Lee Choong Enn (John)

0807LA86387
Sim Poh Leng
0804LA86540
Amanda Lee Wei Lyn
0804LA86601
Luo Yan (Kevin)
0804LA85787

BD 30/31 HR 3
MKT L 123 Marketing Study Project
Dr. Catheryn Khoo
 Table of Content
Particulars Pages

Abstracts 1

Acknowledgement 2

1.0 Introduction 3

2.0 Literature Review 4

2.1 Food Quality
2.2 Physical Environment
2.3 Service Quality 5
2.4 Consumer behavior & Loyalty
2.5 Buying Power& Decision Making 7
2.6 Price Perception 8
2.7 Hypotheses Generation 9
2.7.1 Food Quality 10
2.7.2 Service Quality
2.7.3 Physical Environment
2.7.4 Relationship between Price Perceived and 11
Switching Brand

3.0 Conceptual Framework 13

4.0 Methodology 14
4.1 Pilot Test & Focus Group
4.2 Questionnaire
4.3 Data Collection 15

5.0 Analysis of the findings 16

5.1 Respondents
5.2 Reliability Testing 17
5.3 Hypotheses Testing 20

6.0 Limitation & Future Research 25

7.0 Conclusion 25

8.0 References 26

9.0 Appendices 30
Sippsss……THE IMPACT OF THE THREE
DIMENSIONS OF QUALITIES ON YOUNG
CONSUMER’S SATISFACTION

Lee Choong Enn (John)

Sim Poh Leng

Amanda Lee Wei Lyn

Luo Yan (Kevin)

Abstract

The purpose of this study is to examine the relationship of food and beverage quality,
service quality and physical environment quality of coffee house towards satisfaction
of young consumers. Empirical data were gathered from 200 young diners at several
properties of chain coffee house (Starbucks, The coffee bean and tea leaf) via survey
questionnaires to access overall fit of the proposed model and test hypotheses. Despite
the importance of foodservice quality, academics and managers know relatively little
about how the combined effects of quality (food, service, and physical environment)
as well as price perception elicit customer satisfaction which, in turn, affects
behavioral intention. As a result, the uniqueness of this study is in its focus on the
significantly of physical environment related with the customer satisfaction. The
findings may provide restaurateurs with a guideline for enhancing customer
satisfaction and behavioral intention level towards young adults

1
 Acknowledgements
On the completion of our research, we would like to express our deepest gratitude to
all, whose kindness and advice have made in this work possible.

First and foremost, our group would like to show our deepest thanks to our lecturer,
Dr. Catheryn, a respectable, responsible and resourceful scholar who has provided us
with valuable step by step guidance in every stage of the writing of this thesis.
Without her instruction, kindness and patience, we could not have completed our
research in time and that successfully. Her keen and vigorous academic observation
enlightens us not only in this research but also in our future study.

Besides, we would like to thanks Mr.Erdo for all his kindness and constructive
suggestions, and also for sending his article journal for us to have better
understanding in the questionnaire. Also, we would also like to thank all our lecturers
who have helped us to develop the fundamental and essential academic competence.
Our sincere appreciation also goes to the respondents of Sunway Pyramid and Subang,
who participated in this study.

Last but not least, we would like to thank all our course mates and classmates who
also participate in our questionnaire and teaching us how to use SPSS software. We
appreciate those who have offered a quiet situation to compose this research and for
their encouragement and support.

2
 1.0 Introduction
In this few years, coffee house for examples, Starbucks, The Coffee Bean and Tea
Leaf, San Francisco Coffee (Amy & Ada 2008) is continuously popping out in
Malaysia and it attracts most of the young consumer (age between 18 to 25) in
patronizing, as it becomes highly competitive in restaurant industry, due to this, coffee
house is seeking for higher value of quality for example, food, service, marketing
oriented, physical environment to satisfy customer and compete with other
competitors. „Customer satisfaction is fundamental to the marketing concept as the
notion of satisfying the needs and desires of consumers‟ (Lee et al 2009). Influence of
the food quality (Namkung & Jang 2007, Ryu& Han 2009), environment (Ryu& Jang
2007, Ryu& Han 2009), and service quality have tremendous effect in satisfactions,
emotion and behavioral of customer, and they are more likely to make decision to
patronage a restaurant based on many different attributes (such as, location, food
quality, service, previous experience and brand name) (Sulek& Rhonda 2004, M.
Heide& K.Gronhaog 2006, Lee et al., 2009).

It has been found that, customers more likely to use price in evaluating their expenses
in a product, service and in shaping their attitudes towards a provider (Bolton&
Lemon, 1999; Varki& Colgate, 2001).It is possible for consumer to display the
intention to purchase or repurchase if they perceive that the price of a service or
product is reasonable. In the same point, Anderson, Fornell& Lehmann (1994) think
that price is an important factor of consumer satisfaction, because whenever
consumers evaluate the value of an acquired service, they always think of the price.
Customers who are brand loyal are known to be less price sensitive (Jensen&
Drozdenko 2008; Murthy& Raji 1991). However, for young consumers, they have a
limited spending power (Ozgen& Boyoglu, 2005), but they tend to consume premium
coffee in a specialty coffee house.

Nonetheless, no study has explored why youngster would like to spend money on
meal and coffee in coffee house even they only have a limited spending power and it
is remain unexplored within the background of coffee house industry. Moreover,
young consumer‟s behavior toward the coffee industry and the reason of
re-patronizing the coffee house, for examples, Starbucks, The Coffee Beans & Tea
Leaf or San Francisco Coffee. To fill this research gap, the current study focus on the
reasons of young consumers spends money on meals and coffees in coffee house and
their needs and wants. More specifically, the objective of current study will (a) to
explore the combined influence of the perceived quality of food, service and physical
environment on young consumer‟s satisfaction towards coffee house, (b) to provide
the industry information on needs of young consumers as customer.

This report is structured as follows Chapter 2 will begin with a literature review,
Chapter 3 will discuss about the methodology with pilot test, questionnaire and data
collection. Chapter 4 will show the analysis of the findings, and Chapter 5 and 6 will
be the limitation and conclusion for this research.

3
 2.0 Literature Review
Quality is viewed as attribute performance of product and service (Namkung & Jang
2007). In the fast growing of quick casual dining sector, for examples, Starbuck, The
Coffee Bean & Tea Leaf, McDonald, the customer are seeking for a high value of
quality of food and beverage, physical environment and quality of service which will
directly affects postpurchase phenomena, for instances, attitude change, repeat
purchase and brand loyalty. (Namkung& Jang 2007, Ryu& Han 2009) In the
following sections, it will review the critical points in this research area, for examples,
food quality, physical environment, service quality, consumer behavior, buying power
as well as price perception.

