The Influence of Service Quality and Perceived Value on Customer
Satisfaction: A Study of Gacoan Noodles Buah Batu, Bandung
1

Janadi Rammelsbergi Thamrin,2. Dr. Neng Susi Susilawati Sugiana,3 Kayla Nazwa Naysa,4. Femy Susanti, 5. Yunia
Nur Rohmah
1

Business of Administration, 2 Business of Administration
3
.Institute Digital Economics LPKIA
1 .janadithamrin@lpkia.ac.id 2. nengsusi@lpkia.ac.id, 3 kaylanazwanaysa@gmail.com
4
.fmyssn@gmail.com 5 yunianurrohmah17@gmail.com

Abstract
This study aims to explore the influence of service quality and perceived value on customer satisfaction at
Gacoan Buah Batu, Bandung. As competition in the food and beverage industry intensifies, understanding key
drivers of customer satisfaction has become crucial for business sustainability. The primary objective of this
research is to investigate how customers’ perceptions of service quality and value influence their overall
satisfaction and dining experience. A qualitative research approach was employed, involving in-depth interviews
with 15 respondents who are regular customers of Gacoan. The data were analyzed thematically to identify
recurring patterns and insights. Findings indicate that customers place high importance on speed of service, staff
responsiveness, cleanliness, and perceived affordability. When these elements meet or exceed expectations,
customer satisfaction significantly increases. Conversely, inconsistencies in service or perceived decline in value
lead to dissatisfaction. A notable uniqueness of this study lies in its focus on a single outlet, providing a microlevel understanding of consumer behavior in a specific urban setting. The practical implication of this study
suggests that Gacoan can enhance customer loyalty by maintaining consistent service quality and optimizing value
perception through promotions or personalized experiences. Businesses in similar markets may also benefit from
adopting a localized approach to understanding customer needs. These insights serve as a valuable reference for
improving service management strategies in Indonesia’s competitive culinary sector.
Keywords: Service Quality, Perceived Value, Customer Satisfaction, Qualitative Research, Gacoan Buah Batu

I. Introduction
In today’s rapidly growing culinary industry,
customer satisfaction plays a crucial role in
determining business sustainability. Consumer
expectations continue to rise, making it essential for
businesses to consistently deliver excellent service
and value. Service quality and perceived value have
been extensively examined as key predictors of
customer satisfaction. [1]emphasized that service
quality significantly affects customer loyalty and
purchase intention. Thus, food outlets must prioritize
these elements to retain customers in a competitive
market.
One prominent player in Indonesia's culinary
sector is Gacoan, a fast-growing noodle chain known
for its affordability and youth-oriented branding. The
Gacoan outlet located in Buah Batu, Bandung, has
attracted a large customer base due to its accessible
pricing and quick service. However, as customer
volume increases, concerns regarding service
consistency and value perception have emerged.
Some customers report a decline in service quality

