Theoretical Framework
This research will be anchored on the Customer Satisfaction Theory by Philip Kotler
(2006). Customer satisfaction is the sensation of joy or disappointment experienced by a person
after comparing the actual performance of a product to the expected performance of the
product. Consumer satisfaction is defined as the degree to which the advantages of a product
are experienced in accordance with what customers anticipate. In the context of analyzing the
discrepancy or disconfirmation that is felt between previous expectations and the actual
performance of a product encountered after usage, consumer pleasure or discontent is
expressed as a positive or negative reaction.
However, the total customer satisfaction is described as an effective statement about
emotional reactions to the experience of products and services that is impacted by customer
satisfaction with those items and the information used to pick those products". In a business,
client happiness is essential to survival. As a result, enhancing customer satisfaction is an
important component of improving marketing effectiveness in a company or organization. It
stimulates the development of client loyalty in the minds of happy customers by achieving the
highest possible degree of customer happiness.
There are five main factors that must be considered:
1. Product Quality – consumers will be satisfied if the results of their evaluation show that they
are of high quality.
2. Service Quality- especially for the service industry, consumers will feel satisfied if they got
good or appropriate service.
3. Emotional – consumers will feel proud and get confidence than other people will be amazed
at him when using products with certain brands that tend to have a higher level of satisfaction.
4. Price – products that have same quality but a relatively cheap price will give a higher value to
consumers.
5. Costs- consumer who do not need to incur additional costs or do not need to waste time
getting a product or service tend to be satisfied with the product or services.
Also, the study will be anchored on Social cognitive theory by Bandura (2001). This
utilize in psychology that holds the portions of an individual's knowledge acquisition can be
directly related to observing others within the context of social interactions, experiences, and
outside media influences. Assume as a fact that learning occurs in a social context with a
dynamic and reciprocal interaction of the person, environment, and behavior. The unique
feature of Social Cognitive Theory is the emphasis on social influence and its emphasis on
external and internal social reinforcement.
Moreover, social cognitive theory considers the unique way in which individuals acquire
and maintain behavior, while also considering the social environment in which individuals
perform the behavior. The theory takes into account a person's past experiences, which factor
into whether behavioral action will occur. These past experiences influence reinforcements,
expectations, and expectancies, all of which shape whether a person will engage in a specific
behavior and the reasons why a person engages in that behavior.
Conceptual Framework
The conceptual framework of the study consists of two variables which are the
dependent variables and independent variables. The dependent variables covers the Food
Safety requirements relative to food service Delivery and Customer Satisfaction.
Respondent’s Profile as independent variables pertaining to age, sex, marital status,
educational attainment, and seminar attended among couriers from the selected fast-food
restaurant. The dependent variable pertains to food and safety requirements relative to food
service delivery which includes registration, taking Orders, hygiene guide, and allergen
guidance and customer’s satisfaction which includes waiting times, customer’s needs and
experience.
Independent Variable Independent Variable
Food and safety requirements relative to
food service delivery
Registration
Taking Orders
Respondents Demographic Profile Hygiene Guide
Allergen Guidance
Age
Sex
Marital Status
Educational Attainment Mechanics of customer satisfaction
Seminars Attended
Waiting times
Customer’s needs
Customer’s Experience
Figure 1. Schematic Diagram
