Store atmospheric attributes: effect on customer experience and loyalty towards coffee shops in selected cities of Cavite / by Antonino C. Cubol Jr., Queenie P. Dumadag and Kris M. Gollena.

Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University.

Includes bibliographical references.

College of Economics, Management and Development Studies (CEMDS), Department of Management

CUBOL, JR., ANTONINO C.; DUMADAG, QUEENIE P.; GOLLENA, KRIS M. Store Atmospheric Attributes: Effect on Customer Experience and Loyalty towards Coffee Shop in selected cities of Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management, Cavite State University, Indang, Cavite. May 2019. Adviser Ms. Danikka A. Cubillo.

The study was conducted to find out how store atmospheric attributes affects customer experience and loyalty towards coffee shops in selected cities of Cavite. The study aimed to: (a) describe the profile of the customers towards coffee shops in selected cities of Cavite in terms of age, sex, civil status, educational attainment, employment status, average monthly income/allowance, and frequency of visit; (b) assess the customers on store atmospheric attributes in terms of lighting, color, music, layout, and scent; (c) determine the level of customer experience towards coffee shops in selected cities of Cavite in terms of service, product, and ambiance; (d) determine the level of customer loyalty towards coffee shops in selected cities of Cavite in terms of attitudinal and behavioral loyalty; (e) determine the effect of store atmospheric attributes on customer experience towards coffee shops in selected cities of Cavite; (f) determine the effect of store atmospheric attributes on customer loyalty towards coffee shops in selected cities of Cavite; (g) identify the difference on the assessment of store atmospheric attributes of coffee shops in selected cities of Cavite when grouped according to customer profile; and (h) identify the relationship between customer experience and customer loyalty towards coffee shops in selected cities of Cavite. Data from 272 participants were collected and analyzed using descriptive statistics, Kruskal-wallis test, Spearman's rank correlation, and multiple regression. It was found that most of the customer of coffee shops in selected cities of Cavite are in the generation Z, female, single, and in their senior high school. Most of them are unemployed and happens to visit a coffee shop occasionally. Among all the indicators of store atmospheric attributes, scent has been given the greatest attention, and lighting was least to have an attention by the customers. All the store atmospheric attributes were found to have significant effect on customer experience and customer loyalty. Meanwhile, sex was the only profile that has a significant difference in the assessment on store atmospheric attributes. Lastly, there is a significant relationship between customer experience and customer loyalty towards coffee shops in selected cities of Cavite. Since scent got the highest assessment among the store atmospheric attributes which proves that scent is a highly effective tool when attracting customers. It is recommended that coffee shop should brew their coffee in a way that the customers would actually smell it but not to overlook the importance of the other indicators of store atmospheric attributes. The study would also like to mention the importance in building a consistent standardization of service, product and ambiance to increase and secure the satisfaction, the customer wants to have when they visit a coffee shop in order to increase customer experience and loyalty.

Submitted to the University Library 10/07/2019 T-8739