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Chapter 1

THE PROBLEM AND ITS SETTINGS

Introduction

Customers satisfaction is a measure of how products and the services

provided meet or surpass customers’ expectations, Kotler and Armstrong (2018).

Satisfied customers tend to stay loyal with products that can satisfy their needs

and wants, Mohd Suki (2017). Coffee shops provide a range of functions,

including providing meals, a place to study, a workspace, and a comfortable rest

area. It is also a representative food service industry that commonly satisfies

basic human needs. In today's intensely competitive market, businesses seek to

understand and satisfy the expectations of their clients in order to develop

happiness and loyalty inside specific coffee shops in Butuan City. The coffee

shop market is rapidly expanding, with customers increasingly expecting not only

high-quality products but also memorable experiences.

According to Rosenberg and Czepiel (2017), Customer Loyalty and

Satisfaction is a vital for modern day business for two main reasons. First,

customers are scarce resource it is far easier to obtain from an old customer than

from new one. Second, customer loyalty and satisfaction have a positive effect

on the profitability revenues of the company. The coffee market is an essential

part of the food and beverage industry, and coffee consumption has been

growing globally. Customers like coffee shops that provide a variety of fascinating

and engaging services. Consumers frequently visit coffee shops because they
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are handy, with amenities such as comprehensive facilities, free Wi-Fi,

comfortable sitting, interior design, lighting, and background music. Providing

customer loyalty programs is a great way to show appreciation and ensure

customer satisfaction for continuously patronage your products. Satisfied

customer usually rebound and buy more. Besides buying more they also work as

a network to reach other potential customers by sharing experiences, Hague

(2016).

According to Tony Barlow (2023) Handling a dissatisfied customer's

concerns starts with attentive listening and empathy. Understand their issue and

apologize for any inconvenience. Challenges are normally encounter when you

have business or in any aspects. Loyalty is an essential asset for particular brand

to maintain excellent relationship with its customers and secure its continuing

long-term business, Raden Bernard Eka Hutomo Putra Maduretno, MF

Sheellyana Junaedi (2022). A massive literature shows that customer satisfaction

is a crucial element of the service business because it may be cause to positive

business outcomes, increase sales figure and customer loyalty, Lee Moon &

Song (2018). Customer satisfaction was stated as a formation of repurchase and

loyalty when customer’s need, wants and expectations are fulfilled or exceeded

through products or service activity, Parl & Kang (2015). In the process, client

satisfaction in both physical and technological dimensions have shifted

dramatically. There is still no way to measure client satisfaction.

However, our study aims to identify the Customers Satisfaction and loyalty

of Selected Coffee shops in Butuan City. The selected Coffee shops in the study
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are Shell café, Torque Coffee, 3rd Floor Espresso, The Brews Break and Project

Brew. By that, the researchers are able to determine the primary variables of

customer satisfaction and loyalty, including product quality, service efficiency,

ambiance, pricing, and convenience. In additional, to emphasize how customer is

satisfied and loyal in order to bring improvements and success in the

organization.

The role of researchers conducting this study to determine what research

design and sampling should use. Moreover, the researchers with gather data and

recommendations. Throughout the study process, the researchers must follow

ethical principles while ensuring the integrity and validity of the data collected and

processed.

Review Related Literature

Foreign Literature

According to Rakesh Ahlawat (2022) In this globalized and intensely

competitive world, it is necessary to retain existing customers. Thus, customer

loyalty has become need of the hotel organization. But to gain customers loyalty,

it is necessary for the organizations to know about the factors which influencing

customer loyalty. Nowadays, coffee shops have strong and competitive

opportunities to satisfy customers and foster consumer loyalty. According to

Cole-Ingait (2017) café businesses must employ innovative strategies, such as

diversification of menu offering, to increase sales and remain competitive. Loyalty

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cards, discount cards, coffee vouchers, low prices and environmentally friendly

coffee are some examples of these strategies. Price becomes the factor that

might impact customer behavior. Price fairness is also defined as the customer's

judgment of whether the product pricing is reasonable and acceptable, Hanaysha

(2016).

Customer Loyalty means consumer loyalty to shop at certain retail

locations based on several basics to maintain a competitive advantage also

helps attract attention and retain loyal consumers. A company must design the

right marketing strategy in achieving the company’s goal of creating customer

loyalty. In creating customer loyalty, companies are required to be able to provide

quality service and good prices. To get loyal consumers, a supportive or strategic

location is needed, good service that can make consumers feel satisfied so that

later consumers can trust the shopping place which will then form a loyalty from

consumers. Customer loyalty is an important element for a company to create

business continuity. Moreover, it is a form of customer commitment that is

reflected in a positive attitude in repeat purchases. In other words, good-quality

service and provided by coffee shops are reflected by customer satisfaction;

maintaining customer provided those satisfactory products and high-quality

service become foundation for customers’ re-visitation and successful company,

Chung-Sub S., Gyu-Sam H., Hye-Won L., Sun-Rae., (2015). Product Quality is

an important thing that every company must strive for if it wants its products to

compete in the market to satisfy consumer needs and desires, Tirtayasa (2017).
 5

Customer loyalty is a deep lasting customers commitment to re-subscribe

or repurchase selected products or services consistently in the future. Customer

loyalty includes customers who want to subscribe in the long term buy repeatedly

in the same place, voluntarily recommend products to others, pay more loyalty,

namely customers loyalty to return to transactions to use products, and services

that have been used by customers, Noerchoidah, C. M. H., and Priyanto, W.

(2021).

Product quality is an important function and perceptions of consumer

performance related to existing product attributes or services, Albayrak (2015).

Basically, consumer always see and evaluate the quality of products in the

market before buying, Adhikari (2018). Product quality can make or break your

brand’s success and profitability — however, determining what makes a quality

product depends on the end user. Each consumer has their own idea of what

constitutes a valuable product; for some, a fancy and durable product

demonstrates quality, while others may look for something unpretentious and

easy to use, Caramela, April (2024). Product quality according to Kotler and

Keller in Herviana and Anik., (2018) define Product Quality as the totality of

features and characteristics of a product or service that depends on the ability it

has to satisfy expressed or implied need. Indriyani and Sugiyono (2017)

demonstrates that product quality has a significant positive effect on customer

satisfaction. The important of quality is paramount to a product. Wildia, Hidayat

and Yusuf, (2021) the primary quality of the product that is perceived is the

customer, because the customer utilizes the product.

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Customers satisfaction has a significant positive effect on their behavioral

intention. Moreover, Customer Satisfaction is the foundation for any organisation

to achieve its objective. In other words, the degree of customer satisfaction

reflects the rate of achievement of organisational objectives Asabi, O.M, Ibojo,

B.O (2015).

Foreign Studies

Today’s business company has known that customer satisfaction is the

key component for the success of the business and at the same time it plays a

vital role to expand the market value Kabu K. and Soniya M. (2017). Customer

satisfaction affects the trust and customers trust is an antecedent of loyalty.

When customers connect with emotions through the product/services of the

brand then it creates a bond between the customer and the brand. The more

customer is satisfied, the more loyal towards the brand. A loyal customer leads to

an increase in both sales and profitability Sharma, A and Gupta, J and Gera, L

and Sati, M and Sharma, S, (2020). Rapid growth in this segment has been

influenced by factors such as increased income levels, greater female

participation in the workforce, changes in value systems, and better quality of

cultural life. Besides, a cup of coffee in a coffee shop is expensive, but

consumers can afford it now. In the case of women, buying coffee has become

less burdensome, as more women have entered the workforce Jung and Kim

(2016).

Customer loyalty is one of the most important indicators of good

performing organisation. Since customer loyalty is directly linked to customer

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satisfaction, it is evident that measuring customer satisfaction must incorporate

customer loyalty. Customer satisfaction is one of the business objectives, and

can be achieved through understanding the needs of the target market, and the

provision of needs satisfying packages in meeting and satisfying the needs at a

greater extent, Asabi, O.M, Ibojo, B.O. (2015). Reichheld argues that the

customer must “feel good” about their relationship with the brand – that the

company understands the values them and that the company engages both the

customer’s head and their heart. Coffee shops can take a variety of approaches

when deciding how much to charge for each drink and food item they sell. We’ll

get into a few of the most popular pricing strategies for coffee shops, Katherine

Boyarsky (2024).