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during peak hours, which raises questions about
sustainability. This indicates a potential gap between
customer expectations and their actual dining
experience.
Previous studies have consistently linked service
quality with customer satisfaction, particularly in the
hospitality and F&B sectors. [2]introduced the
SERVQUAL model, which remains widely used to
evaluate service dimensions. Similarly, perceived
value the trade-off between benefits received and
costs incurred has been identified as a strong predictor
of satisfaction [3]. However, some researchers argue
that cultural and regional differences can affect how
value and service quality are perceived [3]. Therefore,
local studies are needed to explore these variables
within specific business contexts.
Contradictions exist in the literature regarding
which factor service quality or perceived value holds
more weight in influencing satisfaction. While some
findings argue that service quality is the primary
determinant [4], others highlight perceived value as
Consequently, there is a need to examine both
constructs together in a specific and practical context.
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This study aims to investigate how service quality
and perceived value affect customer satisfaction in the
Gacoan Buah Batu outlet. By focusing on this single
location, the research provides detailed insights into
customer experiences in an urban, fast-paced culinary
setting. It seeks to address whether Gacoan is meeting
the expectations of its primary consumer
demographic young and budget-conscious diners. In
doing so, it contributes to the broader understanding
of satisfaction drivers in Indonesia’s fastfood sector.
Additionally, it offers practical implications for
improving service delivery in similar business
models.
The research adopts a qualitative methodology to
capture in-depth customer perspectives. Twenty
regular customers of Gacoan Buah Batu were
interviewed using semi-structured questions. This
method enables the researcher to explore not just what
customers think, but why they think that way.
Qualitative studies are particularly effective for
understanding behavioral nuances and unquantifiable
experiences [5]. Thematic analysis was used to
identify patterns and recurring themes across
respondents' narratives.
Despite the rich body of literature on customer
satisfaction, few studies focus on single-location fast
food chains in Southeast Asia. Most previous research
centers on larger, multinational brands such as
McDonald’s or Starbucks, often overlooking
localized chains with unique market dynamics [2].
This creates a research gap, especially in fastexpanding chains like Gacoan. By addressing this
gap, the current study contributes novel insights into
a growing yet underexplored area of customer
satisfaction research. It responds to the call for more
localized, context-sensitive investigations.
The following research questions guide this study:
1. How do customers perceive the service quality at
Gacoan Buah Batu?
2. What is the relationship between perceived value
and customer satisfaction?
3. How do both service quality and perceived value
interact to influence customer satisfaction in this
setting?
These questions help identify which aspects of the
dining experience are most impactful from the
customer’s point of view. They also serve as a
foundation for future research or managerial
improvement.
In terms of theoretical contribution, this study
offers a context-specific extension of the
SERVQUAL and PERVAL models. By applying
these frameworks to a local Indonesian restaurant, the
research tests the flexibility and applicability of these
global models. Moreover, it incorporates qualitative
insight that is often lacking in quantitative satisfaction
studies. As a result, the findings are more grounded in
real-life customer experiences. This enhances the

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practical utility of the study for business decisionmakers.
From a practical standpoint, the study provides
actionable
recommendations
for
Gacoan
management. For example, ensuring consistent
service speed and staff friendliness may enhance
customer retention. Additionally, introducing valuebased promotions could improve perceived worth
among budget-sensitive diners. These strategies can
be adopted not only by Gacoan but also by other
regional chains aiming to expand. Hence, the study
bridges academic theory and operational practice.
The uniqueness or novelty of this research lies in
its micro-focus on a single yet significant outlet,
combining service quality and perceived value from a
qualitative perspective. Unlike prior studies that
generalize across branches or rely solely on surveys,
this study offers deep insight into customer voice.
Such depth is critical for businesses seeking to
understand the why behind consumer choices.
Furthermore, this outlet serves as a strategic location
in Bandung’s culinary map, making the findings even
more valuable. This state-of-the-art approach
reinforces the importance of granular, qualitative
analysis in service research.
In conclusion, as customer expectations evolve in
tandem with the culinary landscape, businesses must
adapt by understanding key satisfaction drivers.
Service quality and perceived value are
interdependent variables that influence the customer
journey. Through a localized, qualitative lens, this
study enriches existing literature and provides
relevant insights for Gacoan and similar F&B
businesses. By addressing a research gap and offering
novel perspectives, it supports both theoretical
development and practical improvement. Future
studies are encouraged to build on these findings with
broader samples or comparative designs.

