The relationship between factors of product quality, services quality and price that contribute to customer satisfaction: a study in product purchase at Persada Herbs Sdn Bhd / Zurina Mohammad Zubir

Customers satisfaction are one of the drivers that lead to organization success as satisfied customers return to organization, make repeat purchase and may recommend the company to others. In this study, a framework model of factors that contribute to customer satisfaction is developed and described. The study was conducted in order to identify the relationship between customer satisfaction factors as perceived by the customers that purchase product at Persada Herbs Sdn Bhd and to recommend on how the organization can improve its customer satisfaction degree. Three independent variables was tested which are product quality, service quality and price against the dependent variable which is customer satisfaction. A quantitative study that involved 100 respondents among the company's customers by used convenience sampling was done. The collected data were evaluated by using the statistical software SPSS version 22.0 which the analysis used are the Descriptive Statistic, Pearson's Correlation, Regression Analysis and Coefficient analysis. Through the finding, only two independent variables, which was product quality and service quality resulted in having significant relationship toward customer satisfaction which been the variables that can influence the customer's satisfaction in buying product. As a result, only one hypotheses showed positive relationship towards the consumer satisfaction. The recommendation made include conducting further research and feedback display for the company to increase their customer satisfaction.