Factors influencing satisfaction towards premium coffee shops in Penang / Nik Mohd Shahril Nik Mohd Nor ... [et al.]

• Main Authors: Nik Mohd Nor, Nik Mohd Shahril, Othman, Mohd Syafiq, Abdullah Zawawi, Ahmad Nadzlan, Shabani, Nur Anis Syaza
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024
• Subjects: Consumer satisfaction; Hospitality industry. Hotels, clubs, restaurants, etc. Food service
• Online Access: https://ir.uitm.edu.my/id/eprint/97635/1/97635.pdf; https://ir.uitm.edu.my/id/eprint/97635/; https://aims.uitm.edu.my/
• Institution: Universiti Teknologi Mara

This study examines the factors that affect customer satisfaction in premium coffee shops in Penang, Malaysia's vibrant culinary scene. This descriptive cross-sectional survey surveyed 397 people via questionnaire. Respondents were chosen by convenience sampling. Questionnaires were used to collect quantitative data, which was analyzed using SEM-PLS 4 version 4.0.9.5. The study provides compelling insights into premium coffee shop customer satisfaction. Two factors were significant. First, product quality positively influenced customer satisfaction, indicating that coffee and related product quality is crucial to customer satisfaction. Second, service quality improved customer satisfaction, highlighting the importance of friendly, attentive service. However, the outlet's atmosphere negatively affected customer satisfaction, suggesting that while ambiance is important, it may not be the main driver of satisfaction in premium coffee shops. This study has practical implications for coffee shop owners and FnB stakeholders. The findings highlight the importance of product and service quality in premium coffee shops' customer satisfaction. Businesses should focus on providing high-quality products and services rather than just creating a happy atmosphere to ensure a good customer experience. This study confirms that product quality drives customer satisfaction in premium coffee shops. The coffee shop's ambiance is important, but this study emphasizes product and service quality. It shows coffee shop owners and managers where to focus their efforts and resources to improve customer satisfaction and loyalty. In conclusion, this study sheds light on Penang premium coffee shop customer satisfaction. Coffee shop owners can build customer loyalty and success in this competitive industry by focusing on product and service quality.