Fig 1. Customer Complaints Distribution at Gacoan Buah Batu

The pie chart illustrates the distribution of
customer complaints at Gacoan Buah Batu,
highlighting key service-related issues affecting
customer satisfaction. The majority of complaints
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(40%) pertain to service speed, indicating that delays
in order fulfillment are a primary concern among
patrons. This is followed by staff responsiveness
(30%), suggesting that the quality of interpersonal
interactions also significantly influences the dining
experience. Issues related to consistency (15%),
cleanliness (10%), and affordability (5%) were
reported less frequently but still contribute to overall
dissatisfaction. These findings underscore the
importance of operational efficiency and employee
performance in maintaining customer satisfaction in
fast-paced, high-volume food service environments.
II. Literature Review
Service quality has long been considered a
cornerstone in evaluating customer satisfaction across
various industries. [6] developed the SERVQUAL
model, which includes five dimensions: tangibles,
reliability, responsiveness, assurance, and empathy.
This model has been widely adopted and tested in
various service contexts. [7], in his foundational book
Service Management and Marketing, emphasizes that
service quality should be seen as a process, not just an
outcome. This aligns with contemporary views that
focus on customer experience throughout the service
journey. Therefore, consistent service delivery is
essential for building lasting customer relationships.
Recent studies have affirmed the relevance of
service quality in the food and beverage sector,
especially in fast-paced environments. According to
[8], service quality positively affects customer
satisfaction and revisit intention in fast casual
restaurants. [8]found that responsiveness and
reliability are the most influential dimensions for
Indonesian food outlets. These findings support the
theoretical foundation laid by [4] and expanded by [9].
As customer expectations evolve, service quality
remains a key differentiator. This is particularly
critical in establishments like Gacoan that rely heavily
on high-volume customer turnover.
Perceived value, often defined as the consumer’s
evaluation of a product’s worth relative to its cost, is
another major determinant of customer satisfaction.
[10] described perceived value as the overall
assessment of utility based on what is received versus
what is given. [11], in their book Marketing
Management, also emphasized the importance of value
creation in fostering brand loyalty and customer
retention. Perceived value includes functional,
emotional, and social dimensions, especially in food
service settings. Recent research by Tran, Nguyen, and
[9]shows that perceived value has a direct and
significant impact on customer loyalty in Vietnamese
restaurants. This supports the idea that value
perception is context-sensitive and culturally
influenced.
The interplay between service quality and
perceived value has been explored in many empirical
studies, although results vary across contexts. For
example, [12]demonstrated that in Indonesian culinary
SMEs, perceived value mediated the relationship
between service quality and customer satisfaction.
This suggests that customers may not separate service
from value, but rather view them as part of a holistic
experience. In contrast, [13]found that perceived value

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independently influences satisfaction in high-end
restaurants, regardless of service quality. These
conflicting findings highlight the importance of
context and market segment. [14] argued that value
creation happens during service encounters, further
supporting the interdependence of these constructs.
Customer satisfaction itself is a complex,
multidimensional construct influenced by both
tangible and intangible factors. [9] define customer
satisfaction as the degree to which a product or service
meets or exceeds customer expectations. It has been
linked not only to customer retention but also to
positive word-of-mouth and brand equity. [7],
customer satisfaction in the food industry is
significantly influenced by service accuracy, staff
attitude, and restaurant ambiance. These findings align
with earlier service quality models, reaffirming their
relevance in modern service sectors. Thus, satisfaction
must be viewed as both an outcome and a driver of
future behavior.
In the Indonesian context, studies on service
quality and perceived value have gained traction in
recent years. [15]investigated fast food outlets in
Jakarta and found that perceived affordability
significantly shaped customers’ satisfaction levels.
[16]revealed that service quality dimensions such as
empathy and responsiveness were key drivers in
determining satisfaction among university students.
These localized findings highlight cultural and
regional factors that affect customer perceptions. This
supports the call by [17] for context-specific models in
service research. It also validates the need for studies
focusing on local brands like Gacoan.
Contradictions in previous literature have led to
ongoing debate regarding which factor — service
quality or perceived value — has a more dominant
influence on satisfaction. In price-sensitive markets,
perceived value may outweigh service concerns [1].
However, in premium or niche segments, service
quality often takes precedence [4]. [18]posited that
customers evaluate service episodes based on both
technical (outcome) and functional (process) quality.
This dual lens helps reconcile conflicting results in
empirical studies. The balance between value and
service may shift depending on customer profile and
brand positioning.
Customer demographics also play a critical role in
shaping perceptions of value and service quality.
Younger customers, particularly Generation Z, tend to
prioritize speed, digital interaction, and affordability
[2]. In contrast, older consumers may value staff
courtesy and consistency more. This demographic
divergence has implications for brands like Gacoan
that primarily target students and young professionals.
[17] highlight the importance of segment-specific
marketing strategies in managing expectations.
Tailoring service strategies based on demographic
insights can therefore enhance satisfaction levels.
The use of qualitative research in understanding
customer satisfaction offers unique advantages over
quantitative approaches. [18], qualitative inquiry
allows researchers to capture deep insights, emotions,
and motivations behind consumer behavior. This
method is especially useful in settings where customer
experience is shaped by context-specific nuances. [1]
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on local Indonesian cafés revealed that perceived
authenticity and emotional value were strong
predictors of satisfaction. These insights are difficult
to capture through survey methods alone. Thus, the
present
study’s
qualitative
approach
is
methodologically justified and relevant.
In summary, the literature establishes strong
theoretical and empirical support for the impact of
service quality and perceived value on customer
satisfaction. [5]provide a solid conceptual base. Recent
studies from Southeast Asia and Indonesia further
enrich this understanding by highlighting contextual
variables. However, inconsistencies in findings
suggest that further localized exploration is necessary.
The current study responds to this need by focusing on
a single outlet of Gacoan in Bandung, using qualitative
methods. This contributes to both theoretical
development and practical service improvement in the
Indonesian culinary sector.

