An Empirical Study on the Influencing Factors of Customer Satisfaction in Campus Cafes

Abstract

Some literatures on the cafes and customer satisfaction of university libraries are reviewed. The relevant theories of customer satisfaction are applied to the campus coffee shop industry. From the perspective of customer satisfaction, the model of the factors affecting customer satisfaction is constructed. In view of the research on the factors affecting customer satisfaction in coffee shops in China, PZB model, Kano model and self-built model are used more. In view of the satisfaction of college students on campus cafes, this paper attempts to comprehensively apply the research model of customer satisfaction in various countries to construct the framework of relationship between customer satisfaction and various influencing factors and conduct empirical research in this field. Firstly, the literature review method is used, followed by the questionnaire survey method. Finally, the statistical software SPSS is used to analyze the survey data. The research shows that the corporate image has a significant positive impact on customer satisfaction, consumer expectation on customer satisfaction, perceived value on customer satisfaction.