2.1 Food Quality

Food Quality is an essential element of the overall restaurant experience. According to
Namkung& Jang (2007), food quality had many attribute which are presentation,
variety, healthy option, taste, freshness and temperature. By using the Structural
Model and Hypotheses Testing, they found that importance of food quality in
restaurant has a related impact on customer satisfaction and behavioral intention.
However, the healthy options of food were not a significant impact on satisfaction but
behavioral intentions.

Besides the attributes of food quality for examples, presentation, variety, freshness,
physical environment is also playing a main role in attracting customer in dining in
the restaurants.

2.2 Physical Environment

„If the only thing to purchase at a restaurant were food, it would be called a grocery
store‟ (Peck 2008). Food quality is a must in restaurant, but physical environment also
have a tremendous effect on customer satisfaction which reflects the quality, for
examples, attractive décor/design, music, lighting, color. Investing in the operation of
physical environment (for examples, interior design/ décor, comfortable seat, high
quality of furniture, pleasant music/ lighting/color and appearance of employee) will
directly increase sales and purchase intention dramatically (Ryu & Jang 2007, Ryu &
Han 2009).

Furthermore, environment will affect the emotion of customer, for examples, the
background music (e.g. Jazz, Classic) will help them feel pleased and relaxed.
Disarrangement of seats may annoy the customer, seat that are too close to each other
can cause customer to feel crowded., customer are more likely to stay in a restaurant
which provide in a comfortable seat (Joanne & Rhonda 2004).

According to M. Heide& K.Gronhaug (2006), there are three essential factor; (1)
ambient factors, (2) social factors, (3) design factors. Ambient factors are background
conditions in the environment, such as temperature, scent, noise, music and lighting.
Social Factor represents the „people‟ component which might affect customer‟s

4
perception of atmosphere. Design Factor consists of the architecture, style and layout.

Nowadays, customers are more focusing in finding a „third place‟ between work and
home, where providing a warm, comfort, clean and inviting environment for customer
to escape the chaos of their daily life. The fast growing of coffee house in Malaysia
has using the physical environment marketing strategy as a guideline in boost the
repeat patronage of customer, for example, some people dine in to Starbuck for the
bonhomie, others for the soothing music, as well as wi-fi access.

As a conclusion, to provide a comfortable and relax place, customer will more likely
to return to the coffee house. Except food quality and physical environment is the
tangible product, intangible product for example, service quality will also be
evaluated by customers.

2.3 Service Quality

Besides of tangible product, service as an intangible product is playing a main role in
restaurant. Unlike tangible product, service is difficult to evaluate prior to purchase
and consumption. The research of Sachin, et al., (2007) showed that service quality
related to employee greeting, friendliness, appearance have the higher satisfaction
than food quality. Customers are more likely to return to the restaurant because of
service of the staff. A cheerful greeting will give a relax environment for the customer.
Not only will the lighthearted restaurant atmosphere affect the customer in emotion, it
will also improve staff energy and performance dramatically. Peck (2008) believes
that happy people are more productive. Thus, in performing a good quality service
will be easier in the restaurant.

With all the satisfaction from food quality, physical environment and service quality,
customers tend to return to the business again, and it also creates a loyalty towards the
coffee house.

2.4 Consumer Behavior & Loyalty

In the marketing world, customer loyalty is an important factor in ensuring repeat
business from customers. While the behavioral dimensions consider consistent repeat
patronage or repeat purchase frequency, the attitudinal dimension considers
psychological commitment toward the store or brand (Bolton & lemon, 1999;Vakri &
Coglate, 2001). Based on the studies conducted on the research, there are a number of
factors that influence customers‟ loyalty as well as consumers‟ behavior.

According to (Babin & Darde, 1996; Dawson at al., 1990; Desai & Mahajan, 1998;
Oliver, 1993), emotions have been considered an antecedent to customer satisfaction.
Besides, Biel (1993) also stated that brand personality evokes emotions in consumers,
which in turn leads to behaviors. Young consumers tend to seek for a brand
personality to represent their self-image. Aaker(1997), on the other hand, developed a
brand personality scale (BPS) to explore the 37 meanings of commercial brand by

5
examining how brand personality attributes are structured in the minds of individuals
in US. A total of 42 BPS personalities were identified on five dimensions which are
sincerity, excitement, competence, ruggedness, and sophistication. For instance,
Starbucks was rated high on both sincerity and competence.

From the mid-twentieth century, the concept of value is mainly focused on how to
manufacture products with high quality (Croshy, 1979; Feigenbaum, 1951; Juran et al,
1974). Also, how to meet customers‟ expectation and to measure customers‟
satisfaction turns to be the focus of value creation (Gorst et al., 1998; Kristensen et al.,
1992; Parasuraman et al., 1988). Successful businesses create repeat and loyal
customers by providing unforgettable experiences. However, Pine and Gilmore (1999,
2000) argued that to meet customers‟ needs and expectations is not enough to create
value in the next generation. According to Pine and Gilmore‟s framework, value
added usually comes from product, service and experience. The former adds less and
the latter adds more. Experience can offer higher value because it is personal and
memorable.

There are 3 elements which will influences experience, which are environment,
atmosphere and layout. On the other point of view, those youngsters‟ unprecedented
spending power shows that they are handling more cash than any generation before
them. However, if the customer is not sure of the purchase of a brand, the probability
of peer influence impacting the decision whether to continue the brand or to change it
would increase (Eeltham, 1998). The greater the peers influence on the brand choice,
the lower the depth of brand relationship.

It shows that lower income and lower frequent customers value the product quality
more than service and experience; while higher income and higher frequent customers
value the contextual experience and service more. (Yu, et al., 2009). However, in the
study, it did not state what kinds of experiences is it, which can contribute to the value
perceptions. Pine & Gilmore then provided a classification to explain the evolution of
economic offerings. On this stage, customers pay more attention to experience rather
than product; while companies are selling more into experience and memories. For
instance, “one pound of coffee beans is worth only one dollar at a plantation, but a
cup of coffee costs more at Starbucks”. (Pine& Gilmore, 1998). Yet, the importance of
different needs can change over time. When incomes are low, there are possibilities
customers will demand more than product quality. (Wakefield & Bladggett, 1999)
further added that one main reason customers pursue hedonic consumption is to have
special emotional experience such as pleasure & excitement. Besides, Rusell and Pratt
(1980) indicated that degree of pleasure and arousal in a hedonic service may
determine their satisfaction and subsequent behaviors. However, (Hall, Babubaka &
Oppenheim, 2001) have found that women (age 18-30) has considerable spending
power. They seek for healthier eating alternative and product that are low in fat,
carbohydrate and calories due to media influence.

