BUILDING CAFÉ CUSTOMER LOYALTY : SYNERGISTIC ANALYSIS OF SERVICE QUALITY, PRICE FAIRNESS AND WORD OF MOUTH
Keywords:
Café Industry, Customer Attitudes, Price Fairness, Store Atmosphere, Word of Mouth
Abstract
The purpose of this study is to examine how word-of-mouth (WOM) in Indonesia's café business is impacted by consumer attitudes, shop environment, pricing fairness, service quality, and product quality. The primary theoretical framework used in the research is the Theory of Planned Behavior (TPB), which focuses on the ways in which these factors impact consumer attitudes and word-of-mouth (WOM). Purposive sampling was used in the survey process, and 260 respondents were chosen depending on whether they had visited or made purchases from Lawson Café, McCafé, or Starbucks in the three months before. An online survey was used to gather data, and AMOS 26 software's Structural Equation Modeling (SEM) was used for analysis. The findings show that although service and product quality have no discernible effects on consumer preferences, pricing fairness and shop environment do. Favorable consumer perceptions of cafés greatly influence favorable word-of-mouth. The research also shows that fair prices and shop ambiance are important factors in influencing consumers' emotional experiences and influencing their propensity to refer friends to cafés. This study offers useful recommendations for café owners looking to improve customer experiences via marketing tactics that emphasize reasonable prices and a welcoming environment.
References
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Dinh, T. D., & Mai, K. N. (2015). Guerrilla marketing’s effects on Gen Y’s word-of-mouth intention – a mediation of credibility. Asia Pacific Journal of Marketing and Logistics, 28(1), 4–22. https://doi.org/10.1108/APJML-06-2015-0102
Edyansyah, T., Ilham, R. N., Ahyar, J., Chalirafi, C., & Sullaida, S. (2022). The Effect Of Cafe Atmosphere, Product Quality And Service Quality On Consumer Satisfaction At Premium Coffee Stations In Lhokseumawe City For The 2020-2021 Period. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(2), 1993–2003. https://journal.stiemb.ac.id/index.php/mea/article/view/2539
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Garg, P., & Joshi, R. (2018). Purchase intention of “Halal” brands in India: the mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683–694. https://doi.org/10.1108/JIMA-11-2017-0125
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Hasan, A. A.-T. (2022). Perceived value and behavioral intentions toward dining at Chinese restaurants in Bangladesh: the role of self-direction value and price fairness. South Asian Journal of Marketing, 3(2), 116–134. https://doi.org/10.1108/sajm-12-2021-0140
Hidayat, W., & Hasbi. (2022). Coffee Shop as Symbol Lifestyle of the Urban Community ( Case Study on Customers of Coffee Shop in Makassar City ). Legal Brief, 11(2), 575–582. https://legal.isha.or.id/index.php/legal/article/view/177/143
Hossain, M. A., Nirufer Yesmin, M., Jahan, N., & Kim, M. (2021). Effects of service justice, quality, social influence and corporate image on service satisfaction and customer loyalty: Moderating effect of bank ownership. Sustainability (Switzerland), 13(13), 1–13. https://doi.org/10.3390/su13137404
Ing, P. G., Zheng Lin, N., Xu, M., & Thurasamy, R. (2020). Customer loyalty in Sabah full service restaurant. Asia Pacific Journal of Marketing and Logistics, 32(7), 1407–1429. https://doi.org/10.1108/APJML-07-2019-0437
Kim, J. K., Overton, H., Alharbi, K., Carter, J., & Bhalla, N. (2023). Examining the determinants of consumer support for corporate social advocacy. Corporate Communications: An International Journal, 28(3), 451–468. https://doi.org/10.1108/CCIJ-04-2022-0043
Koay, K. Y., & Cheah, C. W. (2023). Understanding consumers’ intention to revisit bubble tea stores: an application of the theory of planned behaviour. British Food Journal, 125(3), 994–1007. https://doi.org/10.1108/BFJ-01-2022-0025
Konuk, A. (2022). Trust transfer, price fairness and brand loyalty: the moderating influence of private label product type. International Journal of Retail & Distribution Management, 50(5), 658–674. https://doi.org/10.1108/IJRDM-03-2021-0138
Kotler, P., & Armstrong, G. (2016). Principles of marketing. Pearson Education.
