| dc.description.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. | en_US |