Fig 2. Theoretical Framework

III.Research Method
This study employed a qualitative research
approach to explore the influence of service quality
and perceived value on customer satisfaction.
Qualitative research is suitable for capturing in-depth
insights and subjective experiences, which are
essential in understanding customer perceptions.
[9]noted, qualitative methods allow researchers to
interpret meaning through participants’ lived
experiences. Since the study aimed to analyze
emotional and contextual elements behind customer
satisfaction, this approach was deemed most
appropriate. It also allows for greater flexibility in data
collection and interpretation.The participants in this
study consisted of 15 regular customers of Gacoan
Buah Batu, Bandung.
Interview Questions for Informants:
1. How often do you visit Gacoan Buah Batu, and
what usually motivates your visit?
2. How would you describe your overall experience
with the service at Gacoan?
3. Can you share a recent experience when the service
at Gacoan met or did not meet your expectations?
4. How do you perceive the speed of service,
especially during busy hours?
5. Do you find the staff at Gacoan helpful, polite, and
responsive to your needs? Why or why not?
6. In your opinion, how clean and organized is the
dining environment at Gacoan Buah Batu?
7. Do you believe the food and service you receive
are worth the price you pay? Please explain.

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8. How does Gacoan compare to other similar
restaurants in terms of value for money?
9. What specific aspects of Gacoan’s service do you
value the most?
10. Have you ever felt dissatisfied with your visit to
Gacoan? If yes, what caused it?
11. How likely are you to return to Gacoan in the future
based on your past experiences?
12. To what extent do service quality and staff
behavior influence your satisfaction at Gacoan?
13. How important is pricing and portion size in your
overall satisfaction with Gacoan?
14. What suggestions would you give to improve
customer satisfaction at Gacoan Buah Batu?
15. Would
you
recommend
others? Why or why not?

Gacoan

to

These respondents were selected using purposive
sampling to ensure that they had relevant and
consistent experiences with the restaurant. All
participants were aged between 18 and 30 years,
mostly students and young professionals—the primary
customer demographic of Gacoan. Prior to the
interviews, informed consent was obtained, and
confidentiality was assured. This demographic profile
enabled the study to generate specific insights relevant
to Gacoan's core market.
Data collection was conducted through semistructured interviews, allowing for both guided and
open-ended responses. Each interview lasted
approximately 30 to 45 minutes and was audiorecorded with the participants’ permission. The
interview questions covered areas such as service
speed, staff behavior, cleanliness, pricing, and overall
satisfaction. This format allowed respondents to freely
express their thoughts while ensuring that all key
variables were addressed. Data saturation was reached
by the fifteenth interview, indicating that no new
themes were emerging.
The collected data were transcribed verbatim and
analyzed using thematic analysis. [9] six-phase
approach, the researcher familiarized themselves with
the data, generated initial codes, searched for themes,
reviewed themes, defined and named themes, and
produced the report. Patterns and relationships among
service quality, perceived value, and customer
satisfaction were identified during the analysis
process. NVivo software was used to assist in the
organization and coding of the qualitative data. This
systematic method ensured the credibility and
reliability of the findings.
The decision to use qualitative analysis was also
motivated by the lack of detailed, contextual studies on
local fastfood chains in Indonesia. By focusing on a
single outlet, the study could investigate specific
environmental and operational influences on customer
satisfaction. The in-depth narratives provided by
participants offered richer explanations than
standardized surveys. These insights are particularly
valuable for practical decision-making at the
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managerial level. As a result, the research contributes
both to academic understanding and business
application.
Based on the literature and field context, the
following hypotheses were proposed to guide the
analysis:
H1: Service quality has a positive influence on
customer satisfaction at Gacoan Buah Batu.
H2: Perceived value has a positive influence on
customer satisfaction.
H3: Perceived value mediates the relationship
between service quality and customer satisfaction.

