Home⇛Journal of Tourism and Hospitality Research⇛vol. 21 no. 1 (2024)

Customer Satisfaction At Coffee Shops In The Cities Of Batangas

Allaine S. Guerra | John Christopher B. Bagtasos | Anthony Ayven D. Corrales | Kimberly Anne Nicole C. Macatangay | Aron Christian G. Plata | Sevilla S. Felicen

 

Abstract:

The study assessed the customer’s satisfaction of local coffee shops in the cities of Batangas. This includes obtaining the profile of the respondents in terms of age, sex, occupation, frequency of visits, and reasons for visits in the coffee shop. Determine the marketing mix strategy in terms of product, price, place, and promotion to get the result of customer’s satisfaction. The study used a questionnaire as the instrument of the study with the local coffee shop customers as the respondents of the study. The statistical tools used were percentage, frequency distribution, weighted mean, and Cronbach Alpha. Based from the results the majority of respondents were male in the age of 18 – 25 years old which they are students and visit coffee shop once a week for the reason that they are intended to buy a coffee. Moreover, the place of the coffee shop suits the customers recognize the promotion strategy. In overall, coffee shops provide and offer quality product and service. In terms of product, it implies that the customers are highly satisfied. In terms of price, indicators have positive impact when matches the quality, affordable price when it comes to sizes and accurate billing given. The coffee shops’ interior and exterior layout and design are the most highly satisfied indicators in terms of place. Lastly, in terms of promotion, customers received the outstanding promotional materials to satisfy the customer’s needs. The significant difference exists according to sex, occupation, frequency of visit regarding product and price. Male respondents are more satisfied with the product than females while the students who visited three times a week were more satisfied with the price. The researchers proposed an action plan to develop and retain the customer’s satisfaction in terms of marketing mix elements for the future entrepreneurs. Future researchers may perform additional studies to boost the customer’s satisfaction of the coffee shops in the cities of Batangas in terms of product, price, place, promotion, people, packaging and process or the 7’Ps in marketing mix elements. It involves optimizing the marketing mix elements, to better meet the needs and preferences by tailoring strategies to address the specific behaviors uncovered in the study, future researchers can effectively attract, offers valuable insights to drive the business success and to retain satisfied customers in the competitive coffee shop market of Batangas.



References:

