ATTRIBUTES OF THE COFFEE SHOP BUSINESS TOWARD CUSTOMER SATISFACTION: Empirical Evidence from Starbucks Empire XXI Yogyakarta
Abstract
Coffee shops are known to be one of the most visited places for a person
to be productive in terms of work and creating ideas. Individuals tended to
spend the majority of their budget on coffee consumption mainly because it
served as a multi-beneficial investment for studying, working, and socializing.
The coffee shop businesses tended to be created commonly, however
competitions were intense. Therefore, it is crucial to understand the market to
be ahead of competition given the economic uniqueness and value as it will
provide continuous profits. This research identified that four attributes were the
core link to potential customer satisfaction in coffee shop services. Based on
the surplus of academic evidence in the service industry, this research
examined atmosphere, employee attitude, information technology (IT) service
and coffee quality as core variables that were important to satisfaction.
Furthermore, a total of 235 valid data from the respondents were gathered in
this research. The result indicated that two attributes of the coffee shop had a
positive impact on customers’ satisfaction. Moreover, the costumer’s
satisfaction was also proven to have an impact on the costumer’s loyalty.
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