Fig 3. Research Model

IV. Results and Discussion
A. Results
Theme
Frequency &
Motivation

Service Quality

Cleanliness
Value for Money
Ordering System
Satisfaction &
Loyalty
Suggestions for
Improvement
Recommendation
Likelihood

Sub-Themes / Highlights
Regular visits (1–3x/month),
affordability, convenience,
socializing
Generally
positive
(responsive, polite staff),
some delays during peak
hours
Mostly clean, but occasional
messes during busy times
Very affordable, portion size
praised
Appreciated
(QR-based,
digital),
efficient
but
occasional system errors
High satisfaction, many
would return, repeat visits
likely
More menu variety, more
staff during busy hours,
improve
cleanliness
consistency
Majority would recommend
to others, especially students
and young people

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Respondents generally visit Gacoan Buah Batu
between one to three times per month, with a few even
visiting weekly or daily. Most are motivated by the
restaurant’s affordability, strategic location (close to
work or home), and the comfort it offers for social
gatherings. Several also cited Gacoan’s popularity and
trendiness among peers as factors influencing their
visits.
Overall, the service at Gacoan is perceived
positively. Most respondents noted that the staff are
polite and that service is generally good. A few
mentioned delays during peak hours or instances of
incorrect orders, but these were usually resolved
quickly and did not significantly affect their
satisfaction. The digital ordering system was
particularly appreciated for its efficienc.
While many respondents found the speed of
service acceptable, especially considering the crowd, a
common concern was the delay during peak hours.
Several noted that staff seemed overwhelmed during
lunch or dinner rush, and although the system was
systematic, longer wait times did occur. Nevertheless,
the consistency in order delivery and staff
responsiveness helped mitigate dissatisfaction.
A strong positive theme emerged regarding staff
behavior. Most respondents felt that the staff were
friendly, polite, and quick to respond to needs. Some
did mention instances where staff were difficult to call
or appeared hurried, but these were seen as exceptions
rather than the norm. The overall impression was that
the human interaction element contributed positively
to their dining experience.
Cleanliness was mostly rated positively, with many
stating the restaurant was clean and tidy. However,
several respondents highlighted lapses in cleanliness
during busy hours, such as delayed table clearing or
occasional food debris. Despite these concerns, most
felt that hygiene was maintained to an acceptable
standard, though consistency could be improved.
Almost all respondents agreed that the price and
portion size offered by Gacoan was a significant
strength. Many emphasized the “value for money”
aspect, praising the large portions, good taste, and
student-friendly pricing. Gacoan was frequently
compared favorably with similar restaurants in terms
of price-to-quality ratio.
While overall satisfaction was high, respondents
did have clear suggestions for improvement. Many
called for more seating and more variety on the menu.
Some emphasized the need for additional staff during
peak hours, as well as more proactive cleaning during
high-traffic periods. These recommendations show
that customers are engaged and want Gacoan to
maintain its standards.
Most respondents indicated that they would return
to Gacoan in the future and would recommend it to
others. Several pointed out that the restaurant’s
reputation is already strong, particularly among
students and young adults. Their willingness to
recommend Gacoan, despite minor complaints,
reflects strong brand loyalty and overall satisfaction
with the dining experience.