Customer satisfaction is an important part of marketing. Cardozo

pioneered the use of empirical research to analyze customer satisfaction. He

pointed out that customer satisfaction is mainly influenced by two factors:

consumers expectation of products and services and the actual products or

services they have obtained. The level of satisfaction is determined not only by

the quality of the products or services but also by way of acquisition, and

customer satisfaction is the core factor affecting consumers’ repeated purchase

behavior. The desire to revisit considers the possibility of a result later on the

influence of the level of consumer preference for the product or service, John

Tampil Purba et al. (2022).

According to Kabu K. and Soniya M. (2017), satisfaction means to feel

content after what the person desired or wanted. It is difficult to know whether the
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customers are satisfied with the availability of the product or services. So, giving

to giving satisfaction to customers is not an easy task, for this different factor is

needed to be taken into considerations. If a customer’s satisfaction is earned,

then it is sure that customer loyalty will also come along.

Local Literature

According to Alipour (2018), it is true that product, place, process, people,

promotion, physical evidence, and price are efficient for consumer satisfaction.

These are same aspects that are effective in customer perception, the

application of which can optimize service quality, Ivhan A. et al. (2024). Service

Quality has become extremely common in recent years. Adopting this will ensure

that customer demands and expectations are met, Paniterce, D. and Ylagan, A.

(2022). Undoubtedly, service quality is directly linked to customer satisfaction

and anchored in the expectancy-confirmation theory (Nunkoo et al., 2019).

Moreover, the relationship between expectations, perceived performance, and

confirmation of beliefs is what determines the level of satisfaction, Jin and Chen

(2020).

Customer Satisfaction is very important to the success of resort marketing

because it influences the choice of resorts and the decision of the customer to

return to the same resort, Mohamad, Ab Yazid, Khatibi, and Azam (2017).

Customer satisfaction is the leading criteria for assessing the quality provided to

customers via the products or service, loyalty would follow after experiencing,
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Pizam et al. (2016). According to Oxtafiana and Widowati (2017), customer

satisfaction is critical for a business. And Djan and Adawwiyyah (2020) stated

that the chosen alternative product has achieved at least the same result as or

better than customer expectations.

According to Wu (2017) notably, service quality and product quality relate

positively to numerous variables such as customer satisfaction, perceived value,

trust and loyalty. According to Law Bouda & Akkarene (2021), Loyalty is a deep-

rooted commitment to repurchase or patronized a favored product/service

continuously in the future, regardless of situational influences and marketing

efforts, therefore driving repeat same-brand or same-brand-set purchasing.

According to Paraskevi Sarantidou (2017), the desires and observations towards

the retailer’s product offering are the most important keys to consumer

satisfaction.

Customer Loyalty is one of the best intangible assets of a hospitality

industry as espoused, Cossio-silva, Palacios-Florencio, Revilla-Camacho and

Vega-Vasquez (2016). For this reason, developing customer loyalty is one of the

key parts of enhancing competitiveness in the industry as well as ensuring

business continuity, Mubiri (2016). Customer loyalty information is a measure of

how well or poorly an organization meets the needs of its clients, Fedotova,

Kryvoruchko, and Shynkarenko (2019).

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Local Studies

Customer satisfaction comes from a great customer experience, Perhaps,

customer experience is a very important factor contributing to a high level of

customer satisfaction in the resort industry that may focus on gaining loyalty

Oliver, K. G., Demain, C., Quitoy, H, L., and Palmes, D. (2022). Customer

satisfaction is the positive result of comparing expected service expectations and

performance received, Rita et al., 2019; To et al., 2020; Cheng et al. (2019).

A satisfied customer would likely give the company a good reference,

Leung (2020). Customer satisfaction is an after-purchase assessment where the

chosen options at least meet customers’ expectations and where the result is

dissatisfaction when the expectation is not met, Giao, Basari and Shamsudin

(2020).

According to studies, preferences and positive behavioral intentions (such

as recommendations, willingness to pay, and plans to repurchase a particular

good, service or brand) are associated with loyalty, Kim et al., (2015); So et al.,

(2016). As stated by Lee et al., (2018), discovered that customer loyalty is a

direct result of customer satisfaction in their earlier study. When a person

compares the perceived performance of a good or service to their expectations,

they experience satisfaction, which is defined as feelings of contentment or

discontent, Limna & Kraiwanit (2022).

Customer Loyalty is defined as a brand’s positive attitude (behavioral

loyalty) and repeat business (attitudinal loyalty) toward service providers. It

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comprises the propensity to return or buy goods or services again, as well as to

tell friends and family about the service provider, Kanyama, Nurittamont, &

Siripipatthanakul, 2022; Limna & Kraiwanit (2022).

According to Saulina and Syah’s (2018), study, is a key objective in the

fiercely competitive coffee shop industry of today is to increase customer loyalty.

To do this, strong customer loyalty must be built through constant improvement in

customer satisfaction and service quality. Loyalty is demonstrated by the goal of

the buyer to keep using and making future purchases of a good or service

through it, Nadeem et al. (2020).

Theoretical Framework

According to Shaon and Rahman (2015), Customer satisfaction is a

statement to the buyer about appropriateness of the reward, received in

exchange for the services experience. If any business organization does not

care about customers satisfaction, then the customers do not care to come back

again. Therefore, business organizations should never ignore to understand and

meet the expectations of its customers to keep them satisfied, Vigneshwaran SR

and M. Mathirajan (2021).

Thus, in this present era, almost every business organization have already

started making changes to improve customer satisfaction and customer loyalty,

especially this is an essential activity in automobile industry particularly after

sales service. The satisfaction of the customers determines the success of a

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local coffee shop company. It is the ultimate goal of every business due to its

potential impact on repeat buying behavior, Kim et at. (2016); Suhud et al.

(2020), considering that satisfied purchasers are moreover accompanied by their

willingness to recommended a product to others, Back et al. (2018).

According to Shaon and Rahman (2015), Customer loyalty can be

achieved through a successful Customer Relationship Management

implementation. An effective customer relationship management is positively

related to the loyalty of customers. However, Customer satisfaction is positively

related with customer loyalty. When customers become satisfied, they are likely

to remain repeat customers.

Conceptual Framework

The system approach (Input – Process – Output) is used in describing the

conceptual framework of the study. The paradigm shows the input identifying

customer satisfaction and loyalty in the selected coffee shops in Butuan City. The

process will be using the data information gathered. The output is

recommendation for its improvements regarding customer satisfaction to gain

loyalty.

The use of the Input-Process-Output (IPO) framework in describing the

conceptual framework of a study offers several advantages, making it a suitable

choice for research endeavors focused on understanding complex systems such

as customer satisfaction and loyalty in coffee shops.

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The Input – Process – Output framework provides a holistic view of the

system under study by breaking it down into three interconnected components:

input, process, and output. This approach allows researchers to examine the

entire system, from the initial factors influencing customer satisfaction to the

eventual outcomes of customer loyalty.

By categorizing elements into inputs, processes, and outputs, the

framework offers a structured approach to analysis. Researchers can

systematically identify the factors (inputs) contributing to customer satisfaction,

analyze the processes involved in gathering and interpreting data, and evaluate

the resulting recommendations or outputs for improving customer loyalty of the

customer.
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INPUT PROCESS OUTPUT

1. Identifying customer 1. Data collection 1.Recommendation for

satisfaction and loyalty through surveys its improvements

in the selected coffee conducted among regarding customers

shops in Butuan City. customers visiting the satisfaction to gain

coffee shop. loyalty of the customer.

2. Price perception 2. Identification of

2. Evaluation of
significant factors
customers satisfaction
affecting customer
3. Service Quality loyalty scores based on
satisfaction and loyalty
the collected data.

3. Strategies for
4. Product quality 3. Identifications of key
enhancing customer
drivers influencing
loyalty and retention.
customers satisfaction
4. Actionable insights to
and loyalty.
drive business growth

and competitiveness in

the coffee shop industry.

Figure 1. Shows the Input, process and output Model

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Statement of the Problem

This study aims to identify customers satisfaction and loyalty in the

selected coffee shop in Butuan City. Specifically, the researchers sought the

answer in the following questions.

