Loyalty in Coffee Shop, Indonesia

The purpose of this study is to identify the drivers of loyalty model in the coffee shop industry in Indonesia based on service quality, store atmosphere and price fairness mediated by customer satisfaction. This is the first study integrating service quality, store atmosphere, price fairness and customer satisfaction to study the customer loyalty model in the coffee shop industry in Jakarta. The hypotheses are: Does service quality influence customer satisfaction? Does store atmosphere influence customer satisfaction? Does price fairness influence customer satisfaction? Does customer satisfaction influence customer loyalty? To collect the data, the instrument used in this study as the primary data was a survey divided into three sections: the introduction of research, respondent demographic (including gender, age, education, occupation and monthly expenditure) and the item statements to measure five constructs with 37 item statements. A 7-point Likert scale (1–strongly disagree to 7–strongly agree) was used to measure the constructs. Item statements for service quality were adjusted from Keshavarz et al. (2016) and Alhkami and Alarussi (2016), divided into 5 dimensions which are tangible with 5 item statements, reliability with 4 item statements, responsiveness with 3 item statements and both assurance and empathy with 3 item statements each. For store atmosphere, it was adjusted from Lee et al. (2018) and Hanaysha (2016), while price fairness, it was adjusted from Hanaysha (2016) and Jin et al. (2016) both consist of 4 item statements each. Furthermore, for satisfaction, item statements were adjusted from Lee et al. (2018) and Hanaysha (2016), and loyalty was adjusted from the questionnaire of Keshavarz et al. (2016) and Lee et al. (2018). The sample size used for this study was 384 customers from 16 most comfortable coffee shops in Jakarta based on Nibble’s survey in 2019. Confirmatory factor analysis was employed to confirm the attributes of each factor and to assess the validity and reliability, average variance extracted and composite reliability was applied. Further hypothesis testing was performed using structural equation modeling. The result shows that customer loyalty is affected by service quality – comprising 5 subdimensions: tangible, reliability, responsiveness, assurance and empathy – and price fairness mediated by customer satisfaction. It was found that service quality plays a significant role in the coffee shop industry in Indonesia. However, the store atmosphere was found rejected. This study was only conducted at 16 coffee shops out of 1,500 existing coffee shops in Jakarta area. Therefore, it is difficult to generalize the study in predicting customer loyalty to all types of coffee shop in Jakarta. Future study is suggested to compare with RSQS by Dabholkar et al. (1996) and DINESERV by Stevens et al. (1995). Cultural differences need to be added for further analysis.本研究旨在以顾客满意度为中介变量，探究印度尼西亚咖啡店行业顾客忠诚模型的驱动因素，核心考察维度涵盖服务质量、店铺氛围与价格公平性。本研究为首个整合服务质量、店铺氛围、价格公平性与顾客满意度，探究雅加达咖啡店行业顾客忠诚模型的学术研究。 本研究提出以下研究假设：服务质量是否会对顾客满意度产生影响？店铺氛围是否会对顾客满意度产生影响？价格公平性是否会对顾客满意度产生影响？顾客满意度是否会对顾客忠诚产生影响？ 本研究以调查问卷作为一手数据收集工具，问卷共分为三部分：研究概况介绍、受访者人口统计学信息（涵盖性别、年龄、受教育程度、职业及月均消费），以及用于测量5个构念的37个观测题项。本研究采用7点李克特量表（7-point Likert scale，1=完全不同意，7=完全同意）对各构念进行评分。 服务质量的题项改编自Keshavarz等人（2016）与Alhkami、Alarussi（2016）的研究，分为5个维度：有形性（5个题项）、可靠性（4个题项）、响应性（3个题项），保证性与移情性各含3个题项。店铺氛围的题项改编自Lee等人（2018）与Hanaysha（2016）的研究；价格公平性的题项改编自Hanaysha（2016）与Jin等人（2016）的研究，二者各含4个题项。此外，顾客满意度的题项改编自Lee等人（2018）与Hanaysha（2016）的研究，顾客忠诚的题项则改编自Keshavarz等人（2016）与Lee等人（2018）的调查问卷。 本研究共收集384份有效样本，样本来自2019年Nibble调研评选出的雅加达16家最具舒适度的咖啡店。本研究采用验证性因子分析（Confirmatory factor analysis）验证各因子的属性，并通过平均方差萃取值与组合信度评估模型的效度与信度；后续假设检验采用结构方程模型（Structural equation modeling）完成。 结果显示，顾客忠诚受到服务质量（包含有形性、可靠性、响应性、保证性与移情性5个子维度）与价格公平性的影响，且该影响以顾客满意度为中介变量。研究证实服务质量在印度尼西亚咖啡店行业中发挥着显著作用，但店铺氛围的研究假设未得到支持。 本研究仅针对雅加达地区1500家现有咖啡店中的16家展开，因此难以将本研究的顾客忠诚预测结论推广至雅加达所有类型的咖啡店。 未来研究可对比采用Dabholkar等人（1996）提出的RSQS量表与Stevens等人（1995）提出的DINESERV量表。此外，未来分析可纳入文化差异因素进行探讨。