Beyond Campus Gates: Investigating Customer Satisfaction and Revisit Intentions among Undergraduate UPLB Students in Off-Campus Coffee Shops and Co-Working Spaces

Date

6-2024

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Ma. Nova R. Nguyen

Committee Member

Ma. Janda Ira Felina M. Benedictos, Gideon P. Carnaje, Ma. Angeles O. Catelo

Abstract

This study attempts to investigate the factors that influence customer satisfaction among undergraduate students at the University of the Philippines Los Baños (UPLB) in off-campus coffee shops and co-working spaces. It then attempts to analyze the relationship between the undergraduate students’ satisfaction levels with their intentions to revisit the mentioned establishments. Using Ordinary Logistic Regression for Customer Satisfaction, it was revealed that product quality, service quality, price, operating hours, and amenities yielded to be significant in influencing customer satisfaction levels towards coffee shops. On the other hand, product quality, service quality, price, promotions, operating hours, and amenities were found to be significant factors of customer satisfaction levels towards co-working spaces. With the use of Binary Logistic Regression for the analysis of the relationship between customer satisfaction and revisit intention, findings reveal a significant relationship between the two with satisfied customers being 3.69 times more likely to revisit coffee shops and 3.13 times more likely to return to co-working spaces compared to dissatisfied ones.

The study also highlights external factors such as unreliable Wi-Fi and uncomfortable study conditions in dormitories emerging as motivators for the undergraduate students in choosing coffee shops and co-working spaces. Additionally, the decision of the students to revisit the establishments relies on when the combination of these factors and previous experiences align with their resources such as time and money and previous experiences. From the results, it can be suggested for coffee shops and co-working spaces to focus on efforts in enhancing the qualities of their existing products and services, fostering a welcoming and productive environment, and ensuring reliable amenities to meet or exceed customer expectations.

Language

English

LC Subject

Customer Satisfaction, Coffee Shops

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2024 E2 O23

Notes

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Document Type

Thesis

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