1. What is the profile of the customers in terms of:

1.1 Age

1.2 Gender

2. What is the level of satisfaction of the customer in terms of:

2.1 Price

2.2 Product Quality

2.3 Service Quality

3. The level of loyalty on when they revisiting the coffee shop?

Significance of the Study

The significance of the study focuses on the Quantitative Analysis on

Customer satisfaction and Loyalty in the selected Coffee Shop in Butuan City.

The results of the study will be of great benefit to the following:

Customer. Being the respondents of this study. And to responding of the

questionnaire by getting collecting their feedbacks or opinion of their experiences

in coffee shops.
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Coffee Shops Employee. The findings will help the employee of the

coffee shop to apply the strategy and ways on how to satisfy customer.

Coffee Shops Owner. It makes it possible for them to develop a

successful and efficient plan based on the data gathered to enhance services

regarding to customers satisfaction and loyalty.

Future Researchers. The findings of this will serve as a reference

material and a guide for future researchers who wish to conduct the same or any

related to customer satisfaction and loyalty.

Researchers. Acquired the information and knowledge about customer

satisfaction and customer loyalty.

Definition of Terms

To identify and clarify the terms that used in this study hereby the

conceptual and operational defined;

Coffee Shops. Refers to the place where the researchers conducted t

study.

Customer. Refers to a participant of the study.

Customer Satisfaction. it is a service or product you provide to the

customer and when they feel good of the product or services.

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Customer Loyalty. is a customer who repeatedly buy or avail in the

coffee shop.

Expectation. Is a belief of what is the result in the product of the torque

coffee, project brew, brew break, shell café and 3rd floor espresso.

Experiences. it is an activity or an event where you already done to do

with.

Loyalty. It is an act of being faithful to someone or something.

Quality. it is a condition of product or services that they offer.

Satisfied. Is a feeling of good on the products and services you offer to

the consumer.
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Chapter II

METHODOLOGIES

This chapter focuses on the research methods procedures used in

gathering of data and analysis which is relevant to the study. The methodologies

will include areas such as research locale, research instruments, data gathering

procedure, ethical considerations, and statistical treatment.

Research Design

The researchers used the quantitative method study in a descriptive

analysis design. It is in the quantitative method because here it can be seen the

analysis of the data obtained from the respondents which will be the basis for

giving conclusions. Quantitative research uses large samples and, as such, the

findings of well-conducted studies can often be generalized to larger populations,

Owen Price & Karina Lovell (2018). It is in a descriptive analysis design since the

researchers combined the data altogether which were collected from the

respondents. As its name implies, descriptive research is research that describes

a sample/population, Coe et al. (2017).

Research Respondents

The respondents of this study are the customers of the selected coffee

shops in the Butuan City because they are the best source of information

regarding to the customer satisfaction and loyalty. The selected coffee shops are

the Torque Coffee, Shell Café, Project Brew, 3rd Floor Espresso and Brew Break.

In our study, there will be 250 respondents in total, 50 respondents of each coffee
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shops that are selected. The researchers will use the random sampling in the

study and any of the customer will be interview after they purchase in the coffee

shop.

Research Locale

This study will be conducted at Butuan City. Specifically in the Selected

coffee shops in Butuan City: Torque Coffee, Shell Café, Project Brew, 3rd Floor

Espresso and Brew Break. The Torque Coffee is located at J C Aquino Avenue

Branch. The Shell café is located at M and M Building, J C Aquino Avenue in

Butuan City it is first opened in Tagaytay City and now they have many Branches

in other cities around the country. The 3rd Floor Espresso is located at JP Rizal

Barangay Hall- Butuan City. Brew Break is located 3 rd floor SM Butuan City and

Project Brew is located at Jose Rosales Avenue.

Figure 2. Geographic Map of Butuan City

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Research Instrument

The main instrument of this study is survey. This would be our best source

to collect and gather information needed for the study.

Date Gathering Procedure

Researchers made a process regarding gathering the data they have

collected accordingly, the first step is to formally write a letter of intent to the

Coffee shops that being selected, Torque Coffee, Shell café, Project Brew, 3 rd

Floor Espresso and Brew Break in the Butuan City. Once the letter been

approved, the researchers will start the interviewing.

Ethical Considerations

There are methods to be considerate to other consumers as well as the

business owner. We stay in coffee shops for a long time to make sure we don't

disturb the business owner by turning away potential clients. This time we went

to the coffee shop we chose and we asked them if we could do research in the

coffee shop. they said yes, we thanked them and said we will come back

tomorrow and we said goodbye. the other day when we came back because we

had to give them permission on paper so that they are aware that we can

conduct a survey.

Statistical Treatment

The data gathered has been tallied and were analyze and interpreted

using Excel and SPSS. Frequency count Percentage and Mean.

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Chapter 3

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter deals with the presentation, analysis, and interpretation of

data collected in this study. The data are presented in tables which serve as the

analysis and interpretation of data through the sequence of problems in this

study.

Problem 1. What is the profile of the customers?

Table 1. The profile of the customers in terms of Age.

Age Frequency Percentage

51-60+ 4 1.6%
41-50 2 0.8%
31-40 14 5.6%
21-30 163 65.2%
20 below 67 26.8%
Total 250 100%

Table 1 shows the profile of the customers in terms of Age. The results

showed that the age of the respondents ranged from 20 years old below to 60

years old and above. It reveals that 4 or 1.6 % of the respondent were 51 to 60

years old above, 2 or 0.8% of the respondents were 41 to 50 years old, 14 or 5.6

of the respondents were 31 to 40 years old, 163 or 65.2% of the respondents

were 21 to 30 years old, 67 or 26.8% of the respondents are 20 years old below.

This implies that the majority of the respondents are 21 to 30 years old.
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Table 2. The profile of the customers in terms of Gender.

Gender Frequency Percentage

Female 149 59.6%

Male 101 40.4%

Total 250 100%

Table 2 shows the profile of the customers in terms of Gender. It shows

that 149 or 59.6% of the total respondents are Female. On the other hand, 40.4%

or 101 of the total respondents are Male. This implies that the majority of the

respondents are Female.

Problem 2. What is the level of satisfaction of the customer?

Table 3. The level of satisfaction of the customer in terms of Price in Shell

Cafe.

Statement Mean Interpretation

1. How satisfied are you with the pricing of 3.98 Satisfied

the overall product?
2. Price of the coffee. 3.90 Satisfied

Weighted Mean 3.940 Satisfied

Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 3 shows the level of customer satisfaction in terms of price in shell

cafe. The highest mean in this table is 3.98, interpreted as "Satisfied," which

indicates "How satisfied are you with the pricing of the overall product?" The

lowest mean is 3.90, also interpreted as "Satisfied," which indicates "Price of the
 23

coffee." The weighted mean is 3.940, interpreted as "Satisfied." This implies that

the prices at the coffee shop satisfy the customers.

Coffee shops can take a variety of approaches when deciding how much

to charge for each drink and food item they sell. We’ll get into a few of the most

popular pricing strategies for coffee shops, Katherine Boyarsky (2024).

Table 4. The level of satisfaction of the customer in terms of Price in Torque

Coffee.

Statement Mean Interpretation

1. How satisfied are you with the pricing of 3.96 Satisfied

the overall product?
2. Price of the coffee. 3.78 Satisfied

Weighted Mean 3.870 Satisfied

Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 4 shows the level of customer satisfaction in terms of price in Torque

Coffee. The highest mean in this table is 3.96, interpreted as “Satisfied,” which

indicates “How satisfied are you with the pricing of all product?”. The lowest

mean is 3.78, also interpreted as “Satisfied,” which indicates “Price of the coffee.”

The weighted mean is 3.870, interpreted as “Satisfied.” This implies that the

prices at the coffee shop satisfy the customers.

Pricing is dictated by what customers are willing to spend. So, take a look

at who comes into your coffee shop. Setting the right prices is paramount to your

café’s success, Perfect Daily Grind (2019).

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Table 5. The level of satisfaction of the customer in terms of Price in Brew

Break.

Statement Mean Interpretation

1. How satisfied are you with the pricing of 4.14 Satisfied

the overall product?
2. Price of the coffee. 4.08 Satisfied

Weighted Mean 4.110 Satisfied

Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 5 shows the level of customer satisfaction in terms of price in Brew

Break. The highest mean in this table is 4.14, interpreted as “Satisfied,” which

indicates “How Satisfied are you with the pricing of the overall product?”. The

lowest mean is 4.08, interpreted as “Satisfied” which indicates “Price of the

coffee.” The weighted mean is 4.110, interpreted as “Satisfied.” This implies that

the prices of the coffee shop satisfy the customers.