  1. Adeleke, A. (2020). Marketing Strategies of Successful Coffee Shop Owners. https://www.academia.edu/82070529/Marketing_Strategies_of_Successful_Coffee_Shop_Owners
  2. Andriani, C., Thaib, I., & Fitria, Y. (2022). The Role of Entrepreneurship Orientation to Improving Business Performance for Millennial Generation (Study of Coffee Shop in Padang city). Advances in Economics, Business, and Management Research. https://doi.org/10.2991/aebmr.k.220702.035
  3. Baker, M. (2008). Product and Strategy Management.
  4. Barlan Jr, L. F. (2017). Status of Coffee Shop Business in Batangas City: Basis for Business Operation Initiatives, International Journal of Academic Research in Business and Social Sciences, 3(8).
  5. Begum, .A., Yavuz, K., Kwiatek, P. (2020). Impact of Social Media in Coffee Retail Business. Journal of Business and Economic Development 5(1):44. http://doi.org/10.11648/j.jbed.20200501.16
  6. Berlianto, M. P., Widyawati. (2019). The Influencing Factors on Coffee Shop Customers' Revisit Intention. Conference: Proceedings of the 2018 International Conference on Islamic Economics and Business. https://doi.org/10.2991/iconies-18.2019.33
  7. Cuñado, A. J. P., Painagan, C. M., Cuñado, J. A. L., Palmada, E. M. D., Mumar,Z. J. A., Naeg, R. A., & Gamutan, R. J. O. (2020). Determining the Role of Customer Satisfaction in Gaining Customer Loyalty among Cafés. University of Bohol Multidisciplinary Research Journal, 8(1), 74-85.
  8. Depari, G. S., & Huang, J-P. (2021). Marketing Mix and Repurchase Intention of Cafe Industry During Covid-19: A Statistical and Data Mining Analysis. JOURNAL MINDS Manajemen Ide dan Inspirasi, 8(2) 209-224. https://doi.org/10.24252/minds.v8i2.22171
  9. Dewi, L. & Putri, S. H. (2022). Service Quality, Customer Value, and Price to Consumer Satisfaction At Kopi Kenangan Coffee Shop. International Journal of Social Science, 1(6), 987–992. https://doi.org/10.53625/ijss.v1i6.1918
  10. Erlina, E., & Hermawan, D. (2021). Marketing Mix on Customer Loyalty at Coffee Shop in Bandung. APTISI Transactions on Management (ATM), 5(1), 89–96. https://doi.org/10.33050/atm.v5i1.1488
  11.  Gani, N.S., Hidayanti, I., & Damayanti, R. (2022). The Effect of Product Innovation and Servicescape on Customer Loyalty through Customer Satisfaction at Lain Hati Coffee Shop In Ternate. Journal of Management and Islamic Finance, 2(1). https://doi.org/10.22515/jmif.v2i1.5242
  12. Gunawan, A., & Melinda, T. (2021). Analysis of Marketing Mix and Purchasing Decisions (a Study of Kene Kopi Products). KnE Social Sciences, 1 (7) 510 –518. https://doi.org/10.18502/kss.v5i5.8838
  13. Hamidi, I. A. (2022). The Effect of Pricing Strategies on Competitive Advantage. American Journal of Economics and Business Management, 5(11), 2022.
  14. Harwani, Y., & Sihite, J. (2019). The Marketing Mix Element of the Coffee Shop. A Case Study @CoffeeBeanIndo. European Journal of Business and Management, 11(18). https://doi.org/10.7176/EJBM
  15. He, X., Liao, L., Zhang, H., Nie, L., Hu, X., Chua, T.S. (2020). International Conference on Service-Oriented Computing, pp 370–385
  16. Hidayat, T., Fauzi Dh, A., & Nuralam, I. P. (2018). The Influence of Store Atmosphere on Purchasing Decisions (Survey on Consumer Distribution Store Inspired27 Malang City). Business Administration Journal, 60(1), 46– 55.
  17. Hudaya, A. (2020). Analysis of Customer Loyalty Through Customer Satisfaction in Kedai Coffee (Case Study of SMEs in Jakarta Indonesia). Dinasti International Journal of Management Science, 1(6), 954-969. https://doi.org/10.31933/dijms.v1i6.407
  18. Isoraite, M. (2016). Marketing Miz Theoretical Aspects. International Journal Research, 4(6).
  19. Kanyarat, T. (2012). Satisfaction of Customers at Coffee Shops at Gas Stations in Bangkok. Retrieved from: http://thesis.swu.ac.th/swuthesis/Bus_Eng_Int_Com/Kanyarat_T.pdf
  20. Kim, H.-S., & Shim, J.-H. (2017). The Effects of Service Qualities on Customer Satisfaction and Behavioral Intention in Coffee Shops. The Journal of Industrial Distribution & Business, 8(5), 95 https://doi.org/10.13106/IJIDB
  21. Kim, S.G., & Jung, J. (2018). Identifying Price Competitiveness of Local Coffee Franchise in Daegu, Korea. Agricultural & Applied Economics Association Annual Meeting.
  22.  Kim, S. H., Yoo, S. R., & Jeon, H. M. (2021). The role of experiential value, novelty, and satisfaction in robot barista coffee shop in South Korea: COVID-19 crisis and beyond. Servive Business, 16 (771-790).
  23. Kotler, P., & Armstrong, G. (2018). Prinsip-Prinsip Pemasaran Kurniawan,Y., Kittynanda L. D., Marwan, K. A., Wirawan, S. P., Anwar, N.,
