Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)

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

Authors
Fauzan Wardhana1, *, Viet Le1, Eryadi Masli1, Mony Sok1
1Department of Business Technology and Entrepreneurship, Swinburne University of Technology, Victoria, Australia
*Corresponding author. Email: fwardhana@swin.edu.au
Corresponding Author
Fauzan Wardhana
Available Online 10 January 2024.
DOI
10.2991/978-94-6463-350-4_25How to use a DOI?
Keywords
Coffee Shops; Customer Retention; Service-Dominant Logic
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
10 January 2024
ISBN
978-94-6463-350-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-350-4_25How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Fauzan Wardhana
AU  - Viet Le
AU  - Eryadi Masli
AU  - Mony Sok
PY  - 2024
DA  - 2024/01/10
TI  - What Makes a Coffee Shop Interesting? Demystifying Critical Factors that Attract and Retain Coffee Shop Customers in Indonesia
BT  - Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
PB  - Atlantis Press
SP  - 259
EP  - 272
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-350-4_25
DO  - 10.2991/978-94-6463-350-4_25
ID  - Wardhana2024
ER  -