Table 6. The level of satisfaction of the customer in terms of Price in Project

brew.

Statement Mean Interpretation

1. How satisfied are you with the pricing of 4.38 Very Satisfied
the overall product?
2. Price of the coffee. 3.34 Satisfied

Weighted Mean 4.360 Very Satisfied

Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)
Table 6 shows the level of customer satisfaction in terms of price in Project

Brew. The highest mean in this table is 4.38, interpreted as “Very Satisfied,”
 25

which indicates “How satisfied are you with the pricing of the overall product?”.

The lowest mean is 3.34, interpreted as “Satisfied,” which indicates “Price of the

coffee.” The weighted mean is 4.360, interpreted as “Very Satisfied”. This implies

that the prices at the coffee shop very satisfied the customer.

In the ever-changing landscape of the coffee industry, particularly

downstream, where competition is severe and consumer preferences are

continually shifting, pricing constancy emerges as a cornerstone of successful

corporate management. Its relevance extends beyond financial transactions to

encompass all aspects of business operations and customer interactions,

Beverland et al., (2015). Understanding the subtleties and ramifications of

pricing consistency is not only a strategic need, but also a basic must for coffee

businesses seeking to succeed in today's competitive market environment.

Table 7. The level of satisfaction of the customer in terms of Price in 3 RD

Floor Espresso.

Statement Mean Interpretation

1. How satisfied are you with the pricing of 4.46 Very Satisfied
the overall product?
2. Price of the coffee. 4.04 Satisfied

Weighted Mean 4.540 Very Satisfied

Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)
Table 7 shows the level of customer satisfaction in terms of Price in 3 rd

Floor Espresso. The highest mean in this table is 4.46, interpreted as “Very

Satisfied”, which indicates “How satisfied are you with the pricing of the overall
 26

product?”. The lowest mean is 4.04, interpreted as “Satisfied,” which indicates

“Price of the coffee.” The weighted mean is 4.540, interpreted as “Very Satisfied”.

This implies that the prices at the coffee shop very satisfied the customer.

Price becomes the factor that might impact customer behavior. Price

fairness is also defined as the customer's judgment of whether the product

pricing is reasonable and acceptable, Hanaysha (2016).

Table 8. The level of satisfaction of the customer in terms of Product

Quality in shell cafe.

Statement Mean Interpretation

1. How satisfied are you with the taste/quality 4.64 Very Satisfied
of coffee?
2. The variety of coffee in their menu? 4.44 Very Satisfied

Weighted Mean 4.540 Very Satisfied

Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 8 shows the level of customer satisfaction in terms of product quality

in Shell Café. The highest mean in this table is 4.64, interpreted as “Very

Satisfied,” which indicates “How satisfied are you with the taste/quality of

coffee?” The lowest mean is 4.44, interpreted as “Very Satisfied,” which indicates

“The variety of coffee in their menu.” The weighted mean is 4.540, interpreted as

“Very Satisfied”. This implies that the product quality at the coffee shop very

satisfied the customer.

 27

Product quality is an important function and perceptions of consumer

performance related to existing product attributes or services (Albayrak, 2015).

Basically, consumer always see and evaluate the quality of products in the

market before buying, Adhikari (2018).

Table 9. The level of satisfaction of the customer in terms of Product

Quality in Torque Coffee.

Statement Mean Interpretation

1. How satisfied are you with the taste/quality 4.42 Very Satisfied
of coffee?
2. The variety of coffee in their menu? 4.20 Satisfied

Weighted Mean 4.310 Very Satisfied

Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 9 shows the level of customer satisfaction in terms of Product

Quality in Torque Coffee. The highest mean in this table is 4.42, interpreted as

“Very Satisfied,” which indicates “How satisfied are you with the taste/quality of

coffee?”. The lowest mean is 4.20, interpreted as “Satisfied,” which indicates

“The variety of coffee in their menu?” The weighted mean is 4.310, which

indicates “Very Satisfied”. This implies that the product quality at the coffee shop

very satisfied the customer.

Product quality can make or break your brand’s success and profitability

— however, determining what makes a quality product depends on the end user.

Each consumer has their own idea of what constitutes a valuable product; for
 28

some, a fancy and durable product demonstrates quality, while others may look

for something unpretentious and easy to use, Caramela (April 2024).

Table 10. The level of satisfaction of the customer in terms of Product

Quality in Brew Break.

Statement Mean Interpretation

1. How satisfied are you with the taste/quality 4.46 Very Satisfied
of coffee?
2. The variety of coffee in their menu? 4.35 Very Satisfied

Weighted Mean 4.403 Very Satisfied

Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 10 shows the level of customer satisfaction in terms of Product

Quality in Brew break. The highest mean is this table is 4.46, interpreted as “Very

Satisfied,” which indicates “How satisfied are you with the taste/quality of

coffee?”. The lowest mean is 4.35, interpreted as “Very Satisfied” which indicates

“The variety of coffee in their menu?” The weighted mean is 4.403, which

indicates “Very Satisfied”. This implies that the product quality at the coffee shop

very satisfied the customer.

Product Quality is an important thing that every company must strive for if

it wants its products to compete in the market to satisfy consumer needs and

desires, Tirtayasa (2017).

 29

Table 11. The level of satisfaction of the customer in terms of Product

Quality in Project brew.

Statement Mean Interpretation

1. How satisfied are you with the taste/quality 4.78 Very Satisfied
of coffee?
2. The variety of coffee in their menu? 4.44 Very Satisfied

Weighted Mean 4.610 Very Satisfied

Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 11 shows the level of customer satisfaction in terms of Product

Quality in Project brew. The highest mean in this table is 4.78, interpreted as

“Very Satisfied” which indicates “How satisfied are you the taste/quality of

coffee?”. The lowest mean is 4.44, interpreted as “Very Satisfied” which indicates

“The variety of coffee in their menu?” The weighted mean is 4.610, which

indicates “Very Satisfied”. This implies that the product quality at the coffee shop

very satisfied the customer.

Product quality according to Kotler and Keller in Herviana and Anik.,

(2018) define Product Quality as the totality of features and characteristics of a

product or service that depends on the ability it has to satisfy expressed or

implied need.

Table 12. The level of satisfaction of the customer in terms of Product

Quality in 3rd Floor Espresso.

Statement Mean Interpretation

1. How satisfied are you with the taste/quality 4.64 Very Satisfied
of coffee?
 30

2. The variety of coffee in their menu? 4.44 Very Satisfied

Weighted Mean 4.540 Very Satisfied

Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 12 shows the level of customer satisfaction in terms of Product

Quality in 3rd Floor Espresso. The highest mean in this table is 4.64, interpreted

as “Very Satisfied,” which indicates “How satisfied are you with the taste/quality

of coffee?”. The lowest mean is 4.44, interpreted as “Very Satisfied” which

indicates “The variety of coffee in their menu?” The weighted mean is 4.540,

interpreted as “Very Satisfied”. This implies that the product quality at the coffee

shop very satisfied the customer.

Indriyani and Sugiyono (2017) demonstrates that product quality has a

significant positive effect on customer satisfaction. The important of quality is

paramount to a product. Wildia, Hidayat and Yusuf, (2021) the primary quality of

the product that is perceived is the customer, because the customer utilizes the

product.

Table 13. The level of satisfaction of the customer in terms of Service

Quality in Shell Cafe.

Statement Mean Interpretation

1. The speed service in the coffee shop? 4.38 Very Satisfied
2. Spacious of the place? 4.24 Very Satisfied
3. Are you satisfied the service quality they 4.64 Very Satisfied
provide?
 31

4. Staff friendly and accommodating? 4.62 Very Satisfied

5. Convenient Location 4.56 Very Satisfied
6. How would you rate the ambiance of the coffee 4.54 Very Satisfied
shop?
7. Cleanliness of the coffee shop 4.78 Very Satisfied
8. Overall visit in the coffee shop 4.32 Very Satisfied
9. Internet Connectivity 4.50 Very Satisfied
Weighted Mean 4.398 Very Satisfied
Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 13 shows the level of customer satisfaction in terms of Service

Quality of Shell Café. The highest mean in this table is 4.78, interpreted as “Very

Satisfied.”, which indicates “Cleanliness of the coffee shop”. The lowest mean is

4.24, interpreted as “Very Satisfied,” which indicates “Spacious of the place.?”