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B. Discussion
Customer experience is a multi-dimensional
concept
encompassing
cognitive,
emotional,
behavioral, sensory, and social responses to a
company’s offerings [3]. In the context of the food and
beverage (F&B) industry, especially fast-casual
restaurants like Gacoan, customer experience becomes
crucial for satisfaction, retention, and positive wordof-mouth. This study explores various aspects of
customer experience through thematic analysis of
qualitative feedback from respondents.
The overarching framework of this study can be
anchored in the Expectation-Confirmation Theory
[19], which posits that customer satisfaction is
determined by the gap between expectations and actual
experiences. Most respondents indicated that their
experiences at Gacoan either met or slightly exceeded
their expectations, particularly in terms of affordability
and efficiency. This supports the ECT model, where
confirmation or positive disconfirmation leads to
satisfaction and continued patronage.
A suitable middle-range theory applied in this
analysis is the SERVQUAL model [9], which
evaluates service quality based on five dimensions:
reliability, responsiveness, assurance, empathy, and
tangibles. The feedback aligns well with this model—
respondents emphasized tangible factors such as
cleanliness and orderliness, as well as intangible
dimensions like staff politeness (assurance) and
responsiveness during busy times.
Service speed emerged as a significant theme.
Although Gacoan's digital ordering system was
generally praised for its efficiency, some respondents
expressed concerns about delays during peak hours.
[9]perceived reliability and consistency of service are
pivotal in shaping service evaluations. Gacoan’s
ability to manage crowd flow effectively, despite
occasional lapses, contributes positively to perceived
reliability.
Posits that the physical setting influences both
customer perceptions and behaviors. In Gacoan’s case,
cleanliness affected how respondents evaluated the
overall ambiance, indicating that improvements in
environmental hygiene could enhance satisfaction
further.
Almost all respondents praised Gacoan’s
affordability, particularly in relation to portion size and
taste. [20] defines perceived value as the customer’s
overall assessment of the utility of a product based on
what is received and what is given. This value
perception is especially significant among students,
Gacoan’s key demographic, reinforcing the brand’s
strong positioning in the budget-conscious segment.
Staff demeanor and responsiveness were
frequently noted as strengths. Respondents described
staff as generally polite and helpful, even when the
restaurant was busy. [13]positive emotional
interactions with employees enhance the affective
component of customer satisfaction. The presence of
empathetic, well-trained staff in a fast-paced setting
like Gacoan aligns with findings [18] on service
encounter quality.
A strong intention to revisit and recommend the
restaurant to others was evident in most responses.
This is consistent with repurchase intention models,
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which suggest that perceived satisfaction and value
drive loyalty [13]. Gacoan’s consistent delivery of core
customer needs—affordability, speed, and social
ambiance—supports repeat behavior and brand
advocacy.
The presence of constructive suggestions—such as
increasing menu variety and staffing—indicates
engaged customers who wish to see the business
improve. [4], such engagement behaviors are a key
predictor of long-term loyalty and can be seen as
emotional investment in the brand. Gacoan’s ability to
foster this kind of feedback loop suggests a healthy
customer-brand relationship.
In summary, the thematic insights from Gacoan’s
customer feedback can be comprehensively explained
using ECT, SERVQUAL, and value perception
theories. Academic literature supports the idea that
consistent service delivery, emotional engagement,
and environmental quality are central to customer
satisfaction. Gacoan’s alignment with these factors—
despite minor operational shortcomings—indicates a
strong market fit, especially among young, valuedriven consumers.
C. Conclusion
The qualitative analysis of customer feedback at
Gacoan Buah Batu reveals an overall positive
experience driven by affordability, service quality, and
a youthful dining atmosphere. Most respondents
reported frequent visits, motivated by the restaurant’s
budget-friendly pricing, strategic location, and
suitability as a social hangout. While the staff were
generally perceived as polite and responsive, several
participants highlighted occasional delays during peak
hours. The digital ordering system was praised for its
convenience, though a few users experienced technical
glitches. Cleanliness was seen as adequate, but
consistency during busy periods remains an area for
improvement.
Value for money emerged as the strongest factor
contributing to customer satisfaction. Gacoan’s large
portions and low prices were repeatedly cited as major
reasons for loyalty and return visits. When compared
to similar establishments, Gacoan stood out for
delivering a better price-performance balance,
particularly for student and youth demographics.
Many respondents expressed strong intentions to
return and recommend the restaurant to others,
signaling not only satisfaction but also brand loyalty.
Suggestions such as increasing staff, expanding menu
options, and improving sanitation practices show that
customers are engaged and invested in the restaurant’s
continued success.
These findings align with theoretical models like
Expectation-Confirmation Theory and SERVQUAL,
emphasizing the importance of meeting expectations
through reliable and responsive service. The
restaurant’s positive performance in tangible and
intangible service aspects demonstrates its strong
market fit. Although some areas require attention—
particularly during peak hours—Gacoan’s ability to
consistently meet core customer needs suggests that it
is well-positioned for sustainable growth and
continued customer loyalty.

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