Factors Influencing Café Visitation: A Case Study of Cheeky Llama Café.
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Authors
Lertpongwipusana, Sakcharoen
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Degree
Master of Applied Management
Grantor
Southern Institute of Technology
Date
2024
Supervisors
Acharya, Sanjeev
Type
Masters Dissertation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
Customer Satisfaction
Loyalty
Cafe Ambience
Food Quality
Service Quality
Loyalty
Cafe Ambience
Food Quality
Service Quality
ANZSRC Field of Research Code (2020)
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Abstract
This research investigates the factors influencing customer satisfaction and loyalty at
Cheeky Llama Café by focusing on the impact of ambience, food quality, and service
quality. The study used a customer questionnaire and a content analysis of the café's
menu to contribute a mixed-methods approach. Responses from 136 participants were
analysed using reliability tests, MANOVA, and correlation analysis. The content
analysis provided an understanding of the café’s menu offerings and how they align
with customer preferences. The findings showed that background music and theme
decors are significant in contributing to customer satisfaction in the ambience attributes.
Taste and presentation are important aspects of food quality factors in encouraging
customer loyalty. While staff friendliness and attentiveness are important aspects of
service quality, they were also found to be critical factors influencing customer
perceptions. Thus, a cafe should have a holistic approach, such as a welcoming
ambience, high-quality food, and excellent service, which is necessary to maintain
customer satisfaction and encourage repeat visits. External factors such as pricing,
seasonality, and digital engagement could be explored in future research for the
influence on café customer behaviour and satisfaction.
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CC BY-NC Attribution-NonCommercial 4.0 International