The weighted mean is 4.398, interpreted as “Very Satisfied”. This implies that the

service quality at the coffee shop very satisfied the customer.

According to Alipour (2018), it is true that product, place, process, people,

promotion, physical evidence, and price are efficient for consumer satisfaction.

These are same aspects that are effective in customer perception, the

application of which can optimize service quality, Ivhan A. et al., (2024).

Table 14. The level of satisfaction of the customer in terms of Service

Quality in Torque Coffee.

Statement Mean Interpretation

1. The speed service in the coffee shop? 4.58 Very Satisfied
2. Spacious of the place? 4.04 Satisfied
 32

3. Are you satisfied the service quality they 4.46 Very Satisfied
provide?
4. Staff friendly and accommodating? 4.40 Very Satisfied
5. Convenient Location 4.12 Satisfied
6. How would you rate the ambiance of the coffee 4.66 Very Satisfied
shop?
7. Cleanliness of the coffee shop 4.80 Very Satisfied
8. Overall visit in the coffee shop 4.38 Very Satisfied
9. Internet Connectivity 3.58 Satisfied
Weighted Mean 4.336 Very Satisfied
Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 14 shows the level of customer satisfaction in terms of Service

Quality in Torque Coffee. The highest mean in this table is 4.80, interpreted as

“Very Satisfied,” which indicates “Cleanliness of the Coffee shop”. The lowest

mean is 3.58, interpreted as “Satisfied” which indicates “Internet Connectivity”.

The weighted mean is 4.336, interpreted as “Very Satisfied”. This implies that the

service quality at the coffee shop very satisfied the customer.

Customer satisfaction is one of the business objectives, and can be

achieved through understanding the needs of the target market, and the

provision of needs satisfying packages in meeting and satisfying the needs at a

greater extent, Asabi, O.M, Ibojo, B.O. (2015). Reichheld argues that the

customer must “feel good” about their relationship with the brand – that the

company understands the values them and that the company engages both the

customer’s head and their heart.

 33

Table 15. The level of satisfaction of the customer in terms of Service

Quality in Break brew.

Statement Mean Interpretation

1. The speed service in the coffee shop? 4.24 Very Satisfied
2. Spacious of the place? 4.06 Satisfied
3. Are you satisfied the service quality they 4.52 Very Satisfied
provide?
4. Staff friendly and accommodating? 4.50 Very Satisfied
5. Convenient Location 4.40 Very Satisfied
6. How would you rate the ambiance of the coffee 4.64 Very Satisfied
shop?
7. Cleanliness of the coffee shop 4.70 Very Satisfied
8. Overall visit in the coffee shop 4.54 Very Satisfied
9. Internet Connectivity 4.42 Very Satisfied
Weighted Mean 4.447 Very Satisfied
Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 15 shows the level of customer satisfaction in terms of Service

Quality in Brew Break. The highest mean in this table is 4.70, interpreted as

“Very Satisfied”, which indicates “Cleanliness of the coffee shop”. The lowest

mean is 4.06, interpreted as “Satisfied”, which indicates “Spacious of the place?”.

The weighted mean is 4.447, interpreted as “Very Satisfied. This implies that the

service quality at the coffee shop, customer is very satisfied.

Customer satisfaction comes from a great customer experience, Perhaps,

customer experience is a very important factor contributing to a high level of

customer satisfaction in the resort industry that may focus on gaining loyalty -

Oliver, K. G., Demain, C., Quitoy, H, L., and Palmes, D., (2022). Customer
 34

satisfaction is the positive result of comparing expected service expectations and

performance received, Rita et al., (2019); To et al., (2020); Cheng et al., (2019).

Table 16. The level of satisfaction of the customer in terms of Service

Quality in Project Brew.

Statement Mean Interpretation

1. The speed service in the coffee shop? 4.62 Very Satisfied
2. Spacious of the place? 4.56 Very Satisfied
3. Are you satisfied the service quality they 4.68 Very Satisfied
provide?
4. Staff friendly and accommodating? 4.72 Very Satisfied
5. Convenient Location 4.52 Very Satisfied
6. How would you rate the ambiance of the coffee 4.80 Very Satisfied
shop?
7. Cleanliness of the coffee shop 4.94 Very Satisfied
8. Overall visit in the coffee shop 4.70 Very Satisfied
9. Internet Connectivity 3.44 Satisfied
Weighted Mean 4.553 Very Satisfied
Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 16 shows the level of customer satisfaction in terms of Service

Quality in Project Brew. The highest mean in this table is 4.94, interpreted as

“Very Satisfied”, which indicates “Cleanliness of the coffee shop”. The lowest

mean is 3.44, interpreted as “Satisfied” which indicates “Internet Connectivity”.

The weighted mean is 4.553, interpreted as “Very Satisfied”. This implies that the

service quality in coffee shop, customer is very satisfied.

The level of satisfaction is determined not only by the quality of the

products or services but also by way of acquisition, and customer satisfaction is

 35

the core factor affecting consumers’ repeated purchase behavior. The desire to

revisit considers the possibility of a result later on the influence of the level of

consumer preference for the product or service, John Tampil Purba et al., (2022).

Table 17. The level of satisfaction of the customer in terms of Service

Quality in 3rd Floor Espresso.

Statement Mean Interpretation

1. The speed service in the coffee shop? 4.50 Very Satisfied
2. Spacious of the place? 4.44 Very Satisfied
3. Are you satisfied the service quality they 4.62 Very Satisfied
provide?
4. Staff friendly and accommodating? 4.48 Very Satisfied
5. Convenient Location 4.42 Very Satisfied
6. How would you rate the ambiance of the coffee 4.66 Very Satisfied
shop?
7. Cleanliness of the coffee shop 4.68 Very Satisfied
8. Overall visit in the coffee shop 4.54 Very Satisfied
9. Internet Connectivity 3.86 Satisfied
Weighted Mean 4.467 Very Satisfied
Legend: 4.21-5.00 (Very Satisfied); 3.41-4.20 (Satisfied); 2.61-3.40 (Neutral); 1.81-2.60 (Not
Satisfied); 1.00-1.80 (Dissatisfied)

Table 17 shows the level of customer satisfaction in terms of Service

quality in 3rd Floor Espresso. The highest mean in this table is 4.68, interpreted

as “Very Satisfied”, which indicates “Cleanliness of the coffee shop”. The lowest

mean is 3.86, interpreted as “Satisfied”, which indicates “Internet Connectivity”.

The weighted mean is 4.467, interpreted as “Very Satisfied”. This implies that the

service quality in the coffee shop, customer is very satisfied.

 36

Service is the key part of keeping users engaged with an organization.

Even if an organization has the best product on the market but misses out on

providing an equally good service the chances that they might get lost to

completion are inevitable. This is where understanding what service quality

means and how it can be kept at its best comes into the picture. Service quality is

a measure of how an organization understands its users’ needs and fulfills their

expectations. Understanding how to improve the service quality of your product is

the key step to growth for any organization, Navin Khadka & Nikhil David (2024).

Problem 3. The level of loyalty on when they revisiting the coffee shop.

Table 18. Often visit the coffee shops in Shell Cafe.

Visit the coffee shops. Frequency Percentage

Everyday 1 2

Weekly 21 42

Once a month 28 56

Weighted Mean 50 100%

Table 18 shows how often the customer visit in Shell café. It shows that 1

or 2% of the respondents are everyday in the coffee shop, 21 or the 42% were

the respondents visit weekly and 28 or 56% of the respondents were Once a

month visit in the coffee shop.

Table 19. Often visit the coffee shops in Torque Coffee.

 37

Visit the coffee shops. Frequency Percentage

Everyday 7 14%

Weekly 10 20%

Once a month 33 66%

Total 50 100%

Table 19 shows how often the customer visit in Torque Coffee. It shows

that 7 or 14% in the respondents are everyday in coffee shop, 10 or 20% are the

respondents who visit the coffee shop weekly, and 33 or 66% are the

respondents who visit in the shop once in a month.

Table 20. Often visit the coffee shops in Brew Break.