6
Experiential marketing is further separated into five concepts: sense, feel, think, act
and relate marketing (Schmitt, 1999). The main point of experiential marketing is
extracting the essence of products and then applying it to intangible and physical
experience that can increase the value of product or service and help customers in
making their purchasing decisions (Williams, 2006). Blattberg (1998) pointed out that
customers are the most critical asset for long term business, so businesses should
focus on maintaining their relationship with customers. To maintain, creating special
and innovative customer value is necessary. (Kotler& Armstrong, 2000). However,
these data were only collected from four Starbucks in Taipei, Taiwan.

On the other hand, Heathnew (July 21st, 2010), from Health News organization argued
that location must be convenient for people to be able to purchase it quickly,
especially on the way to or from work. Besides, he added that customers are willing to
pay extra for great tasting cup of coffee. Also, let the customers feel that they are
important and appreciated. It is said that friendly staff hold back loyal customers.
Therefore, we should show we are listening to customers‟ needs by offering value
right off the bat. (Ann Marsh, 2009). Also, Klye Magi (May 19th, 2010) supported it
by saying “Coffee should be an experience and a place to enjoy time with friends and
family.”

Many researchers have provided empirical evidence of a positive relationship between

customer satisfaction and loyalty (Cronin & Taylors, 1992; Fornell et al, 1996). (John
Peter, editor of TQM magazine, 1997) found a support from (William Shakespeare,
Othello 3:3) that a brand is built not just only for girls and boys, but it is an asset
which defines who and what we are in the markets where technological differentiation
can be aped and exceeded in a few days or weeks, which means when a brand is
steady, the state could go for three or five years without winning anything and would
still sustain the business. (Jensen & Drozdenko, 2008; Krishnamurthy & Raj, 1991;
East et al, 1995) says that those who are brand loyal are known to be less price
sensitive. (Fournier, 1998) then also added that consumer brands are to describe their
self-concept as well communicate their identity.

In short, consumers‟ personality towards a brand can be seen through their behavior,
whether they are brand loyalty due to self-image, experience, and etc. However, if the
consumer does not have a stable brand loyalty, the possibility of peers influence will
direct them to switch brand is high although they have the buying power.

2.5 Buying Power and Decision-Making

The restaurant industry is different between the others industries, whether or vested
interests from the perspective of long-term strategy to study people's purchasing
power for consumption are an essential link. And with economic growth, more and
more people increase their spending power and the capacity of purchase, so they tend
to dine in to a coffee house to enjoy their lunch or tea-time, especially business
worker and youngster.

7
Rapid growth of retail sales of catering industry as an important factor driving growth
in consumption is a major highlight of the consumer goods market. With the
improvement of people's living standards, accelerated pace of life and lifestyle
innovation, catering revenue climbing higher and higher, sustained growth (B.Holt
1995). The developments of food industry directly increase the development of
economic and social. Moreover, it also improves consumer‟s capacity in purchasing a
product. (Park 1982)

The coffee house became a meeting place for young people. The economic and social
recovery from the war meant that young people were gradually getting a higher level
of disposable income. They wanted their own place away from their parents for
socializing. They could afford to congregate at coffee shops. (Lye et al., 2006)
Moreover, some studies have shown that adolescents' preference for products and
brands are influence by those of their peers. (Saunders et al., 1973; Ryan 1966; Vener
1957). From the study of Gitomer (2009) , he found the a few of the reasons in people
visiting to Starbucks: Atmosphere, Warmth, People friendly, The ability to customize
your order, Speed of delivery, Consistent quality of product, It‟s easy to buy and pay,
Technology friendly, Business friendly, Social friendly, Clean restrooms, The little
green stick, Beyond a cup of coffee

The customers‟ coffee knowledge has grown and they are aware of a good cup of
coffee and a poor one and the benefit of the coffee to the health. „Some 80 percent of
coffee drinkers say they have not changed their coffee-drinking habits, other than
brewing more at home or looking for deals on the beans. A bright spot is young adults
aged between 18 to 24; they drank an average of 3.2 cups a day, up from 2.5 cups per
day in 2005‟ (Coffee Watch 2008). Successful coffee houses thrive on diversity in all
aspects, whether it‟s in food, the entertainment or the drink (Sheffield 1990).

2.6 Price Perception

In coffee industry, the consumer is always paying for the added value that the operator
is putting in, in term of theatre, confidence, style. This is how the operator charges the
price. There are two points for charging the highest possible price: (a). Ambience (b).
Overall experience. “Taste isn‟t critical in achieving a good price” (Mckenzie, 2008).

Price is an important factor on customer satisfaction. Price decision has an impact on

consumer‟s satisfaction in service industries (Voss et al., 1998). People are satisfied
when they perceive that the price of the service or product is reasonable. (Anderson,
et al., 1994) also emphasized price as an important factor of consumer satisfaction
because whenever consumer evaluate the value of an acquired service, they usually
think of the price (Anderson and Sullivan, 1993; Athanassopoulos 2000; Cromin, et al.
2000; Fornell 1992; Zeithaml). However, youngster starts under more economic
pressure as they are now on their own and have to purchase product, like house, car,
household staples, insurance, etc. It is interesting to note that they claimed to use a

8
“best-buy” strategy in connection with all product categories (Gronhoj, 2007). But
nowadays, customers are more seeking benefit from the product and service they
purchase, especially youngster. For example, youngster are high users of the internet,
they have greater access to market information and knowledge. They are clearly
known that what kind of benefits they are seeking, such as product quality, service
quality and atmosphere quality. Customers tend to use price as a cue in evaluating
their experiences with a product or service and in shaping their attitude toward a
provider (Bolton and Lemon, 1999; Varki and Colgate, 2001).

According to the news of Nation‟s Restaurant News, 2008 in United States, Starbucks
Coffee customer would be more likely to renew their patronage if the chain lowered
its prices due to the economy pressure. From the survey (Morgan Stanley & Co., 2008)
of 2500 coffee drinkers found that nearly one third of existing Starbucks customers
have cut back on their number of visits in the past three months. However, there still
have 48% of Starbucks customer said that they had no interest in switching other
cheaper brand and they are tend to be loyal, despite economic pressure. As you can
see that perceived price fairness has positive effects (through customer satisfaction)
on consumer loyalty.

