Authors : Roi Cedric Ombrete Lauga; Linmar Cernias Traza; Mariane Joy Z. Tormis-Saldivar; Zyra Mae Lumacad Belisario; Millisa Saramosing-Equit

Volume/Issue : Volume 9 - 2024, Issue 6 - June

Google Scholar : https://tinyurl.com/yfcpw659

Scribd : https://tinyurl.com/7s3mjz9n

DOI : https://doi.org/10.38124/ijisrt/IJISRT24JUN558

Abstract : This study explored for customer satisfaction on Valencia City's coffee culture. It focus on the demographics, service quality, and coffee shop attributes. The general objective of the study was to provide insights for strategic advancements in the local coffee industry. Using a robust research instrument, findings revealed that a young, female, college-educated clientele with a decisive preference for specific coffee shops. Tangibility, reliability, and value for money significantly impacted customer satisfaction. The study challenged traditional assumptions, highlighting the primacy of the chosen coffee shop over demographic factors. Regression analysis identified reliability, quality of coffee, and value for money as key predictors of satisfaction. Recommendations urge coffee shop owners to prioritize staff training, operational efficiency, and strategic pricing while maintaining visually appealing and hygienic environments. Future research should explore evolving consumer trends and external factors shaping Valencia City's coffee culture. This study contributes actionable insights for enhancing customer experiences and staying responsive in the vibrant local coffee scene.

Keywords : Customer Satisfaction, Valencia City, Coffee Culture, Demographics, Service Quality, Coffee Shop Attributes, Regression Analysis, Philippines.

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