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.