Price is another important criterion in the consumers‟ decision making process for
switching brands. In general, young consumers have a low budget (Ozgen and
Boyoglu, 2005) and are more likely to switch brands under influence of price change.
The magnitude of price change is known to influence consumers‟ action (Tellis, 1988).
As the young consumers do not have strong financial backup, they tend to switch over
to be less priced brand. Demographics do have an important role play as far as price
sensitive is concerned – age, income, occupation and education how much a consumer
would switch due to price change. Therefore, they are more likely to switch brands if
price of their brands increase or decreases at similar price level.

As conclusion, price is one of the important components which have an impact on

customer satisfaction. The magnitude of price change also will influence consumer‟s
action. The findings in literature review has shown the relationship and how the food
quality, service quality, physical environment quality, price perception effect on
customer satisfaction, led to customer loyalty. The literature review is going to
provide information for this study and support our research. Next, the hypothesis will
show the relationship between food quality, service quality, physical environment
quality, price perception and customer satisfaction.

2.7 Hypotheses Generation

Based on the literature reviewed, this section now explains how the hypotheses for
this study are generated. It is therefore essential to reiterate here some of the studies
discussed in the previous sections.

9
2.7.1 Food Quality
Quality of food, service from staff, menu variety, atmosphere, cleanliness, styling,
price, interior design and décor, professional appearance of staff and store location are
important component in food and beverage industry. (Baker et al., 1994, pg3) These
components will directly influence post purchase phenomena, for example customer
satisfaction, repeat purchase, and brand loyalty. (Namkung & Jang, 2007, Ryu & Han,
2009) MacLaurin (2000) found that nine factors of theme restaurant in Singapore and
included food quality as one of the important elements. Some study findings
suggested that food quality was the most influential predicator of consumer loyalty,
for example Clark and Wood (1998), they developed dimension relevant to creating
customer loyalty in restaurant choice. There are top three reasons for customer to
repeat patronize their target restaurant in casual dining sector which are food quality,
atmosphere and service. (Mattila, 2001) Therefore, food quality as viewed one of the
important attribute in food and beverage industry and is expected to have positive
relationship on customer satisfaction and loyalty.

Hypothesis 1: Food and beverage quality of coffee house has a positive effect on
customer satisfaction.

2.7.2 Service Quality

In the quick-casual segment of restaurant industry, the attractiveness of restaurant
facilities, exceptional food and acceptable level of service quality can affect customer
satisfaction. Service quality and consumer satisfaction are inarguably the two core
concepts in marketing theory and practice (Spreng & Mackoy, 1996). Service quality
included the performance of service staff, customer perception and their expectation
of service. Garvin (1984) believed that service quality derives not from customers‟
objective evaluation but from subjective recognition of service. It is also considered
an attitude about an overall evaluation of service. For instance, when the perceived
service is beyond a customer‟s expectations, the customer is satisfied; when the
service is below expectations, the customer is dissatisfied.

Hypothesis 2: Service quality of coffee house has a positive effect on customer

satisfaction.

2.7.3 Physical Environment

The importance of physical environment to create an image and to influence customer
behavior is particularly pertinent in the restaurant industry (Hui et al., 1997; Milliman,
1986; Raajpoot, 2002; Robson, 1999; Ryu & Jang, 2007, pg4). There are several
studies have shown how the physical environment influences customer satisfaction
and predicts post purchase behaviors. (Hui et al., 1997; Knutson & Patton, 1995;
Mattila & Wirtz, 2001; Wakefield & Blodgett, 1994) For instance, Knutson and Patton
(1995) found that the importance of physical surroundings, such as décor and artifacts,
in influencing customer satisfaction and post purchase behavior. The music played in
coffee houses are always relaxing and at the appropriate volume. It becomes a

10
favorable feature to the product or service. Hui et al., (1997) stated that creating
favorable ambience such as playing music in the environment is like adding a
favorable feature to a product, and the outcome is a more positive evaluation of the
environment. On the other hands, when the ambient scent and music are congruent in
quality, it led to high evaluations of the environment, high satisfaction level, and
favorable behavioral responses. Although the food and the service should be of
acceptable quality, pleasing physical surroundings, for example lighting, décor, layout,
and employee appearance, it may determine to a large extent the degree of overall
satisfaction in the restaurant industry. Because services are mainly intangible and
often require the customer to be present during the process, the physical environment
can have an impact on perceptions of the overall quality of the service, which in turn
affects customer satisfaction in the restaurant industry (Bitner, 1990, 1992, Brady &
Cronin, 2001; Kotler, 1973; Parasuraman et al., 1988; Ryu & Jang, 2007).

Hypothesis 3: Physical environment of coffee house has a positive effect on customer

satisfaction.

2.7.4 Relationship between Price Perceived and Switching Brand

Price has been considered a significant component in explaining customer behavior in
marketing (Bolton & Lemon, 1999; Ranaweera & Neely, 2003; Vakri & Colgate,
2001). Price perceptions were evaluated as fair or fairness. Some findings indicated
that customer perceptions of price fairness or unfairness significantly affected their
overall satisfaction and behavioral intentions (Bolton & Lemon, 1999). Customer
feelings about the reasonableness of price may capture evaluated price perception
(Martins & Monroe, 1994). For instance, customer is always willing to pay when they
get the food and service in quality. According to Sirohi, et al., (1998), this affects
customer loyalty. Furthermore, price perception may be a way to enhance a firm‟s
profit level as well as customer‟s level of satisfaction, and increasing the perception
that price is reasonable is also highly associated with both customer retention and firm
success (Ranaweera & Neely, 2003, pg. 495).
The magnitude of price change is known to influence consumers‟ actions (Tellis,
1988). As young consumers do not have a strong financial backup, they will more
tend to switch over to the less priced brand. It shown the magnitude of price change
will influence the brand relationship and switching intention.

Hypothesis 4a: Price has a positive effect on customer satisfaction.

Hypothesis 4b: Price change has a positive effect on switching brand.

Several research have stated that the relationship between customer satisfaction and
behavior intention in business and hospitality field. While the behavioral dimension
considers consistent repeat patronage or repeat purchase frequency, it will led to
customer loyalty (Julander et al., 1997; Kandampully & Suhartanto, 2000). Getty and
Thompson (1994, pg. 4) examined the roles of service quality and satisfaction in
explaining behavioral intention. Their findings indicated that high level of satisfaction

11
increases customers‟ intentions to repurchase and recommend the product.
Furthermore, satisfaction is a critical determinant of positive behavioral intention in
various service sectors, for example fast food, banking, and dry cleaning (Cronin &
Taylor‟s, 1992). Thus, satisfaction is a major component in any customer loyalty
program in the restaurant industry.

