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Antecedents Of Traveller Satisfaction Toward Hipster Coffee Shop In Kelantan


Nur Maisarah Khairuddin and Jesicca Julian and Nur Fizatin Nur’ain Abdul Rahim and Nurul Husna Zulkifli (2021) Antecedents Of Traveller Satisfaction Toward Hipster Coffee Shop In Kelantan. Final Year Project thesis, Universiti Malaysia Kelantan. (Submitted)


The priorities and tastes that are constantly different from time to time in industry trends make marketing more drastic to be competitive. The emergence of coffee hipster growing throughout the state in Malaysia makes hipster coffee shop owners start taking precautions and start acting by trying to further expand their marketing from being oppressed by other competition. The aim for this research is to determine significant relationship between product quality, service quality and café environment towards traveller satisfaction. This study was using the online survey through google form in collecting the data. The total 322 data was collected, however only 214 had been visited in hipster coffee shop and can be used for data analysis procced. In order to complete this research, quantitative study was conducted. Descriptive analysis, reliability test and Pearson correlation also where be used to analyse the data. The higher of material quality and fast delivery on services will being a priority to traveller in select this hipster coffee shop in their list. Therefore, this study was carried out that traveller the independent variable (IV) product quality, service quality and café environment affect to the dependent variable (DV) which is Traveller satisfaction. These findings indicate that hipster coffee shop should mends their independent variable in enhance the loyalty of Traveller satisfaction. It can be concluded that product quality, service quality and café environment have significant positive impact towards traveller satisfaction.

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Additional Metadata

Item Type: Undergraduate Final Project Report
Collection Type: Final Year Project
Date: 20 June 2021
Number of Pages: 105
Call Number: SAP 2021/044
Supervisor: Puan Aikal Liyani Binti Mohd Rasdi
Programme: Bachelor of Entrepreneurship (Tourism)
Institution: Universiti Malaysia Kelantan
Faculty/Centre/Office: Faculty of Hospitality, Tourism and Wellness
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