Factors Influencing Customer Satisfaction in Modern Coffee Shops in Johor

Nor Mazlina Mohamad Amin; Nurul Aida Hamidon; Nurul Fathin Shahera Muhammad Fadzil; Nurul Azhani Mohd Azmin

Authors

Nor Mazlina Mohamad Amin Politeknik Ibrahim Sultan, KM 10, Jalan Kong Kong, 81700 Pasir Gudang, Johor, Malaysia
Nurul Aida Hamidon Politeknik Ibrahim Sultan, KM 10, Jalan Kong Kong, 81700 Pasir Gudang, Johor, Malaysia
Nurul Fathin Shahera Muhammad Fadzil Politeknik Ibrahim Sultan, KM 10, Jalan Kong Kong, 81700 Pasir Gudang, Johor, Malaysia
Nurul Azhani Mohd Azmin Politeknik Ibrahim Sultan, KM 10, Jalan Kong Kong, 81700 Pasir Gudang, Johor, Malaysia

Keywords:

Coffee shop, customer satisfaction, restaurant environment, food quality, services quality

Abstract

The food service industry's constantly evolving preferences and tastes based on rising demand make Malaysia's market more competitive. Coffee shops have become everywhere, particularly in areas that have something unique to offer, like cafes with views of the hill or the seaside. Coffee shops and cafes experience intense competition to bring in and keep customers as a result of the global market's rapid evolution. The main objective of this research is to analyse the variables that impact customer satisfaction at Johor Bahru's coffee shops. This study tested the influence factors of Food Quality, Service Quality, and Restaurant Environment on Customer Satisfaction. For this study, information was gathered from a sample of one hundred respondents who were dining at the Coffee shop cafes in Johor Bahru. Statistical Package for Social Science (SPSS) version 22.0 was used to evaluate the data that was collected. The results showed that the most significant element influencing consumer satisfaction is the restaurant environment.