them meet customer expectations in fulfilling their needs
and wants. According to Ali, Kim, Li, and Jeon (2016), freedom of choice affects customer
satisfaction. For example, restaurant customers could be satisfied and give good feedback when they
have the opportunity of choosing menu items for themselves. Other than that, customer loyalty can
result if provided products or services fulfil their expectations (Hanaysha & Hilman, 2015). Previous
research by Abdul and Zainal (2016), for example, explored the relationship between quality and
customer satisfaction using five independent variables: perceived value, emotional price, monetary
price, behavioral price and reputation.

Price
According to Adam R, Herrmann A, Huber F, Wricke M (2002) Price is a key element in the profit
equation of every firm, it is essential to analyze the mechanisms of customer price behavior (CPB) and its
determinants. The concept of customer satisfaction (CS) as one of these determinants has frequently been
analyzed in the recent academic literature on marketing and pricing. This paper aims to analyze current
studies on the influence of CS on CPB to provide an overview of the current state of research. Based on
this literature review, this study can identify research gaps that can serve as avenues for future research.
Hence, this article contributes to the existing literature by identifying four essential research gaps. First,
future research must consider that in the course of satisfying consumption experiences, the customer
typically pays a certain price. On the one hand this price can serve as an anchor for the customer’s future
price behavior; on the other hand, this price can be used by a company to evaluate such future price
behavior. Furthermore, future studies must differentiate between transaction-specific and cumulative
views of CS. Second, future research should distinguish between the influence of CS and the effect of
customer delight on CPB. Third, the study of the effects of CS on constructs that are also important in
behavioral pricing, such as price acquisition, price processing and price knowledge, has been neglected in
existing research. Fourth, future research should consider further moderators of the relationship between
CS and CPB. Closing these gaps would make an important contribution to marketing research and
practice.
https://link.springer.com/article/10.1007/s11301-014-0105-9
Service Quality
According to Sundho (2015) and Swanson and Chen (2016), all industries identify service quality as a
global concept. The objective of service quality is to fulfil the satisfaction of customers toward the
services that are given. In addition, the staff must serve customers with kindness and show a good
attitude in interacting with the customers. Previous research has stated that the quality of services
provided has an influence on customers (Olise, Okoli, & Ekeke, 2015). Thus, if high service quality is
given, the result will be higher customer satisfaction. Sumaedi and Yarmen (2015) suggested a benefit
quality demonstrate for eateries in Islamic nations. Their demonstrate comprises of eight
measurements: common physical environment, Islamic physical environment, nourishment quality,
holding up time, staff, handle, Islamic-related skill and halal quality. Jaini, Ahmad and Zaib (2015)
examined the components that influence the benefit quality of fast-food eateries, considering the
relationship between client encounter and add up to quality. They utilized three fundamentals
measurements to degree the whole quality of eateries: benefit quality, nourishment quality and air
quality

Food Quality
Food quality is a very important element that influences the satisfaction and purchase intentions among
customers. The objective of managing food quality is to enhance the image and brand recognition of
products and services. According to Md. Sawari, Ghazali, Ibrahim and Mustapha (2015), restaurants
that display Halal logos represent the practice of healthier lifestyles, which produces effective impacts
on the development of the businesses. In enhancing the quality of food, restaurants should provide
fresh and well-cooked meals to maintain quality food. Ko and Su (2015) carried out a study findout the
most variables of nourishment benefit quality. They distinguished two categories of measurements
related to items and clients. The item category comprised item character, culinary expressions and
cleanliness and security.

Cleanliness
A study conducted by Fatimah and colleagues (2011) on Malaysian customers found that cleanliness was
the main factor followed by food variety and location of the premises as criteria in selecting dining places
This observation indicated that customers have deep concerns regarding the risk of foodborne diseases. In
Malaysia, food premises, including food catering, food outlets, stalls, canteens, and food trucks, are
required to comply with the requirements of the Food Hygiene Regulations 2009 under the Food Act
1983. These premises must also undergo routine inspections by the Ministry of Health and local
government to ensure cleanliness maintenance of the premises in short, the premises’ hygiene was found
to guarantee customer satisfaction. Customer satisfaction can be considered to determine the level of
cleanliness of a premise,
albeit study found that customers created optimistic biases, which believed that foodservice
establishments have fewer risks for pathogens. However, Wang and colleagues (2020) claimed
that customers possessed excellent self-protection behaviors due to their high level of aware-
ness regarding hygiene and health while they pursued appetizing food. The customer’s
insight may also be used to improve the particular system in a large scale, for instance, taking
the assessment of customers’ perception into account to increase Canada’s food safety system
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