Managing Factors Influencing Customer Satisfaction on Food Service Establishments in Cyberjaya, Selangor
DOI:
https://doi.org/10.56532/mjbem.v2i2.260Abstract
This study examined the factors influencing customer satisfaction among food service establishments in Cyberjaya, Selangor, focusing on price, atmosphere, service quality, and product quality. A quantitative, descriptive research design was adopted, and data were collected through an online questionnaire distributed via convenience sampling. A total of 155 valid responses were obtained, exceeding the minimum required sample of 68 determined using the Raosoft calculator for a population of 144,000 at a 90% confidence level and 10% margin of error. Reliability analysis confirmed strong internal consistency, with Cronbach's alpha values ranging from 0.830 to 0.922 across all constructs. Pearson correlation analysis revealed that all four independent variables were significantly and positively associated with customer satisfaction, with product quality showing the strongest relationship (r = 0.537), followed by atmosphere (r = 0.527), service quality (r = 0.517), and price (r = 0.377), all significant at p < 0.01. Multiple linear regression showed the model was significant (F = 18.546, p < 0.000) and explained 31% of the variance in customer satisfaction (R² = 0.331). However, only product quality emerged as a statistically significant individual predictor (β = 0.264, p = 0.040), while price, atmosphere, and service quality did not reach significance in the regression model. All four hypotheses were supported at the correlation level. These findings suggest that food service operators in Cyberjaya should prioritize consistent product quality, while continuing to attend to pricing, ambience, and service standards as complementary drivers of customer satisfaction.
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