Hypothesis 5: Customer satisfaction has a positive effect on customer loyalty and

repeat purchase.

12
 3.0 Conceptual Framework
Figure 1 below shows the framework from literature review, which outline the
possible linkage from food quality, service quality, physical environment and price
link to customer satisfaction and behavioral.

Food Quality

H1
Service
Quality H2
Customer
Satisfaction Behavioral
H5
Intention
H3
Physical
Environment
Quality
H4b
H4a

Price
Perception

Figure 1

H1 (Hypothesis 1): Food and beverage quality of coffee house has a positive effect on
customer satisfaction.
H2 (Hypothesis 2): Service quality of coffee house has a positive effect on customer
satisfaction.
H3 (Hypothesis 3): Physical environment of coffee house has a positive effect on
customer satisfaction.
H4a (Hypothesis 4a): Price has a positive effect on customer satisfaction.
H4b (Hypothesis 4b): Price change has a positive effect on switching brand.
H5 (Hypothesis 5): Customer satisfaction has a positive effect on customer loyalty
and repeat purchase.

13
 4.0 Methodology
Dining in coffeehouses has become an increasingly important sector of the food
service industry in Asia and the trend is expected to continue (Amy & Ada 2008).
Youngsters nowadays tend to purchase or repurchase if they perceive that the price of
a service or product is reasonable. Despite its popularity, there are no in-depth studies
conducted on the reason why young consumers are willing to spend in coffeehouses.
Therefore, we are to explore the reasons for it.

In order to measure the quality of food, service, physical environment, price, and
customer satisfaction, a structured questionnaire was prepared based on a pilot test,
focus group and also on the literature reviews of the previous studies. (Bitner, 1992;
Brady & Cronin, 2001; Garbarino & Johnson, 1999; Kandampully & Suhartanto,
2000; H. Lee et al., 2000; Maxham & Netemeyer, 2002; Nguyen & Leblanc, 2002;
Oh, 2000; Parasuraman et al., 1988; Powpaka, 1996; Prendergast & Man, 2002;
Taylor & Baker, 1994; Zeithaml, et al., 1996). All the answers were measured on a
5-point Likert-type scale ranging from „strongly disagree‟ to „strongly agree‟.

4.1 Pilot test & Focus group

Two pilot tests were conducted on undergraduates who often dine in coffeehouses and
it was found that the respondent‟s answers were more or less similar to that of the
previous studies. After that, two focus groups were conducted on the spot with actual
customers who were dining in coffeehouse at that time. The answers we got from
pilot tests and focus groups were roughly the same also as those from past literature
reviews. Thereafter, we added a few more respondents‟ answers which were not
found in the past literature reviews into the questionnaire.

4.2 The Questionnaire

There are two types of questionnaires, which are structured questionnaire and
open-ended (unstructured) questionnaire. Structured questionnaire is that which the
questions asked are precisely decided in advance. Furthermore, it is needed to
understand the consumers‟ thinking by first building a list of standard questions to ask
people (focus group). Open-ended questionnaire means the possible answers are not
suggested, the respondents need to answer it in their own words. Such questions usually
begin with a how, what, when, where, and why question and it is more towards
qualitative method.

In our research, we are using structured questionnaire due to time constraints and it‟s
easier to conduct. Besides, it is also an inexpensive way to gather data from a
potentially large number of respondents as the questionnaire is administered and we
need not have professional interviewers. Also, quantitative questionnaire is an easy
and quick method and it can be formed in many ways such as factual to opinion based,
“check-the-boxes” and etc.

14
The questionnaires were designed for this purpose, based on the food quality, physical
environment, service quality and price, depending on the outcome of the pilot tests
and focus groups‟ answers. This allows the research to discover the roots of the
reason as to why youngsters like to and are also willing to spend in coffeehouses.

4.3 Data collection

Finally, the survey forms were distributed to young consumers who dine in
coffeehouses, for example, Starbucks and The Coffee Bean at Sunway and Subang
area, and also to undergraduates around that area, and those in the estimated age
group of 18 – 25 years. Each participant spent about 5 to 7 minutes to complete the
survey form. A total of 218 questionnaires were collected, however, 18 were unusable
and uncompleted. Among the survey participants, 41.5% were male, 58.5% were
female, and 68% of them are undergraduates.

The findings arising from this study are reported in the following chapter, and the
tables of the findings are generated using SPSS software.

15
 5.0 Analysis of the findings
In this chapter, the findings will be showed in table form, 4.1 will show the profile of
the respondents, 4.2 will report the reliability of each section, for example, food
quality, service quality and others. 4.3 will present the hypotheses tests result for each
hypothesis.

5.1 Respondents
Table 1 reports the profile of the respondents in current study. Most of the
respondents are female (n=117, 58.5%). Most of the participants is undergraduate
(68%), and there are more willing to spend below RM 50 in a coffee house (92.5%).

Table 1
Description of the Respondents (N= 200)
Characteristic n %
Gender
Male 83 41.5
Female 117 58.5
Age
18 to 20 years 41 20.5
21 to 23 years 133 66.5
24 to 26 years 26 13.0
Marital Status
Single 193 96.5
Married 7 3.5
Occupation
Student 186 93.0
Manager 4 2.0
Executive 10 5.0
Education Level
High School 16 8.0
Undergraduate 136 68.0
Post Graduate 48 24.0
Income
Below RM 1000 121 60.5
RM 1001 to RM 3000 67 33.5
Above RM 3000 12 6.0
Spending Power in F&B
Below RM 50 185 92.5
RM 51 to RM 69 14 7.0
RM 70 to RM 89 1 0.5
RM 90 to RM 109 0 0
Above RM 110 0 0

16
5.2 Reliability Testing
The reliability of the research in this study is reported in Table 2

Table 2: Reliability Scale

Reliability Scale: Food & Beverage Quality

Reliability Statistics
Cronbach's
Alpha N of Items
.529 6

Item-Total Statistics
Scale Corrected Cronbach's
Scale Mean if Variance if Item-Total Alpha if Item
Item Deleted Item Deleted Correlation Deleted
Presentation 11.47 6.411 .449 .422
Menu Variety 11.13 6.063 .373 .436
Temperature of 11.45 6.611 .274 .485
beverages
Tasty 11.27 5.653 .504 .369
Freshness 11.19 6.342 .295 .474
Price- Expensive 11.56 7.354 -.037 .671

