What Makes a Coffee Shop Interesting? Demystifying Critical Factors that Attract and Retain Coffee Shop Customers in Indonesia

Fauzan Wardhana (), Viet Le, Eryadi Masli and Mony Sok
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Fauzan Wardhana: Swinburne University of Technology, Department of Business Technology and Entrepreneurship
Viet Le: Swinburne University of Technology, Department of Business Technology and Entrepreneurship
Eryadi Masli: Swinburne University of Technology, Department of Business Technology and Entrepreneurship
Mony Sok: Swinburne University of Technology, Department of Business Technology and Entrepreneurship

A chapter in Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), 2023, pp 259-272 from Springer

Abstract: Abstract The main purpose of this study was to identify factors that coffee shop customers perceived as critical to attracting and retaining them to a particular coffee shop. An online questionnaire survey was designed to capture coffee shop customers in Indonesia. Critical factors were identified from the literature in restaurants and hospitality. A total of 251 valid questionnaires were completed – sufficient for the current study. SPSS v 28 was used to analyze the data. Results indicated that the top 3 critical success factors were taste, location, and cleanliness. To make a coffee shop interesting and attract and retain customers, coffee shop managers need to provide their customers with products that taste good, consider making the location easy to access, and maintain the site's cleanliness. A coffee shop practitioner can learn how to understand the critical factors in a coffee shop and what outcomes to expect from doing so. This paper introduces the critical factors that make customers perceive a coffee shop as an interesting venue.

Keywords: Coffee Shops; Customer Retention; Service-Dominant Logic (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-350-4_25

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