Customer satisfaction on coffee shops in Iriga City / Kurt Daniel M. Caigas, Jason S. Renegado, and Joey Segovia

Undergraduate Theses (BSHM) - Hospitality Management. Camarines Sur Polytechnic Colleges, 2024.

Includes bibliographical references.

This study assesses customer satisfaction in coffee shops located in Iriga City, with the goal of identifying the factors that influence this satisfaction and offering recommendations to improve the competitiveness of local coffee shops. The specific objectives include measuring the level of customer satisfaction and pinpointing the issues and challenges faced by coffee shops regarding product quality, ambiance, facility aesthetics, and table settings. Additionally, the study examines the relationship between customer satisfaction and these challenges. A quantitative research design utilizing a descriptive method was implemented, collecting data from 115 randomly selected respondents through a survey questionnaire that was adapted to suit the context of the study. The questionnaire evaluated customer satisfaction based on product quality, ambiance, table settings, and facility aesthetics, as well as operational challenges faced by coffee shops, including product-related issues. The key findings indicate that while customers are generally satisfied with the product offerings and ambiance, there is a need for improvements in table settings and exterior design. Respondents indicated a desire for more comfortable and visually appealing seating arrangements, as well as attractive outdoor spaces. However, no significant relationship was identified between customer satisfaction and the challenges faced by coffee shops. These findings offer practical insights that can assist coffee shop owners in Iriga City in enhancing customer experiences. By addressing the identified service gaps, businesses can foster stronger customer loyalty, maintain competitiveness, and ensure sustainable growth. The results also provide valuable direction for future researchers interested in exploring customer satisfaction within the hospitality sector.