The impact of Dunkin' Donuts franchise cafe service quality and store atmosphere on customer satisfaction and loyalty

Sugianto, Charles (2019) The impact of Dunkin' Donuts franchise cafe service quality and store atmosphere on customer satisfaction and loyalty. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The growth of interest in coffee consumption in the community, especially in Indonesia has caused the coffee shops industry in Indonesia grow rapidly. This resulted Dunkin ’Donuts as one of the coffee shops having to be able to face competitors and adapt to trends. To survive in this competitive business, Dunkin' Donuts consistently forced to modify and innovate to meet the changing needs and preferences of various consumer targets segments. Effort that can be done is to improve the weakness and the quality of service. Not only that, atmosphere of the store that makes customers feel comfortable should be considered because it can affect consumer satisfaction. It is crucial to apprehend service quality and satisfaction towards coffee shops along with customers’ wants. The level of customer satisfaction is important indicator in determining the success or failure of a product or service market in the community where in determining the level of satisfaction there are some indicators such as desire, expectations, and needs where the needs must exceed consumer expectations for consumers feel happy so they are loyal to the products and services. Therefore, service quality and store atmosphere become important to learn and needed to determine the right decisions in develop customer satisfaction and loyalty.

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