Factor influencing customer satisfaction among millennials toward homegrown cafe in kota bharu

A cafe is considered a "third space" in urban life, distinct from work and home, offering a location for individuals to socialize, unwind, and form relationships. However, as coffee shops become more prevalent in metropolitan areas, they are increasingly playing a more comprehensive range of responsibilities and serving as places of business and pleasure, providing social spaces where people may connect and form communities. This study looks at the effect of the physical environment, fair pricing, and service quality on millennial customer satisfaction. The field study will be conducted at a homegrown café in Kota Bharu, Kelantan. Data for this study will be gathered online via a Google form. A quantitative analysis will be carried out to finish this investigation. The data will also be analyzed using descriptive analysis, reliability testing, and Pearson correlation. Customers will prioritize quick service delivery and better ingredient quality when deciding which cafe to include. Therefore, this study aimed to identify the independent variables that could affect the dependent variable, customer satisfaction, including fair price, service quality, and the cafe’s physical environment. In Kota Bharu, data was collected to determine customer satisfaction with homegrown cafés.
Keywords- café, homegrown café, service quality, fair price, physical environment, customer satisfaction