Visit the coffee shops. Frequency Percentage

Everyday 4 8%

Weekly 18 36%

Once a month 28 56%

Total 50 100%

Table 20 shows how often the customers visit in Brew Break. It shows that

4 or 8% are the respondent were every day in the coffee shop, 18 or 36% are the

respondents who visits the coffee shop weekly, and 28 or 56% are the

respondents who visit once in a month.

Table 21. Often visit the coffee shops in Project Brew.

 38

Visit the coffee shops. Frequency Percentage

Everyday 15 30%

Weekly 15 30%

Once a month 20 40%

Weighted Mean 50 100%

Table 21 shows how often the customers visit in Project Brew. It shows

that 15 or 30% are the respondents are everyday in the coffee shop, 15 or 30%

are the respondents are visiting weekly, and 20 or 40% are the respondents who

visits once in a month.

Table 22. Often visit the coffee shops in 3rd Floor Espresso.

Visit the coffee shops. Frequency Percentage

Everyday 0 0%

Weekly 15 30%

Once a month 35 70%

Weighted Mean 50 100%

Table 22 shows how often the customers visit in 3 rd Floor Espresso. It

shows that 0% in the respondents are everyday in coffee shop, 15 or 30% are

the respondents who visit the coffee shop weekly, and 35 or 70% are the

respondents who visit once in a month.

Table 23. Loyalty of the costumers in Shell café.

 39

Statement Mean Interpretation

1. How likely are you to visit again this coffee shop 4.16 Likely

2. How likely are you to recommend this coffee shop to a 4.41 Very Likely
friend?
Weighted Mean 4.110 Likely

Legend: 4.21-5.00 (Very Likely); 3.41-4.20 (Likely); 2.61-3.40 (Neutral); 1.81-2.60 (Unlikely); 1.00-
1.80 (Very Unlikely)

Table 23 shows the loyalty of customer in shell café. The highest mean in

this table is 4.14, interpreted as “Very Likely”, which indicates “How likely are you

to recommend this coffee shop to a friend?”. The lowest mean is 4.16, interpreted

as “Likely” which indicates “How likely are you to visit again this coffee shop”.

The weighted mean is 4.110, interpreted as “Likely”. This implies that the

customer is likely to visit again the coffee shop.

According to Saulina and Syah’s (2018), study, is a key objective in the

fiercely competitive coffee shop industry of today is to increase customer loyalty.

To do this, strong customer loyalty must be built through constant improvement in

customer satisfaction and service quality. Loyalty is demonstrated by the goal of

the buyer to keep using and making future purchases of a good or service

through it, Nadeem et al. (2020).

Table 24. Loyalty of the costumers in Torque Coffee.

Statement Mean Interpretation

1. How likely are you to visit again this coffee shop 4.18 Likely

2. How likely are you to recommend this coffee shop to a 4.40 Very Likely
 40

friend?

Weighted Mean 4.290 Very Likely

Legend: 4.21-5.00 (Very Likely); 3.41-4.20 (Likely); 2.61-3.40 (Neutral); 1.81-2.60 (Unlikely); 1.00-
1.80 (Very Unlikely)

Table 24 shows the loyalty of customer in Torque Coffee. The highest

mean in this table is 4.40, interpreted as “Very Likely”, which indicates “How likely

are you to recommend this coffee shop to a friend?”. The lowest mean is 4.18,

interpreted as “Likely” which indicates “How likely are you to visit again this

coffee shop”. The weighted mean is 4.290, interpreted as “Very Likely”. This

implies that the customer is Very likely to visit again the coffee shop.

Customer loyalty is an important element for a company to create

business continuity. Moreover, it is a form of customer commitment that is

reflected in a positive attitude in repeat purchases. In other words, good-quality

service and provided by coffee shops are reflected by customer satisfaction;

maintaining customer provided those satisfactory products and high-quality

service become foundation for customers’ re-visitation and successful company,

Chung-Sub S., Gyu-Sam H., Hye-Won L., Sun-Rae., (2015).

Table 25. Loyalty of the costumers in Brew Break.

Statement Mean Interpretation

1. How likely are you to visit again this coffee shop 4.08 Likely

2. How likely are you to recommend this coffee shop to a 4.34 Very Likely
 41

friend?

Total 4.210 Very Likely

Legend: 4.21-5.00 (Very Likely); 3.41-4.20 (Likely); 2.61-3.40 (Neutral); 1.81-2.60 (Unlikely); 1.00-
1.80 (Very Unlikely)

Table 25 shows the loyalty of customer Brew Break. The highest mean in

this table is 4.34, interpreted as “Very Likely”, which indicates “How likely are you

to recommend this coffee shop to a friend?”. The lowest mean is 4.08, interpreted

as “Likely” which indicates “How likely are you to visit again this coffee shop”.

The weighted mean is 4.210, interpreted as “Very Likely”. This implies that the

customer is Very likely to visit again the coffee shop.

Customer Loyalty is defined as a brand’s positive attitude (behavioral

loyalty) and repeat business (attitudinal loyalty) toward service providers. It

comprises the propensity to return or buy goods or services again, as well as to

tell friends and family about the service provider – Kanyama, Nurittamont, &

Siripipatthanakul, 2022; Limna & Kraiwanit, (2022).

Table 26. Loyalty of the costumers in Project Brew.

Statement Mean Interpretation

1. How likely are you to visit again this coffee shop 4.72 Very Likely

2. How likely are you to recommend this coffee shop to a 4.76 Very Likely
friend?
Total 4.740 Very Likely

Legend: 4.21-5.00 (Very Likely); 3.41-4.20 (Likely); 2.61-3.40 (Neutral); 1.81-2.60 (Unlikely); 1.00-
1.80 (Very Unlikely)
 42

Table 26 shows the loyalty of customer in Project Brew. The highest mean

in this table is 4.76, interpreted as “Very Likely”, which indicates “How likely are

you to recommend this coffee shop to a friend?”. The lowest mean is 4.72,

interpreted as “Very Likely” which indicates “How likely are you to visit again this

coffee shop”. The weighted mean is 4.740, interpreted as “Very Likely”. This

implies that the customer is Very likely to visit again the coffee shop.

According to Shaon and Rahman (2015), Customer loyalty can be

achieved through a successful Customer Relationship Management

implementation. An effective customer relationship management is positively

related to the loyalty of customers. However, Customer satisfaction is positively

related with customer loyalty. When customers become satisfied, they are likely

to remain repeat customers.

Table 27. Loyalty of the costumers in 3rd Floor Espresso.

Statement Mean Interpretation

1. How likely are you to visit again this coffee shop 3.94 Likely

2. How likely are you to recommend this coffee shop to a 4.18 Likely
friend?
Total 4.060 Very Likely

Legend: 4.21-5.00 (Very Likely); 3.41-4.20 (Likely); 2.61-3.40 (Neutral); 1.81-2.60 (Unlikely); 1.00-
1.80 (Very Unlikely)

Table 27 shows the loyalty of customer in 3rd Floor Espresso. The highest

mean in this table is 4.18, interpreted as “Likely”, which indicates “How likely are

you to recommend this coffee shop to a friend?”. The lowest mean is 3.94,

interpreted as “Likely” which indicates “How likely are you to visit again this
 43

coffee shop”. The weighted mean is 4.060, interpreted as “Very Likely”. This

implies that the customer is Very likely to visit again the coffee shop.

The satisfaction of the customers determines the success of a local coffee

shop company. It is the ultimate goal of every business due to its potential impact

on repeat buying behavior (Kim et at., 2016; Suhud et al., 2020), considering that

satisfied purchasers are moreover accompanied by their willingness to

recommended a product to others (Back et al., 2018).

Chapter 4

SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

 44

Summary

The study focuses on measuring consumer satisfaction and loyalty among

five selected coffee shops in Butuan City: Shell Café, Torque Coffee, Brew Break,

Project Brew, and 3rd Floor Espresso. Using a quantitative method, the

researchers collected data by survey checklists from fifty randomly selected

respondents at each coffee shop. The data gave significant insight into the

demographics, levels of satisfaction, and loyalty tendencies of the customers.

