A study on customer satisfaction (service quality, price and image) towards cafeterias of UiTM, Sabah / Ketty Suhailah Moidi

As all know, business that using full service as their main business is always related with the customer satisfaction and the service quality because this two thing is very important to sustain the competitive advantage between one business with another business in the same industry. In sustain the competitive advantage, many service business measure the level satisfaction of their customer towards the quality service that they provide for their customers. Measuring a customer satisfaction in university cafeteria is the common thing that's service industry always done mainly in food service industry. This paper identifies three main research questions- 1) what is the level satisfaction of customers towards the cafeterias in UiTM's Sabah? 2) What are the factors that determine the successful of the cafeterias in UiTM's Sabah? 3) What is the suitable recommendation to the owner of the cafeterias in UiTM's Sabah in order to satisfy customers who having meals at their cafeterias? This survey conducted on a 300 customers of UiTM Kampus Sabah which are 100 surveys on customers of Cafeteria in New Academic Building, 100 surveys on customers of each Cafeteria B and Cafeteria C respectively and the purpose of this study is to measure the level satisfaction of customers towards the three largest cafeterias in UiTM Sabah Campus.