Reliability Scale: Service Quality

Reliability Statistics
Cronbach's
Alpha N of Items
.825 9

Item-Total Statistics
Scale Corrected Cronbach's
Scale Mean if Variance if Item-Total Alpha if Item
Item Deleted Item Deleted Correlation Deleted
Friendly and Courtesy 18.87 17.450 .596 .800
Patient 18.77 17.655 .565 .804
Cheerful 18.71 17.636 .538 .806
Willingness to help 18.82 17.418 .553 .805
Make Recommendation 18.70 17.540 .482 .814

17
Knowledgeable 18.78 17.831 .482 .813
Apperance 18.96 18.059 .529 .808
Professional and 18.76 17.852 .525 .808
Enthusiastic
Prompt service 18.85 17.890 .494 .812

Reliability Scale: Physical Environment Quality

Reliability Statistics
Cronbach's
Alpha N of Items
.776 8

Item-Total Statistics
Scale Corrected Cronbach's
Scale Mean if Variance if Item-Total Alpha if Item
Item Deleted Item Deleted Correlation Deleted
Lighting 15.75 13.736 .473 .752
Decoration 15.81 13.572 .502 .748
Music Relaxing 15.51 12.864 .501 .747
Music Volume 15.63 13.338 .454 .755
Cleanliness of 15.64 13.205 .496 .748
environment
Seat Space 15.41 13.439 .457 .755
Temperature of 15.51 13.206 .479 .751
environment
Furnishing 15.53 13.507 .457 .755

Reliability Scale: Customer Satisfaction

Reliability Statistics
Cronbach's
Alpha N of Items
.733 4

Item-Total Statistics
Scale Corrected Cronbach's
Scale Mean if Variance if Item-Total Alpha if Item
Item Deleted Item Deleted Correlation Deleted

18
Satisfaction in Dining 6.99 2.593 .614 .618
Experience
Satisfaction in Service 6.84 2.772 .538 .665
Satisfaction in F&B 7.04 2.923 .487 .694
Satisfaction in 7.17 2.956 .460 .709
Environment

Reliability Scale: Price & Value

Reliability Statistics
Cronbach's
Alpha N of Items
.476 5

Item-Total Statistics
Scale Corrected Cronbach's
Scale Mean if Variance if Item-Total Alpha if Item
Item Deleted Item Deleted Correlation Deleted
Value for F&B 10.41 3.589 .595 .184
Value for Service 10.40 3.618 .561 .204
Value for Atmosphere 10.56 4.389 .372 .357
Willigness to spend if 10.07 3.900 .290 .396
price increased
Switch brand if price 10.64 6.343 -.254 .740
increased

Reliability Scale: Behavioural intention

Reliability Statistics
Cronbach's
Alpha N of Items
.711 4

Item-Total Statistics
Scale Corrected Cronbach's
Scale Mean if Variance if Item-Total Alpha if Item
Item Deleted Item Deleted Correlation Deleted
Expectation fulfilled 7.02 3.020 .398 .704
Revisit coffee house 7.24 2.829 .484 .656
Recommend to others 7.16 2.487 .669 .542

19
 Item-Total Statistics
Scale Corrected Cronbach's
Scale Mean if Variance if Item-Total Alpha if Item
Item Deleted Item Deleted Correlation Deleted
Expectation fulfilled 7.02 3.020 .398 .704
Revisit coffee house 7.24 2.829 .484 .656
Recommend to others 7.16 2.487 .669 .542
Say positive about 7.27 2.612 .459 .677
coffee house
Cronbach‟s alpha was used to assess the reliability of the results. All Cronbach‟s
alpha value which exceeded the suggested cut off of .70 are considered acceptable, as
showed in the table, service quality (.82) , physical environment quality (.77),
customer satisfaction (.73) and behavioural intention (.71) showed that the reliability
of the measured used in the research appears adequately.

5.3 Hypothesis Testing

In order to identify the relationship of the food and beverage quality, service quality,
physical environment quality of coffee house with the customer satisfaction for young
consumers, a multiple regression analysis was conducted.

Table 3
a
Coefficients of Satisfaction in Food & Beverage Quality
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.263 .208 6.078 .000
Presentation .251 .078 .243 3.228 .001
Menu Variety .029 .060 .036 .489 .625
Freshness .056 .059 .070 .947 .345
Tasty .134 .068 .163 1.986 .048
Temperature of -.009 .060 -.010 -.151 .880
beverages
a. Dependent Variable: Satisfaction in F&B
b. R2= .153, Adjusted R2= .131

c. This result (Table 3) reflects that food quality will affect the customer satisfaction. The R2 value
of .15 in the model indicates that 15% of the variance in customer satisfaction was explained by
food quality of coffee house, so, Hypothesis 1 was valid.

20
 Table 4
a
Coefficients of Satisfaction in Service Quality
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.233 .221 5.580 .000
Friendly and Courtesy .088 .085 .095 1.035 .302
Patient .125 .088 .134 1.414 .159
Cheerful .010 .079 .012 .132 .895
Willingness to help .048 .072 .055 .667 .506
Make Recommendation -.004 .069 -.006 -.065 .948
Knowledgeable .052 .072 .061 .730 .466
Apperance .177 .080 .181 2.217 .028
Professional and .064 .076 .070 .853 .395
Enthusiastic
Prompt service -.005 .068 -.006 -.077 .939
a. Dependent Variable: Satisfaction in Service
b. R2= .178, Adjusted R2= .139

Table 4 indicates the R2 value of .18 which is 18% of the variance in customer
satisfaction with service quality of the coffee house. Thus, Hypothesis 2 was
supported.

Table 5
a
Coefficients of Satisfaction in Physical Environment
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .634 .196 3.235 .001
Lighting .141 .075 .148 1.884 .061
Decoration .160 .075 .169 2.133 .034
Music Relaxing .094 .060 .119 1.563 .120
Music Volume .138 .060 .166 2.284 .023
Cleanliness of -.020 .064 -.024 -.315 .753
environment
Seat Space .119 .061 .138 1.960 .051

21
 Temperature of -.039 .062 -.046 -.617 .538
environment
Furnishing .108 .064 .124 1.696 .092
Dependent Variable: Satisfaction
in EnvironmentR2= .283, Adjusted R2= .253

The R2 of the model was approximately 28% which showed the physical environment quality of
coffee house can affect the customer satisfaction. Thus Hypothesis 3 is valid.

