Service Quality and Dining Atmosphere’s Value on Pangasinan’s Local Coffee Shop Customers’ Service and Retention

Abstract

The study have utilized a descriptive quantitative design which used the SERVEQUAL model with the aim to assess the relationship among the three main variables namely: service quality, dining atmosphere and customer retention of selected local coffee shops in Pangasinan. The results revealed that client retention is most significantly influenced by pleasant predicted emotion, with comfort and relaxation ranking highest. To avoid discontent, negative feelings should be watched, especially those related to cost and convenience. Customers' readiness to promote the coffee shop and desire for new experiences indicate that they are usually positive about the brand. Although customers are likely to return, behavioral intention indicates that long-term retention may be impacted by price sensitivity and outside competition. Younger consumers have distinct tastes and expectations for service quality than older age groups, according to the substantial correlation found between age and Gen Y respondents (those between the ages of 26 and 45).This research may provide several theoretical advances to the body of knowledge already written about local coffee shops operations.