THE IMPACT OF SERVICE QUALITY, CUSTOMER EXPECTATIONS, AND IMAGE ON CUSTOMER SATISFACTION IN MAINTAINING COFFEE SHOP SUSTAINABILITY
Abstract
Coffee shops offer diverse food and beverage menus. In maintaining a coffee shop, the owner or management needs to focus on the variables that support the shop’s sustainability. This study examined the impact of service quality, customer expectations and image on customer satisfaction in maintaining cafe sustainability. Sample study in this study Coffee Shop of Bandar Lampung, Indonesia. Qualitative and quantitative analysis methods were used to interpret the data obtained in the study, including multiple linear regression analysis which is used the t-test, F-test, and the coefficient of determination. The result study reveals that service quality, customer expectations, and image affect customer satisfaction positively significant. The results also suggested that all independent variables simultaneously affected customer satisfaction positively and significantly.
Keyword : Service Quality, Cusmer Expectation, Image, Customer Satisfaction
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