Table 6
a
Coefficients of Price and Customer Satisfaction
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.242 .204 6.091 .000
Willigness to spend if .101 .050 .137 2.041 .043
price increased
Revisit coffee house .351 .071 .330 4.918 .000
a. Dependent Variable: Satisfaction in Dining Experience
b. R2= .146, Adjusted R2= .137

Table 6 showed that customer satisfaction has a positive effect on willingness to spend. The R2
value of .15 in the model indicates that 15% of the variance in customer satisfaction and repeat
purchase. Thus, Hypothesis 4a and 5 were supported.

Table 7
Coefficientsa of Customer Loyalty
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.519 .215 7.079 .000
Switch brand if price .225 .084 .188 2.693 .008
increased
a. Dependent Variable: Price- Expensive
R2= .035, Adjusted R2= .030

Table 7 presents the relationship with the price ad customer loyalty; The R2 is .04
which showed 0.3% of variance in price increased lead to the intention of switching
brand. Thus, Hypothesis 4b is valid but it is not significantly.

22
 Table 8
Summary of Hypothesis Testing
Hypothesis Path t- Value Results
Hypothesis 1 : Food& 6.078*** Supported
Beverage Quality @
Satisfaction

Hypothesis 2: Service 5.580*** Supported

Quality @ Satisfaction

Hypothesis 3: Physical 3.235*** Supported

Environment@ Satisfaction

Hypothesis 4a: Price 2.041* Supported

Perception @ Satisfaction

Hypothesis 4b: Price 4.918*** Supported

Increased @ Switching
Brand
7.079*** Supported
Hypothesis 5: Customer
Satisfaction @ Repeat
purchase and loyalty
*
p< .05, **p< .01, ***p< .001

In the summary of hypothesis testing (Table 8), all hypotheses are valid, and the
p-value is lower than .05, therefore it showed that there is significant different
between each of the two variable in the hypothesis.

This study makes important contributions towards understanding the relationship of

food and beverage quality, service quality and physical environment quality of coffee
house towards satisfaction of young consumers. Besides that, it also showed that their
behavioural of them, for examples, buying decision and re-patronage the coffee house
(loyalty). When young consumers are satisfied with the beverage, service and
environment of the coffee house, they are more likely to spend the money in dining in
the coffee house.

Furthermore, the physical environments of coffee house take a tremendous effect in

attracting young consumer to dine in. In our research, the physical environment
attributes explained approximately 28% of the variance in customer satisfaction. Not
only the service and beverage quality of the coffee house, but physical environment
affect them the most. Besides that, the physical environment, for examples, lighting,
interior design, music, and wi-fi service are able to give them relax, comfortable place
and also an ideal place for study or places hanging out with friends.

23
On the other sides, in our study, it showed that, young consumers are more likely to
switching brand if the price increased. Due to the limited of spending power, they will
switch brand if the coffee offered in coffee house increase price continuously. Thus,
our research providing the industry that if coffee house intend to focus business in the
range of young consumers, it should be more focusing in their spending power.

As a conclusion, the uniqueness of this study is in its focus on the significantly of

physical environment related with the customer satisfaction. Overall, the findings
suggest that the coffee house should take the price and physical environment of the
coffee house in consideration to generate revenue from the young consumers.

24
 6.0 Limitations & Future Research
Although we managed to find some amusing findings, there are also many limitations
in it. Firstly, as we are still a new researcher, we weren‟t aware of the available
measurement on young consumers‟ motive in dining in specialty coffee houses.
Secondly, due to time consuming, the data collection were only focus on distributing
the questionnaire throughout specific area coffee houses (Sunway Pyramid and
Subang) such as Starbucks and The Coffee Bean as our measurement tools to get the
answers on the experience of young consumer dining in coffeehouses. Besides, the
participants might not answer the questions diligently. For instance, the participants
answer the questions just for the sake of filling up the boxes. Therefore, it is
inevitable that the respondent‟s answers in our study turn out to be not generally
distributed.

In future research, a better foundation on our measurement is needed to ensure the

questionnaire is suitable for the topic. Also, other kinds of experiences such as
hedonic, control, participation and familiarity (Chang, 2006; Fitzmaurice, 2005;
Soderlund, 2002) could be pursued to go deeper into understanding the consumer‟s
value perception.

7.0 Conclusion
In the conclusion, this study shows that coffee houses in Malaysia should take price
perception and physical environment in consideration in order to gain revenue from
young consumers. It also shown the physical environment affects them the most, for
example, the appropriate brightness of lighting will affect their studying mood and the
style of interior design will let young people feel comfortable and stay there longer.
However, young consumers will switch the brand due to the limited allowance. Coffee
house should come out some idea which can match their spending power, for example
discount for students or promotion in order to expand young consumer segmentation.

Although our data collection were only focus on several specific area coffee houses,
we should go somewhere which the lifestyle may different with Subang and Sunway
area, such as Bangsar and Kuala Lumpur area. Because there are different types of
young people in Bangsar and Kuala Lumpur area, not just only students, their lifestyle
and pattern may different with Subang and Sunway area as well. As conclusion, this
study provides a lot of important information for us and industry as well.

25
 8.0 References
Amy Y.F.Tan, Ada S.Y.Lo. (2008). A Benefit-Based Approach To Market
Segmentation: A Case Study of an American Specialty Coffeehouse Chain in Hong
Kong. Journal of Hospitality & Tourism Research, 32(3), 342-362

Ann, M. (2009). Starbucks give you customers’ free stuff for a price.
http://www.bnet.com/article/starbucks-give-your-customers-free-stuff-for-a-price/322
691, Retrieved Aug 18, 2010

Boughton, Ian. (2008). Inside beverage: Coffee, Caterer & Hotelkeeper, Vol. 198,
42-48

Cunningham.J. (2004). From coffee house to multiplex, Metro Magazine No.143-144.

Campos, Baylin. (2007). Coffee consumption and risk of type 2 diabetes and heart
disease. Nutrition Reviews, 65(4), 173-179.

Coffee Watch. (2008). Menu Trend Beverages, September 2009, Pg 52.

C.WHAN PARK. (1982). Decision Plans and consumer choice Dynamics, Journal Of
Marketing Research, Vol. XIX, 108-115.

Douglas B.Holt. (1995). How consumers consume: A typology of consumption

practices, Journal Of Consumer Research. Vol. 22 June 1995.