Findings

The research revealed several key insights about customer satisfaction

and loyalty in the selected coffee shops in Butuan City. The majority of

respondents were young adults, predominantly between the ages of 21 and 30,

representing 65.2% of the total participants. There was a slightly higher number

of female customers (59.6%) compared to male customers (40.4%). Overall,

customers reported high levels of satisfaction with various aspects of the coffee

shops, including pricing, product quality, and service quality. Specific aspects

such as the taste and quality of the coffee, the variety in the menu, the speed of

service, the ambiance, and the cleanliness of the shops received particularly

positive ratings. These positive experiences contributed to strong customer

loyalty, with many customers expressing a high likelihood of revisiting the coffee

shops and recommending them to friends. This suggests that the coffee shop’s

ability to meet customer expectations across multiple areas is a significant factor

in fostering customer loyalty.

 45

Conclusions

In conclusion, the data analysis of our survey across five coffee shops

provides valuable insights into the profile of customers, their satisfaction levels,

and their loyalty tendencies. Firstly, concerning customer demographics, the

majority of respondents across all coffee shops were in the age range of 21 to 30

years old, indicating a younger clientele. Additionally, there was a slightly higher

representation of female customers compared to male customers, suggesting a

gender balance in coffee shop patronage.

Secondly, in terms of satisfaction levels, our findings indicate that customers

generally reported high levels of satisfaction across different aspects, including

price, product quality, and service quality. Most customers were satisfied or very

satisfied with the pricing, taste/quality of coffee, variety of coffee in the menu,

speed of service, ambiance, cleanliness, and overall visit experience. These

positive ratings underscore the effectiveness of the coffee shops in meeting

customer expectations and delivering a satisfactory experience.

Lastly, regarding customer loyalty, the majority of respondents expressed a

likelihood to revisit the coffee shops, with a significant proportion also indicating a

likelihood to recommend the coffee shops to friends. This suggests a strong level

of loyalty among customers, driven by their positive experiences and satisfaction

with various aspects of the coffee shops' offerings. Overall, these findings

highlight the importance of consistently delivering high-quality products and

services to foster customer satisfaction and loyalty in the competitive coffee shop

industry.
 46

Recommendations

Shell Café

To maintain a high level of customer satisfaction, Shell Café should

continue to emphasize service speed, friendliness, and professionalism among

its staff. Regular updates and diversification of the menu are crucial to cater to

various tastes and preferences, ensuring that customers always have something

new to look forward to. Introducing seasonal or limited-time offerings can add

excitement and encourage repeat visits. Competitive pricing strategies should be

employed to balance quality and affordability, making the café accessible to a

broader audience. Additionally, implementing loyalty programs or discounts can

incentivize repeat patronage and build a loyal customer base.

Torque Coffee

Torque Coffee should focus on enhancing the ambiance of the café to

create a more inviting and comfortable atmosphere for customers. Regular

training for staff on customer service excellence will ensure that every customer

interaction is positive and memorable. Expanding the menu to include more

health-conscious and dietary-specific options can attract a wider range of

customers. Introducing interactive events, such as coffee tasting sessions or

barista classes, can engage customers and create a community feel. Developing

a strong online presence and utilizing social media for promotions and customer

engagement can also drive more traffic to the café.

 47

3rd Floor Espresso

To improve customer satisfaction and loyalty, 3rd Floor Espresso should

prioritize the quality and consistency of its coffee and food offerings. Investing in

high-quality ingredients and maintaining strict quality control can ensure that

customers receive the best products every time. Enhancing the interior design to

create a cozy and aesthetically pleasing environment can make the café a

preferred spot for social gatherings and work. Offering personalized customer

service, such as remembering regular customers’ preferences, can foster a

sense of belonging. Collaborating with local artists for events or displays can also

create a unique and appealing ambiance.

The Brew Break

The Brew Break can boost customer satisfaction by focusing on the

efficiency and friendliness of its service. Streamlining operations to minimize wait

times and training staff to provide exceptional service can make a significant

difference. Expanding the menu to include unique and innovative coffee blends

or specialty drinks can attract coffee enthusiasts. Hosting community events,

such as live music nights or book clubs, can enhance the café's role as a social

hub. Implementing a feedback system to gather customer insights and make

improvements based on their suggestions can also demonstrate a commitment

to customer satisfaction.
 48

Project Brew

This can be achieved by offering signature drinks and exclusive blends

that are unique to the café. Ensuring that the café’s environment is welcoming

and comfortable, with plenty of seating and amenities like free Wi-Fi, can

enhance the customer experience. Providing excellent customer service through

continuous staff training and creating a culture of hospitality can make customers

feel valued. Additionally, leveraging digital marketing strategies, such as online

promotions and a user-friendly website for orders and reservations, can increase

visibility and attract new customers.

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satisfaction, revisit intention and word-of-mouth: evidence from the

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Al, S. L. E. (2021, April 28). A study on the impact of coffee service quality

on customer satisfaction and loyalty.

https://turcomat.org/index.php/turkbilmat/article/view/4279
 49

Maduretno, R. B. E. H. P., & Junaedi, M. S. (2022). Exploring the effects

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 56

APPENDIX A
LETTER OF INTENT

April 17, 2024

To manager
Manager
Name of the Company
Address of the Company

Dear owner/Manager,

Greetings!
I hope this letter find you well. My name is Maila Nichole Orciga and I am the
Representative of Our Research. My group members are Christian Paul Bolo,
Ciara GEE Salvana, Raynelyn Rana and Antonio Madrona. We are a student
from Saint Joseph Institute of Technology. We are Writing to request permission
to conduct a research study entitled “Quantitative Analysis of Customer
Satisfaction and Loyalty in Selected Coffee Shop in Butuan City. As part of our
requirements in the Business Research subject.

The purpose of this research is to identify the customer satisfaction and loyalty in
your coffee shop. Particularly in terms of customer service, pricing and product
 57

quality. This study aims to determine how customer is satisfied and loyal. It can
beneficial to your coffee shop by increasing brand recognition and attracting
more customers.

In relation to this request, I assure you that we will not disrupt the schedule of the
individual and the staff involved. I greatly value any time you can spare for my
research. Your response to this correspondence is vital in furnishing the
information needed for our study to attain accurate results.

Your response and time are greatly appreciated. I'm hoping for your kind
acceptance and support in this endeavor.

Thank you for reading my letter.

Noted by:

Mr. John Rey Montero

Research Adviser

APPENDIX B

Informed Consent Form

(for the Conduct of Focus Group Discussion/ Interview)

This informed consent form is for the participants of the focus group
discussion/interview as part of the data gathering of the researcher
___________________________________________with the research entitled
________________________________________________________________
________________________________________________________________
________________________________________________________________.

There are two parts of this form:

1. The information sheet (containing information about the study), and
2. The certificate of consent (for signatures if you decide to participate).

Part I. Information Sheet

Introduction

I am ______________________________________, a Graduate School student

of SJIT, residing at __________________________________________. I am
the researcher/proponent of the study.
 58

Purpose of the study

This study aims to

Participant selection

You have been selected as a focus group discussion (FGD)/interview participant

because

Voluntary participation

Your participation in the FGD/interview is entirely voluntary. You can decide freely
whether you will participate in the FGD/interview. But in case you wish to
participate in this FGD/interview, you are still free to withdraw at any time. You
will not be penalized by such a decision. You may inform us using the contact
information below. You will not be asked of your reasons for withdrawal.

Procedure (What you will do in this study)

You will answer the items in the socio-demographic survey and online FGD. You
will be asked to share your personal information and knowledge on ????.
The FGD/interview may take at least __ hours to finish. In case you have a
question or clarification about an item or items in the FGD, feel free to ask the
facilitator.

Risks

You may feel uncomfortable with some FGD/interview questions. Please feel free
not to answer them. However, we are hoping that you can complete the
FGD/interview.

Benefits
 59

You will not receive monetary compensation. However, a token of appreciation

for your participation will be given 1-2 weeks after the FGD. You and your
community will also benefit from the resulting reports, materials, and publications
from this study.

Anonymity and Confidentiality

Rest assured that your information and responses will be handled with utmost
confidentiality and care, and will be protected in strict compliance with the
implementing rules and regulation of the Data Privacy Act of 2012 (Republic Act
No. 10173).

