Customer Behavioral Intention On Trust And Satisfaction Of Coffee Lover In Malaysia

Abstract

Coffee shops have become more than just places to grab a caffeine fix. They have evolved into cultural landmarks, social hubs, and even sources of inspiration for countless individuals. They are not merely purveyors of coffee, but they are dynamic spaces where people connect, work, and relax. The modern coffee shop reflects the diverse tastes and preferences of its patrons, offering an array of coffee beverages, teas, and artisanal treats. Furthermore, coffee shops have embraced technology, enabling customers to order remotely and enjoy seamless digital experiences. Customer satisfaction is a critical aspect of running a successful coffee shop. Happy customers not only return for more coffee but also recommend the establishment to others. Research on customer satisfaction towards coffee shop is essential for coffee shop owners and managers to understand customer preferences, improve their offerings, and maintain a loyal customer base. This study aims to define customer satisfaction, trust, and behavioral intentions in Selangor's Klang Valley coffee shops. The convenience sampling will be used and a total of 384 online questionnaires were received for data analysis. The finding of the study indicates that customer satisfaction and trust influence the customer's behavioral intention when visiting a coffee shop. Finally, guidelines and future study paths are investigated.