Customer Experience and Satisfaction in Coffee Consumption: An Analytical Study of Customer Behaviour in Coffee Shops

Authors

  • Kainat Khan Department of Business Administration, Sir Syed University of Engineering and Technology, Sindh, Pakistan
  • Alishba Riaz Department of Business Administration, Sir Syed University of Engineering and Technology, Sindh, Pakistan
  • Zoha Fatima Department of Business Administration, Sir Syed University of Engineering and Technology, Sindh, Pakistan

DOI:

https://doi.org/10.21015/vtess.v13i2.2208

Abstract

This paper discusses the impacts of various elements of customer experience like Sensory, Affective, Behavioural, Intellectual, Digital and sustainability as far as customer satisfaction and advocacy are concerned. Customer experience has become an important subject matter over the last few years since it does not just deal with what is offered by businesses but with how customers experience, think, and respond upon their encounter with a service. Even though our own research is based on a particular group (the young generation in Pakistan), this does not differ with the original research since we also aim to know how satisfaction due to experience can affect future behaviour such as recommending the cafe or returning to the cafe. The data were gathered with the help of the well-structured questionnaire and targeted 50 participants to provide information on the issues of coffee quality, atmosphere, service, and emotional bonding. These variables have been chosen with a lot of care since they represent both tangible and intangible customer experience aspects. The results indicate that behavioural experiences and affective experiences, intellectual experiences and digital experiences have a strong impact on customer satisfaction. It means that customers do not just appreciate the product but how it is presented, how it ties to customer feelings, and how the digital aspects contribute to convenience.This set of insights can help them improve the meaning created in digital projects and develop appropriate marketing plans. With the emphasis on these factors, cafes and other similar companies can enhance customer retention, retention, and word of mouth.

References

Alessandro, M. J., Syahbandi, S., Listiana, E., Barkah, B., & Rosnani, T. (2024). The influence of cafe atmosphere, food quality and product variety on revisit intention with customer satisfaction as a mediation variable in CW Coffee West Kalimantan. Journal of Management Science (JMAS), 7(1), 257–269.

Amin, N. M. M., Hamidon, N. A., Fadzil, N. F. S. M., & Azmin, N. A. M. (2024). Factors influencing customer satisfaction in modern coffee shops in Johor. Borneo Engineering & Advanced Multidisciplinary International Journal, 3(3), 94–103.

Chi, D. T. P., Van Thu, P., Van Hoa, N., & Tuan, N. A. (2024). Customer experience management in retail business: A theoretical debate. International Journal of Advanced Multidisciplinary Research and Studies, 4(5), 854–863.

Chizari, A. (2024). Factors affecting customer satisfaction in Starbucks coffee shops: A study on potential customers in Turku, Finland.

Joly, A. (n.d.). How do self-service terminals in coffee shops impact the customer experience?

Koay, K. Y., & Low, S. K. (2025). Understanding the influence of chain coffee shops’ innovativeness on brand loyalty through brand satisfaction: A multi-analytical approach. British Food Journal. Advance online publication.

Meeprom, S., & Kokkhangplu, A. (2025). Customer experience and satisfaction in coffee consumption: An experiential marketing perspective. Cogent Business & Management, 12(1), 2450296. https://doi.org/10.1080/23311975.2024.2450296

Purwanto, A., Hermawan, H., & Sanosra, A. (2025, March). The influence of endorsers, product quality & word of mouth on customer satisfaction through brand attitude (Study on Kahyangan Coffee products in Jember Regency). In Proceedings of the International Conference on Social Science and Humanity (Vol. 2, pp. 158–173).

Rancati, G., Nguyen, T. T. T., Fowler, D., Mauri, M., & Schultz, C. D. (2024). Customer experience in coffee stores: A multidisciplinary neuromarketing approach. Journal of Consumer Behaviour, 23(1), 243–259. https://doi.org/10.1002/cb.2202

Saleh, M., & Alif, M. (2025). The effect of experiential marketing on consumer satisfaction at coffee shops 1815 Mahat Kasan Street Gatot Subroto Banjarmasin. Indonesian Journal of Islamic Jurisprudence, Economic and Legal Theory, 3(1), 811–820.

Sarita, R., Bangsawan, S., & Pandjaitan, D. R. (2024). The influence of personality traits and self-congruity on customer satisfaction and brand loyalty at El’s Coffee in Bandar Lampung. International Journal of Environmental, Sustainability, and Social Science, 5(2), 475–488.

Sa’diyah, H. (n.d.). The factors influencing purchase decisions and consumer satisfaction for coffee beverages through e-commerce in Lombok Island.

Suksarifanti, A. F., Anjani, H. D., & Nurhayati, A. (2024). Consumer satisfaction of coffee shops in Ponorogo Regency. Journal of Agribusiness Management and Development, 5(1), 46–56.

Suvattanadilok, M. (2024). Market variables influence customer behavior toward coffee business growth. Cogent Business & Management, 11(1), 2329242. https://doi.org/10.1080/23311975.2024.2329242

Tarigan, A. P. B., & Bernarto, I. (2024). The effect of brand image, brand trust and customer satisfaction on repurchase intention (Case study: Starbucks Coffee Jakarta). Jurnal Ilmiah Edunomika, 8(1).

Yuliana, A. (2024). The influence of digital marketing, physical evidence, and price on customer satisfaction in the coffee shop industry. Journal of Economic Education and Entrepreneurship Studies, 5(3), 435–442.

Downloads

Published

2025-06-15

How to Cite

Khan, K., Riaz, A., & Fatima, Z. (2025). Customer Experience and Satisfaction in Coffee Consumption: An Analytical Study of Customer Behaviour in Coffee Shops. VFAST Transactions on Education and Social Sciences, 13(2), 14–29. https://doi.org/10.21015/vtess.v13i2.2208

Issue

Vol. 13 No. 2 (2025): April-June

Section

Articles

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-By) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

                                      

This work is licensed under a Creative Commons Attribution  License CC BY