Your information will be recorded as a code instead of your name. Your identity
will remain anonymous for the whole duration of the study, including analysis and
reporting of research findings. The data collected from you will also be processed
as aggregate of responses, hence the team will make sure that no information in
this study can personally identify you. In the reporting and presentation of the
study results, your identity will be secured. You will also have access to these
results upon request to the team. All data will only be handled and accessed by
the researcher’s team members only.

Data Management

All data will be properly secured and stored in locked file cabinets, and encrypted
and password-protected computers. Three years after the research duration
ends, all collected data will be properly disposed of printed/hard copies of data
will be shredded then pulverized, and digital data will be deleted and their
storage units will be reformatted. You can request access to your information
from the research team, whom you can contact using the details below. Should
you decide to withdraw from this study, your data will be deleted and excluded
from the analysis and presentation.

Who to contact

Should you have any or further questions, clarifications, or inquiries about the
study, feel free to contact me ______________________________ through
email add or phone number _________________

2. Certificate of Consent
 60

I have been invited to participate in a FGD/interview for the research/project

________________________________________________________________
________________________________________________________________
________________________________________________________________
________________.
I have read [or has been read to me] and understood the foregoing information. I
was given the opportunity to ask questions, clarifications, and/or inquiries that I
have asked have been answered satisfactorily. Thus, I signed this consent to
voluntarily participate in the FGD.

Printed Name of Participation______________________________

Signature of Participant___________________________________
Date (day/month/year) ____________________________________

Statement by the Enumerator

The participant has read [or I have accurately read out the information sheet to
the potential participant], and to the best of my ability made sure that he or she
understands that the following will be done.

1. S/He will answer the FGD/interview which contains questions that will ask
his or her knowledge on
___________________________________________________________
___________________________________________________________
__________.

2. S/He is free to refuse to participate in the FGD or to withdraw his or her

participation from the FGD at any time without any penalty.

I confirm that the participant was given the time to ask questions, clarification,
and/or further inquiries about the study. I also confirm that these questions,
clarifications, or inquiries that the participants asked have been answered
correctly to the best of my ability. I further confirm that the participant was not
coerced in giving his or her consent.

A copy of this Informed Consent Form has been provided to the participant.
 61

Printed name of the enumerator____________________________

Signature of the enumerator_______________________________
Date (day/month/year) ___________________________________

APPENDIX C

Survey Questionnaire: Checklist

Name (Optional)

Age:

Gender:

Quantitative Analysis of Customer satisfaction and loyalty Shell Café,

Torque Coffee, Brew Break, Project Brew, and 3rd Floor Espresso.

Direction: Put a Check (✔) mark next to the answer that represents your

satisfaction using the scale provided.

 62

Likert scale Verbal Potential

1 - Dissatisfied

2 - Not Satisfied

3 - Neutral

4 - Satisfied

5 - Very Satisfied

5 4 3 2 1

1.How satisfied are you with the taste /quality of

coffee

2.The speed service in the coffee shop?

3. Spacious of the place?

4. Are you satisfied the service quality they provided?

5.How satisfied are you with the pricing of the overall

product?
6.The variety of coffee in their menu?

7.Staff friendly and accommodating?

8.Convenient location?

9.How would you rate the ambiance of the coffee

shop?
10.Cleanliness of the shop?

11.Overall visit in the coffee shop?

12.Internet Connectivity?

13.Price of the coffee?

 63

14. How do you often visit this coffee shops?

⃘ Everyday

⃘ Weekly

⃘ Once a month

15. How likely are you to visit again this coffee shop?

⃘ Very likely

⃘ Likely

⃘ Neutral

⃘ Unlikely

⃘ Very Unlikely

16. How likely are to recommend this coffee shop to a friend?

⃘ Very likely

⃘ Likely

⃘ Neutral

⃘ Unlikely

⃘ Very unlike
 64

APPENDIX D

DOCUMENTATION
65
 66

APPENDIX E

CURRICULUM VITAE

Christian Paul B. Bolo

P-3A Taguibo , Butuan City, 8600 Agusan Del Norte

0960-220-9293

[email protected]

PERSONAL BACKGROUND

Sex : Male

Marital Status : Single

Date of Birth : January 18, 2002

Nationality:Filipino

EDUCATIONAL BACKGROUND

Primary: Ampayon Elementary School

 67

XJ73+7W7, AH26, Butuan City, Agusan Del Norte

Academic Year: 2014-2015

Secondary: Accountacy Business Management (ABM)

Father Urios Institute of Technology of Ampayon Butuan City

P-1, Ampayon, Butuan City Agusan Del Norte

Academic Year: 2016-2021

Tertiary: Bachelor of Science in Business Administration Major in Marketing

Management

Saint Joseph Institute of Technology

Montilla Boulevard, Agusan Del Norte

Present
 68

Antonio P. Madrona III

T. Calo street Butuan City

09671631701

[email protected]

PERSONAL BACKGROUND

Sex : Male

Marital Status : Single

Date of Birth : April 8, 2000

Nationality: Filipino

EDUCATIONAL BACKGROUND

Primary: Butuan Central Elementary School

A.D. Curato St., Butuan City

2012-2013

Secondary: Saint Joseph Institute of Technology

 69

2014-2018

Tertiary: Bachelor of Science in Business Administration major in Marketing

Management

Saint Joseph Institute of Technology

Montilla Boulevard, Butuan City, Agusan Del Norte

Present

Maila Nichole D. Orciga

P7 Dalingdingan Brgy. Pinamanculan, Butuan City,

8600 Agusan Del Norte, Philippines

0963-553-8509

[email protected]

PERSONAL BACKGROUND

Sex : Female

Marital Status : Single

Date of Birth : December 7, 2003

Nationality:Filipino

EDUCATIONAL BACKGROUND

Primary: Dalingdingan Elementary School

 70

P7 Dalingdingan Pinamanculan Butuan City

Academic Year 2014-2015

Secondary:

Senior High School

Humanities and Social Sciences

Saint Joseph Institute of Technology

Montilla Boulevard, Butuan City

Academic Year 2020-2021

Junior High School

Abilan National High School

P5 Abilan Buenavista Agusan Del Norte

Academic Year 2018-2019

Tertiary: Bachelor of Science in Business Administration - Major in Marketing

jbdbcjdfbjManagement

Saint Joseph Institute of Technology

Montilla Boulevard, Butuan City

Present
 71

Ciara GEE B. Salvaña

Purok 3, Villanueva Extension, Brgy. Tandang Sora

Butuan City 8600, Agusan Del Norte, Philippines

0963-589-1420

[email protected]

PERSONAL BACKGROUND

Sex : Female

Marital Status : Single

Date of Birth : August 27, 2003

Nationality:Filipino

EDUCATIONAL BACKGROUND

Primary:
 72

Barobo Central Elementary SCHOOL

P1- Poblacion, Barobo Surigao Del Sur

2012-2013

Secondary:

Senior High School

Accountancy and Business Management

Mother of Mercy Academy

Purok 6 Poblacion, Barobo Surigao Del Sur

Academic Year: 2020-2021

Junior High School

Mother of Mercy Academy

Purok 6 Poblacion, Barobo Surigao Del Sur

Academic Year: 2018-2019

Tertiary:

Bachelor of Science in Business Administration Major in Marketing

Management

Saint Joseph Institute of Technology

Montilla Boulevard, Butuan City

Present
 73

Raynelyn R. Rana

P-Silangan, Brgy. Agusan Pequeno, Butuan City

8600, ADN, Philippines

(0963-128-3914) – (0992-876-6648)

[email protected]

PERSONAL BACKGROUND

Sex : Female

Marital Status : Single

Date of Birth : April 11, 2003

Nationality:Filipino

EDUCATIONAL BACKGROUND

Primary:

Agusan Pequeño Elementary School

Purok Madasigon, Agusan Pequeño, Butuan City

 74

Academic Year: 2014-2015

Secondary:

Senior High School

Strand: Humanities and Social Science

School Name: Agusan National High School

School Name: A.D. Curato St, Butuan City, 8600 Agusan Del Norte

Academic Year: 2015-2016

Junior High School

School Name: Agusan Pequeño Elementary School

School Address: P- Madasigon, Agusan Pequeño, Butuan City

Academic Year: 2014- 2015

Tertiary:

Bachelor of Science in Business Administration Major in Marketing

Management

Saint Joseph Institute of Technology

Montilla Boulevard, Butuan City 8600, Philippines

Present