Lee, S. M., & Kim, H. K. (2022). A Study on the Effect of Service Quality and Menu Quality on Repurchase through Relationship Quality: Focusing on Korean Coffee. Journal of Logistics, Informatics and Service Science, 9(2), 82–99. https://doi.org/10.33168/LISS.2022.0205
Lin, Y., Zhang, S., & Shi, Y. (2021). The impact of operational stickiness on product quality: product diversification moderation. Journal of Manufacturing Technology Management, 32(2), 423–447. https://doi.org/10.1108/JMTM-09-2020-0360
Lovelock, C., Wirtz, J., & Mus, J. (2016). Pemasaran Jasa: Manusia, Teknologi. Erlangga.
M. Sayuti, K., & Amin, H. (2020). Integrating the effects of price fairness and Islamic altruism with the TPB model. International Journal of Housing Markets and Analysis, 13(5), 791–807. https://doi.org/10.1108/IJHMA-07-2019-0077
Marcinkowski, T., & Reid, A. (2019). Reviews of research on the attitude–behavior relationship and their implications for future environmental education research. Environmental Education Research, 25(4), 459–471. https://doi.org/10.1080/13504622.2019.1634237
Mazzarol, T., Soutar, G., & Mamouni Limnios, E. (2019). Member loyalty and WOM in co-operative and mutual enterprises. Journal of Services Marketing, 33(3), 303–315. https://doi.org/10.1108/JSM-07-2018-0195
Musfialdy, M., & Lusrivirga, R. (2021). The Construction of the Meaning of Cafe for Millennials (Phenomenology in the Construction of the Meaning of Hanging Out for Millennials-Café User around Campus). Indonesian Journal of Economics, Social, and Humanities, 3(1), 13–20. https://doi.org/10.31258/ijesh.3.1.13-20
Park, A., An, H. S., Song, J. M., & Chung, C. (2022). Please do not disturb: the effect of Zero-Contact Marketing on Korean consumers’ decision-making process. Asia Pacific Journal of Marketing and Logistics, 34(3), 488–505. https://doi.org/10.1108/APJML-09-2020-0641
Pratiwi, V. A., Sulaiman, E., Budiastuti, E., & Ajie, A. (2022). Store amosphere and service quality on cafe consumer satisfaction. Journal of Management, 12(4), 2721–7787. https://enrichment.iocspublisher.org/index.php/enrichment/article/view/740/581
Putri, T. R., Musa, M. I., Ilham, M., & Haeruddin, W. (2023). Analysis Of Cafe Management Strategies On Customer Interest (Case Study Of Cafe Panama). Journal Management & Economics Review, 1(6), 249–258. https://malaqbipublisher.com/index.php/JUMPER/article/view/124
Rahman, M. K., Rana, M. S., Ismail, M. N., Muhammad, M. Z., Hoque, M. N., & Jalil, M. A. (2022). Does the perception of halal tourism destination matter for non-Muslim tourists’ WOM? The moderating role of religious faith. International Journal of Tourism Cities, 8(2), 478–496. https://doi.org/10.1108/IJTC-12-2019-0207
Sabilla, D. S., & Kurniawati. (2023). Pengaruh Service Quality, Store Astmosfer, Price Fairness, Customer Satisfaction, Dan Customer Loyalty Pada Industri Coffee Shop Di Kalangan Anak Muda Dki Jakarta. Jurnal Ekonomi Trisakti, 3(1), 889–902. https://doi.org/10.25105/jet.v3i1.15816
Samsa, C. (2023). The Mediating Role of Firm Prestige in the Relationship between Perceived Quality and Behaviour Intention in Customer Cafeteria Experiences. Marketing and Management of Innovations, 14(2), 87–100. https://doi.org/10.21272/mmi.2023.2-09
Sharma, I., Jain, K., & Gupta, R. (2022). The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM. Journal of Asia Business Studies, 16(4), 652–675. https://doi.org/10.1108/JABS-10-2020-0423
Silva, B. C. da, Marcelo, Matte, J., Bebber, S., Dalla Santa de Carvalho, M., de Atayde Moschen, S., & Fachinelli, A. C. (2021). Student satisfaction from the influence of the built environment, price fairness and teaching care: a study at a community-supported university. Facilities, 39(11), 703–721. https://doi.org/10.1108/F-09-2020-0112
Suárez, M. G., & Veloso, M. (2020). Brand experience and brand attachment as drivers of WOM in hospitality. Spanish Journal of Marketing - ESIC, 24(2), 231–246. https://doi.org/10.1108/SJME-12-2019-0106
Uslu, A., & Eren, R. (2020). Critical review of service quality scales with a focus on customer satisfaction and loyalty in restaurants. Deturope, 12(1), 64–84. https://doi.org/10.32725/det.2020.004