  24. Johan, J. (2021). Analysis of Digital Marketing Activities on Instagram Social Media with Coffee Shop Business Objects in Indonesia. International Conference on Information Management and Technology.
  25. Lee., Rajaratnam., & Konar (2018). Key Attributes of Malaysian Specialty Coffee Shops: An Exploratory Investigation. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 7(2), 69-83.
  26. Lee, W. S., Moon, J., & Song, M. (2018). Attributes of the coffee shop business related to customer satisfaction. Journal of Foodservice Business Research, 21(6), 628-641. https://doi.org/10.1080/15378020.2018.1524227
  27. Liu, Y. (2022). Research on the Business Model of Luckin Coffee Under the Background of New Retail. Journal of World Academy, 1(2), 46-47.
  28. Mappesona, H., Ikhsani, K., & Ali, H. (2020). Customer Purchase Decision Model, Supply Chain Management and Customer satisfaction: Product Quality and Promotion Analysis. Int. J Sup. Chain. Mgt Vol, 9(1), 592.
  29. Marpaung, F. K., Simarmata, M. W. A., Sofira, A., & Aloyna, S. (2021). Pengaruh harga, promosi, dan kualitas produk terhadap keputusan pembelian konsumen indomie pada PT. Alamjaya Wirasentosa Kabanjahe. Jurnal Manajemen, 1(1), 49-64
  30. Moh, A. S., Rivai, A., & Saragih, B. (2020). The Effect of Location and Price on Consumer Satisfaction through Buying Decisions on PT. Adhi Persada Property. East African Scholars Publisher, Kenya, 3(4), 1-10. https://doi.org/10.36349/EASJEBM 2020.v03i04.004
  31. Muda, M. (2018). Asia Pacific Journal of Innovation in Hospitality and Tourism, 7 (2). Oflac, B., Dobrucali, B., Yavas, T., & Escobar, M.G. (2015). Services Marketing Mix
  32. Efforts of a Global Services Brand: The Case of DHL Logistics. Procedia Economics and Finance. https://doi.org/10.1016/S2212-5671(15)00457-8
  33.  Park, J., & Park, M. (2016). Qualitative versus Quantitative Research Methods: Discovery or Justification? Journal of Marketing Thought, 3, 2-7. Retrieved from: https://www.scirp.org/%28S%28czeh2tfqyw2orz553k1w0r45%29%29/reference/referencespapers.aspx?referenceid=2947366
  34. Purnomo, M., Yuliati, Y., Shinta, A., Riana, F. D., & Casadevall, S. R. (2021). Developing Coffee Culture Among Indonesia’s Middle-Class: A Case Study in a Coffee-Producing Country. Cogent Social Sciences, 7(1). https://doi.org/10.1080/23311886.2021.1949808
  35. Quintana, B.J.C. (2019). The Marketing Mix Strategies of Coffee Shops. Ascendens Asia Journal of Multidisciplinary Research Abstract, 3(4).
  36. Sarmini., Ridwan., Wakidah, A., Ulin, N. (2017). The Meaning of Coffee Shop for the Young People in Aceh. American Scientific Publishers. 23(12), 11770- 11775. https://doi.org/10.1166/asl.2017.10514
  37. Sholihuddin, M. A., Rivai, A., & Saragih, B. (2020). The Effect of Location and Price on Consumer Satisfaction through Buying Decisions on PT. Adhi
  38. Persada Property. East African Scholars Publisher, Kenya. 3(4), 1-10. https://doi.org/10.36349/EASJEBM.2020.v03i04.004
  39. Taufik, A., Santoso, S., Fahmi, M. I., & Restuanto, F. (2022). The Role of Service and Product Quality on Customer Loyalty. Journal of Consumer Sciences 7(1):68-82. https://doi.org/10.29244/jcs.7.1.68-82
  40. Tendur, S. T. T., Hutabarat, V. V., & Tumbelaka, S. S. (2021). Price Perception, Service Quality and Customer Satisfaction (Empirical study on cafes at Tondano City). International journal of Tourism and hospitality in Asia Pasific (IJTHAP), 4(3), 19-31.
  41. Titah, M. A. (2022). The Influence of Product Packaging and Service Quality on Consumer Perception in Coffee Shop. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisinis dan Akuntansi, 10 (3).
  42. Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How Product Quality, Brand Image, and Customer Satisfaction Affect the Purchase Decisions of Indonesian Automotive customers. International Journal of Services, Economics and Management, 10(2), 177-193.
  43. Wantara, P., & Tambrin, M. (2019). The Effect of Price and Product Quality Towards Customer Satisfaction and Customer Loyalty on Madura Matik. International Tourism and Hospitality Journal, 2(1), 1-9.
  44. Zainuddin, Z., & Shujahat, M. (2022). Understanding Students’ Activities in Wi-Fi
  45. Coffee Shops in Aceh: A Survey and Narrative Interview Report. Journal of Language, Education, and Humanities, https://doi.org/10.22373/ej.v10i1.15167
  46. Zarco, A, I, J. (2021). Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism. Sustainability 2021, 13(4), 2277. https://doi.org/10.3390/su13042277

Tools


Copyright © 2025  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic