Physical Environment of a Coffee Shop Analysis of Future Customers Expectation Views

Abstract

Customer satisfaction is very important in business world to gain loyalty and revisited customers. This paper aims to study the customer perceived experience as the first time visitor to a coffee shop related to their expectation and satisfaction in two coffee shops in namely in Seomyeon, Busan, South Korea. The methodology apply interviews, surveys and analysis using Semantic Differences and AMOS 22. The findings shows that the customers usually have been introduced about the coffee shop through social media network influenced by the reviews and viral comment. The first time customers also were not coffee lovers but the physical environment explorers or the social media influencers. The components of the physical enviornment consist of the facility aesthetic, lighting, ambience, layout, service product and social factors. The taste of the food and beverages was not the main priority for the customers to decide about revisiting the coffee shop. Customers also willing to recommend to others if they were satisfied with the services provided. The results also examined that cultural context influenced the preferences in selecting and revisiting the coffee shops.