Widyaningsih, A., Kusumawardhani, P., & Zerlina, D. (2022). Coffee Culture and Urban Settings: Locating Third Place in the Digital Era. The Cases of About Life Coffee Brewers in Tokyo and Kopi Tuku in Jakarta. Proceedings of the ARTEPOLIS 8 - the 8th Biannual International Conference (ARTEPOLIS 2020), 602(Artepolis 2020), 119–130. https://doi.org/10.2991/assehr.k.211126.014
worldometer. (2023). Indonesia Population. Www.Worldometers.Info. https://www.worldometers.info/world-population/indonesia-population/?utm_source=chatgpt.com
Wu, D., Gu, H., Gu, S., & You, H. (2021). Individual motivation and social influence: a study of telemedicine adoption in China based on social cognitive theory. Health Policy and Technology, 10(3), 1–10. https://doi.org/10.1016/j.hlpt.2021.100525
Yu, S. X., Zhou, G., & Huang, J. (2022). Buy domestic or foreign brands? The moderating roles of decision focus and product quality. Asia Pacific Journal of Marketing and Logistics, 34(4), 843–861. https://doi.org/10.1108/APJML-04-2020-0210
Zahira, N. A., & Kurniawati, K. (2022). Predict Repurchase Intention Via E-satisfaction as a Mediator Against Consumer Attitudes in Use Face Recognition Payment. Journal of Digital Marketing and Halal Industry, 4(1), 17–34. https://doi.org/10.21580/jdmhi.2022.4.1.12383
Zhong, Y., & Moon, H. (2020). What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and the Moderating Role of Gender. Food, 9(4), 1–19. https://www.mdpi.com/2304-8158/9/4/460
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Cantallops, A. S., Ramón Cardona, J., & Salvi, F. (2020). Antecedents of positive eWOM in hotels. Exploring the relative role of satisfaction, quality and positive emotional experiences. International Journal of Contemporary Hospitality Management, 32(11), 3457–3477. https://doi.org/10.1108/IJCHM-02-2020-0113
Cuandra, F. (2020). Analysis of Investment Interests of Millenial Generation in Batam City With Planned Behavior. Jurnal Ilmiah MEA (Manajemen, Ekonomi Dan Akuntansi), 4(3), 1784–1809. https://journal.stiemb.ac.id/index.php/mea/article/view/671/324
Dhisasmito, P. P., & Kumar, S. (2020). Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia). British Food Journal, 122(7), 2253–2271. https://doi.org/10.1108/BFJ-10-2019-0763
Dinh, T. D., & Mai, K. N. (2015). Guerrilla marketing’s effects on Gen Y’s word-of-mouth intention – a mediation of credibility. Asia Pacific Journal of Marketing and Logistics, 28(1), 4–22. https://doi.org/10.1108/APJML-06-2015-0102
Edyansyah, T., Ilham, R. N., Ahyar, J., Chalirafi, C., & Sullaida, S. (2022). The Effect Of Cafe Atmosphere, Product Quality And Service Quality On Consumer Satisfaction At Premium Coffee Stations In Lhokseumawe City For The 2020-2021 Period. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(2), 1993–2003. https://journal.stiemb.ac.id/index.php/mea/article/view/2539
Febiunca, A. R., & Yulianti, P. (2024). Whistleblowing Intention : Sebuah Tinjauan Literatur Sistematis. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 2398–2419. https://doi.org/10.31955/mea.v8i1.3970
Garg, P., & Joshi, R. (2018). Purchase intention of “Halal” brands in India: the mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683–694. https://doi.org/10.1108/JIMA-11-2017-0125
Ge, Y., Yuan, Q., Wang, Y., & Park, K. (2021). The structural relationship among perceived service quality, perceived value, and customer satisfaction-focused on starbucks reserve coffee shops in Shanghai, China. Sustainability (Switzerland), 13(15), 1–19. https://doi.org/10.3390/su13158633
Gede, I. G. K., Marhaeni, K. E., Putrana, I. W., & Sanjiwani, I. G. A. M. (2021). A Model of Community-Based Development in Digital Nomad Tourism in Intaran Village Bali. Proceedings of the International Conference on Applied Science and Technology on Social Science (ICAST-SS 2020), 544, 382–386. https://doi.org/10.2991/assehr.k.210424.073
Goswami, M., Daultani, Y., & Ramkumar, M. (2024). Leveraging product quality and price for attainment of the manufacturer’s economic objectives. International Journal of Quality & Reliability Management, 41(2), 469–488. https://doi.org/10.1108/IJQRM-11-2022-0335
Hair, J., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (Seventh Ed). Pretince Hall.
