An analysis of the physical comfort factors of a coffee shop.

Studies have agreed that physical comfort factors as the components of decision making to select the coffee shop. This research aims to analyze the impact of the physical comfort factors in a coffee shop from two perspectives of generations. The methodologies applied to test the hypothesis were the descriptive analysis and the case study. The demographic analysis taken from group of age 18-29 years old (121 respondents) and 30-49 years old (109 respondents) as comparative study. The analysis using Exploratory F actor Analysis (EFA) from Principle Component Analysis (PCA) and Hierarchical Cluster resulted four factors of physical comfort for both generations namely F acility, Layout, Atmosphere and Decoration. The communal items of each factors represented the similar decisions of both generations upon the physical comfort factors in a coffee shop. For example the Facility such as parking area and the Layout such as the visible location of the counter. The KJ Methods and Semantic Differential Method (S DM) implemented for the case study applied at Seomyeon City in Busan also agreed that the components of physical environment has linked to the customer preferences. Two distinct coffee shops have been selected namely OK Dabang and KAVAN Espresso. The respondents consisted of 59 participants agreed the four physical comfort factors as Facility, Layout, Atmosphere and Decoration. They have evaluated the variables based on the pictographic images resulted the most comfortable components influenced the selection between two distinct types of a coffee shops extracted Facility and Layout were the most influential physical comfort factors. The OK Dabang represented the locality and KAVAN Espresso resembled modern physical comfort factor. The implication of findings contribute to determine the understanding of the preferred physical comfort factor a coffee shop and to help in creating a coffee shop that customer expected to be served and selected. As a designer, architect and innovator this findings expose the factors of physical comfort from two perspectives of generations and potentially to be part of design considerations.