Relationship Marketing: A quantitative study on what factors affect customer satisfaction towards organic food.

Abstract: Background: With the development of organic food market, the marketers are required to investigate how to satisfy their customer in order to gain more profit and competitive advantages in the market. The investigation of customer satisfaction helps the researchers know the requirement of customer. Purpose: The purpose of the paper is to explain what factors affect customer satisfaction towards organic food. Methodology: The quantitative approach had been applied in this study. All the data was collected through self-completion questionnaire while SPSS has been used to analyze the data. Findings: The results indicated that price, taste and freshness can affect the customer satisfaction towards organic food while the food safety will not lead to the influence of customer satisfaction in this research