Han, H., Al-Ansi, A., Chi, X., Baek, H., & Lee, K. S. (2020). Impact of environmental CSR, service quality, emotional attachment, and price perception on word-of-mouth for full-service airlines. Sustainability (Switzerland), 12(10), 1–17. https://doi.org/10.3390/SU12103974
Hasan, A. A.-T. (2022). Perceived value and behavioral intentions toward dining at Chinese restaurants in Bangladesh: the role of self-direction value and price fairness. South Asian Journal of Marketing, 3(2), 116–134. https://doi.org/10.1108/sajm-12-2021-0140
Hidayat, W., & Hasbi. (2022). Coffee Shop as Symbol Lifestyle of the Urban Community ( Case Study on Customers of Coffee Shop in Makassar City ). Legal Brief, 11(2), 575–582. https://legal.isha.or.id/index.php/legal/article/view/177/143
Hossain, M. A., Nirufer Yesmin, M., Jahan, N., & Kim, M. (2021). Effects of service justice, quality, social influence and corporate image on service satisfaction and customer loyalty: Moderating effect of bank ownership. Sustainability (Switzerland), 13(13), 1–13. https://doi.org/10.3390/su13137404
Ing, P. G., Zheng Lin, N., Xu, M., & Thurasamy, R. (2020). Customer loyalty in Sabah full service restaurant. Asia Pacific Journal of Marketing and Logistics, 32(7), 1407–1429. https://doi.org/10.1108/APJML-07-2019-0437
Kim, J. K., Overton, H., Alharbi, K., Carter, J., & Bhalla, N. (2023). Examining the determinants of consumer support for corporate social advocacy. Corporate Communications: An International Journal, 28(3), 451–468. https://doi.org/10.1108/CCIJ-04-2022-0043
Koay, K. Y., & Cheah, C. W. (2023). Understanding consumers’ intention to revisit bubble tea stores: an application of the theory of planned behaviour. British Food Journal, 125(3), 994–1007. https://doi.org/10.1108/BFJ-01-2022-0025
Konuk, A. (2022). Trust transfer, price fairness and brand loyalty: the moderating influence of private label product type. International Journal of Retail & Distribution Management, 50(5), 658–674. https://doi.org/10.1108/IJRDM-03-2021-0138
Kotler, P., & Armstrong, G. (2016). Principles of marketing. Pearson Education.
Lee, S. M., & Kim, H. K. (2022). A Study on the Effect of Service Quality and Menu Quality on Repurchase through Relationship Quality: Focusing on Korean Coffee. Journal of Logistics, Informatics and Service Science, 9(2), 82–99. https://doi.org/10.33168/LISS.2022.0205
Lin, Y., Zhang, S., & Shi, Y. (2021). The impact of operational stickiness on product quality: product diversification moderation. Journal of Manufacturing Technology Management, 32(2), 423–447. https://doi.org/10.1108/JMTM-09-2020-0360
Lovelock, C., Wirtz, J., & Mus, J. (2016). Pemasaran Jasa: Manusia, Teknologi. Erlangga.
M. Sayuti, K., & Amin, H. (2020). Integrating the effects of price fairness and Islamic altruism with the TPB model. International Journal of Housing Markets and Analysis, 13(5), 791–807. https://doi.org/10.1108/IJHMA-07-2019-0077
Marcinkowski, T., & Reid, A. (2019). Reviews of research on the attitude–behavior relationship and their implications for future environmental education research. Environmental Education Research, 25(4), 459–471. https://doi.org/10.1080/13504622.2019.1634237
Mazzarol, T., Soutar, G., & Mamouni Limnios, E. (2019). Member loyalty and WOM in co-operative and mutual enterprises. Journal of Services Marketing, 33(3), 303–315. https://doi.org/10.1108/JSM-07-2018-0195
Musfialdy, M., & Lusrivirga, R. (2021). The Construction of the Meaning of Cafe for Millennials (Phenomenology in the Construction of the Meaning of Hanging Out for Millennials-Café User around Campus). Indonesian Journal of Economics, Social, and Humanities, 3(1), 13–20. https://doi.org/10.31258/ijesh.3.1.13-20
Park, A., An, H. S., Song, J. M., & Chung, C. (2022). Please do not disturb: the effect of Zero-Contact Marketing on Korean consumers’ decision-making process. Asia Pacific Journal of Marketing and Logistics, 34(3), 488–505. https://doi.org/10.1108/APJML-09-2020-0641
