Independent Study Title The Study of Coffee Consumption Behaviors from Caffè D´Oro and Mezzo

Abstract

The purposes of this research were: 1) to determine the factors of customer’s satisfaction for the coffee from Caffè D´Oro and Mezzo, and 2) to examine and to compare consumer behaviors of Caffè D´Oro’s and Mezzo’s coffee for which issues that customers the most care for. Conceptual framework was based on ACSI (American Customer Satisfaction Index). Simple random sampling technique was applied to select 400 customers of Caffè D´Oro and Mezzo to answer self-reported questionnaire. Data was analyzed by bivariate analysis consisted of t-test, F-test, and correlation analysis. Research findings revealed that: 1) Mezzos’ customer satisfaction was statistically significant higher than that of CaffèD´Oro, 2) expectation, perceived quality, and perceived value had statistically significant relationship with customer satisfaction, and 3) customers of both coffee shops have expectation and emphasizing for the quality of products and services, also perceived quality and perceived value affected the satisfaction, which were statistically significant. CaffèD´Oro’s customers would give suggestion about products and services, while Mezzo’s customers would complain about products and services. These results implied that customers would emphasize the quality of products and services, perceived quality, perceived value, also the expectation of products and services which affected the satisfaction. If any complaints or suggestions arise, business operators should take such issues with care, because it shall affect the products and services’ customer loyalty.