Gupta, McLaughlin, Gomez. (2007). Guest satisfaction and restaurant performance.

Cornell Hotel and Restaurant Administration Quarterly, 48(3), 284-298.

Han, Ryu. (2009). The role of the physical environment, price perception, and
customer satisfaction in determine customer loyalty in the restaurant industry, Journal
of Hospitality & Tourism,33(4), 487-510

Han.H, Ryu.K. (2009). The Role of the Physical Environmant, Price Perception, and
Customer Satisfaction in Determine Customer Loyalty in the Restaurant Industry.
Journal of Hospitality & Tourism Research, 33(4), 487-510

Hueiju Yu, Wenchang fang. (2009). Relative Impacts from Product Quality, Service
Quality, and Experience Quality on Customer Perceived Value and Intention to Shop
for the Coffee Shop Market, Total Quality Mgmt & Business Excellence, 20(11),
1273-1285

Healthnew. (2010). How to succeed in the coffee shop business.

http://healthnew.org/2010/07/how-to-succeed-in-the-coffee-shop-business/, Retrieved
Aug 19, 2010

26
Jennings.L. (2008). „Study: Coffee Fans want Starbucks to cut prices; rivals lose
fewer guests‟, Nation‟s Restaurant News, 42(41), pg 45

Jeffrey Gitomer. (2009). Good morning, I need a cup of coffee and good service,
Grand Rapids Business Journal. 13 July, 2009.

Ki-Joon Back, Sara C. Parks. (2003). A Brand Loyalty Model Involving Cognitive,
Affective, and Conative Brand Loyalty and Customer Satisfaction, Journal of
Hospitality & Tourism Research, 27(4), 419-434

Kyle, M. (2010). New coffee house values family experience, Theunion.

http://www.theunion.com/article/20100519/NEWS/100519693, Retrieved Aug 18,
2010

Kaur, Singh. (2006). Children in family purchase decision making in India and The
West: A review, Vol. 2006, No.8, http://www.amsreview.org/article/kaur08-2006pdf

Keith Suter. (n.d.) The rise and fall of English coffee house. Contemporary Review,
Feb, 2005.

Lien-Ti Bei, Yu-Ching Chiao. (2001). An integrated model for the effects of perceived
products, perceived service quality, and perceived price fairness on consumer
satisfaction and loyalty, Journal of Consumer Satisfaction, Dissatisfaction and
Complaining Behavior, Vol. 14

Lye.A, Shao & Fausnaugh.C. (2006). Decision waves: consumer decisions in today‟s
complex world, European Journal of marketing , 39(1/2), 216-230.

Marshall.D. (1999). Understanding children as consumers, Journal Of Consumer

Affairs 13 (winter) 297-310.

Mokhlis.S (2009). An investigation of consumer decision-making styles of

young-adults in Malaysia, Vol. 4, No. 4, http://www.ccsenet.org/journal.html

M. Sulek, L. Hensley. (2004). The relative importance of food, atmosphere, and

fairness of wait. Cornell Hotel and Restaurant Administration Quarterly, 45(3),
235-247.

M. Heide, K. Gronhaug. (2006). Atmosphere: Conceptual Issues and Implication for

Hospitality Management. Scandinavian Journal of Hospitality and Tourism, 6(4),
271-286.

27
Moschis, Moore. (1979). Decision making among the young: A socialization
perspective, Journal of Consumer Research, 6(2), 101-112

Namkung, Jang. (2007). Does food quality really matter in restaurant? Its impact on
customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism
Research, 31(3), 387-410.

O‟Mahony.B, Hall.J. (2007). The influence of perceived Body Image,Vanity and

Personal Values on Food Consumption and Related Behaviour, Journal of Hospitality
& Tourism Research, 14(1), 57-69

O‟Sullivan.F. (1987). Why coffee so popular in Europe, Washington Monthly, July 1,

2003

Peak. C. (2008). A lighthearted restaurant atmosphere gives your guests a

much-needed break from the daily grind. Nation‟s Restaurant News, 24 November
2008, Pg 19.

Peter. J. (1997). Branded, TQM Magazines, 9(5), 320-321

Peter, C & Robin. (2007). The Loyalty Guide Volume Ⅱ: six key factors that
influence customers loyalty.
http://www.thewisemarketer.com/news/read.asp?lc=w29860tx2320zs, Retrieved
Aug19,2010

Phyllis A. Marshall. (2009). Isn‟t that special?, Management Science, 23 September,

12-26.

Ryu.K, SooCheong Shawn Jang. (2007). The Effect of Environmental perceptions on

Behavioral Intentions Through Emotions: The Case of Upscale Restaurant, Journal of
Hospitality & Tourism Research, 31(1), 56-71

Ryu, Han. (2009). Influence of the quality of food, service and physical environment
on customer satisfaction and behavioral intention in quick casual restaurant. Journal
of Hospitality & Tourism, Vol. XX, No. X, xx-xx.

Ryu, Jang. (2007). The effect of environmental perception on behavioral intention

through emotion. Journal of Hospitality & Tourism Research, 31(1), 56-72.

„Studies show coffee may help prevent liver, colon cancers‟ Nation‟s Restaurant
News, 28 February 2005, Pg 14.

Saturno.S. (2008). “Entrepreneurial spirit of Peekskill coffee house brews success”

Hudson Valley Business Journal 14th July 2008.

28
Sahay.A, Sharma.N. (2010). Brand relationship and switching behavior for highly
used products in young consumers, 35(1), from
http://www.vikalpa.com/pdf/articles/2010/vol-35-1jan-mar-15-30.pdf

Sheffield.C. (1990). Trendy coffee houses going to mainstream, 92 F&B Sales, 1990
R&J 400.

Western Mail Nov 25th, 2009, „Youngster‟ spending contributed pounds 5bn to
economy‟, p14.

Yi-Hua “Erin”Yuan, Chihkang “kenny”wu.(2008). Relationship Among Experiential

Marketing, Experiential Value, and Customer Satisfaction, Journal of Hospitality &
Tourism Research, 32(3), 387-410

Yi-Hua, Chihkang. (2008). Relationship Among Experiential Marketing, Experiential

Value, and Customer Satisfaction, Journal of Hospitality & Tourism Research, 32(3),
387-410

Yong-Ki, Ki-Joon, Jin-Young. (2009), Family restaurant brand personality and its
impact on customer‟s emotion, satisfaction, and brand loyalty, Journal of Hospitality
& Tourism, 33(3), pg305-328

29
 9.0 Appendices
A questionnaire that used for this research will be attached.

30