Pratiwi, V. A., Sulaiman, E., Budiastuti, E., & Ajie, A. (2022). Store amosphere and service quality on cafe consumer satisfaction. Journal of Management, 12(4), 2721–7787. https://enrichment.iocspublisher.org/index.php/enrichment/article/view/740/581
Putri, T. R., Musa, M. I., Ilham, M., & Haeruddin, W. (2023). Analysis Of Cafe Management Strategies On Customer Interest (Case Study Of Cafe Panama). Journal Management & Economics Review, 1(6), 249–258. https://malaqbipublisher.com/index.php/JUMPER/article/view/124
Rahman, M. K., Rana, M. S., Ismail, M. N., Muhammad, M. Z., Hoque, M. N., & Jalil, M. A. (2022). Does the perception of halal tourism destination matter for non-Muslim tourists’ WOM? The moderating role of religious faith. International Journal of Tourism Cities, 8(2), 478–496. https://doi.org/10.1108/IJTC-12-2019-0207
Sabilla, D. S., & Kurniawati. (2023). Pengaruh Service Quality, Store Astmosfer, Price Fairness, Customer Satisfaction, Dan Customer Loyalty Pada Industri Coffee Shop Di Kalangan Anak Muda Dki Jakarta. Jurnal Ekonomi Trisakti, 3(1), 889–902. https://doi.org/10.25105/jet.v3i1.15816
Samsa, C. (2023). The Mediating Role of Firm Prestige in the Relationship between Perceived Quality and Behaviour Intention in Customer Cafeteria Experiences. Marketing and Management of Innovations, 14(2), 87–100. https://doi.org/10.21272/mmi.2023.2-09
Sharma, I., Jain, K., & Gupta, R. (2022). The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM. Journal of Asia Business Studies, 16(4), 652–675. https://doi.org/10.1108/JABS-10-2020-0423
Silva, B. C. da, Marcelo, Matte, J., Bebber, S., Dalla Santa de Carvalho, M., de Atayde Moschen, S., & Fachinelli, A. C. (2021). Student satisfaction from the influence of the built environment, price fairness and teaching care: a study at a community-supported university. Facilities, 39(11), 703–721. https://doi.org/10.1108/F-09-2020-0112
Suárez, M. G., & Veloso, M. (2020). Brand experience and brand attachment as drivers of WOM in hospitality. Spanish Journal of Marketing - ESIC, 24(2), 231–246. https://doi.org/10.1108/SJME-12-2019-0106
Uslu, A., & Eren, R. (2020). Critical review of service quality scales with a focus on customer satisfaction and loyalty in restaurants. Deturope, 12(1), 64–84. https://doi.org/10.32725/det.2020.004
Widyaningsih, A., Kusumawardhani, P., & Zerlina, D. (2022). Coffee Culture and Urban Settings: Locating Third Place in the Digital Era. The Cases of About Life Coffee Brewers in Tokyo and Kopi Tuku in Jakarta. Proceedings of the ARTEPOLIS 8 - the 8th Biannual International Conference (ARTEPOLIS 2020), 602(Artepolis 2020), 119–130. https://doi.org/10.2991/assehr.k.211126.014
worldometer. (2023). Indonesia Population. Www.Worldometers.Info. https://www.worldometers.info/world-population/indonesia-population/?utm_source=chatgpt.com
Wu, D., Gu, H., Gu, S., & You, H. (2021). Individual motivation and social influence: a study of telemedicine adoption in China based on social cognitive theory. Health Policy and Technology, 10(3), 1–10. https://doi.org/10.1016/j.hlpt.2021.100525
Yu, S. X., Zhou, G., & Huang, J. (2022). Buy domestic or foreign brands? The moderating roles of decision focus and product quality. Asia Pacific Journal of Marketing and Logistics, 34(4), 843–861. https://doi.org/10.1108/APJML-04-2020-0210
Zahira, N. A., & Kurniawati, K. (2022). Predict Repurchase Intention Via E-satisfaction as a Mediator Against Consumer Attitudes in Use Face Recognition Payment. Journal of Digital Marketing and Halal Industry, 4(1), 17–34. https://doi.org/10.21580/jdmhi.2022.4.1.12383
Zhong, Y., & Moon, H. (2020). What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and the Moderating Role of Gender. Food, 9(4), 1–19. https://www.mdpi.com/2304-8158/9/4/460
Published
2025-01-24
How to Cite
Negoro, W., Kurniawati, K., & Masnita, Y. (2025). BUILDING CAFÉ CUSTOMER LOYALTY : SYNERGISTIC ANALYSIS OF SERVICE QUALITY, PRICE FAIRNESS AND WORD OF MOUTH. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 442-460. https://doi.org/10.31955/mea.v9i1.4922
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Articles
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