The Relationship of Customer Experience and Satisfaction on Customer Service, Ambiance, and Menu Offerings in Local Cafés in Albuera, Leyte
DOI:
https://doi.org/10.65339/ijsis.V1.I3.174Keywords:
Ambiance, Customer Experience, Customer Satisfaction, Customer Service, Local Cafés, Menu Offerings, Service QualityAbstract
This study examined the relationship between customer experience and customer satisfaction in selected local cafés in Albuera, Leyte, focusing on customer service, ambiance, and menu offerings as a basis for developing strategic interventions. Anchored in the Kano Model and SERVQUAL Model, the study employed a quantitative descriptive-correlational research design involving 90 customers from Valhalla Coffee, Ligña Café, and Lilu Café, with 30 respondents from each establishment. Data were collected using a researcher-developed questionnaire, validated through pilot testing, and analyzed using weighted means and Pearson Product-Moment Correlation Coefficient. Results revealed Very High levels of customer experience in customer service (4.74), ambiance (4.70), and menu offerings (4.65). Customer satisfaction was likewise rated Very High in customer service (4.73), ambiance (4.71), and menu offerings (4.63). A strong, statistically significant positive relationship was established between customer experience and customer satisfaction (r = 0.819, p < .001), although causality was not established. Despite favorable evaluations, service speed and efficiency, noise control and privacy, and menu variety emerged as areas requiring improvement. The study proposed operational training, ambiance enhancements, and menu diversification to address these concerns. Future research was recommended to include larger samples, additional locations, and mixed-methods approaches. The study aligns with Sustainable Development Goal (SDG) 8, Decent Work and Economic Growth, and SDG 11, Sustainable Cities and Communities, through its relevance to local business development and community spaces. Its potential sustainability contribution lies in supporting responsive café operations, customer satisfaction, local business competitiveness, and community-oriented services.
References
Atsnawiyah, D., Rizan, M., & Rahmi. (2021). The influence of cafe atmosphere and food quality on customer satisfaction in building customer loyalty of Masalalu Café Rawa Domba Jakarta. Jurnal Dinamika Manajemen dan Bisnis, 5(1), 113–138. https://doi.org/10.21009/JDMB.05.1.6 DOI: https://doi.org/10.21009/JDMB.05.1.6
Awa, C. A., Cortez, J. K., Gultiano, L. E., Jardin, H., & Lagria, D. S. (2025). Conjoint analysis of ambiance influence on coffee shop preferences among Gen Z students in Davao City. International Journal of Business and Applied Economics, 4(3), 1321–1336. https://doi.org/10.55927/ijbae.v4i3.140 DOI: https://doi.org/10.55927/ijbae.v4i3.140
Baguio, T. K. F. G., & Naelga, S. C. (2024). The impact of food service attributes on customer satisfaction: The case of cafeteria services at a state university of northern Mindanao. Cadernos De Educação, Tecnologia E Sociedade, 17(1), 339–350. https://doi.org/10.14571/brajets.v17.n1.339 350 DOI: https://doi.org/10.14571/brajets.v17.n1.339-350
Coronel, I. D. G., Bacar, F., & Manuel, C. Z. (2024). Ambiance that keeps you coming back: Exploring customer satisfaction and revisit intention in coffee shops. International Journal of Social Science and Humanities Research, 12(2), 159–169. https://doi.org/10.5281/zenodo.11353585
Cuñado, A. J. P., Painagan, C. M., Cuñado, J. A. L., Palmada, E. M. D., Mumar, Z. J. A., Naeg, R. A., Pagod, J. M., Lagrada, M. Z. G., Abrau, S. B., & Gamutan, R. J. O. (2020). Determining the role of customer satisfaction in gaining customer loyalty among cafés. University of Bohol Multidisciplinary Research Journal, 8(1), 74–85. https://doi.org/10.15631/ubmrj.v8i1.130 DOI: https://doi.org/10.15631/ubmrj.v8i1.130
Duman, F. (2020). Effects of coffee shops’ food quality, service quality and ambiance quality on customer satisfaction and loyalty in Batman, Turkey. International Journal of Innovative Approaches in Social Sciences, 4(3), 54–68. https://doi.org/10.29329/ijiasos.2020.278.1 DOI: https://doi.org/10.29329/ijiasos.2020.278.1
Guerra, A. S., Bagtasos, J. C. B., Corrales, A. A. D., Macatangay, K. A. N. C., Plata, A. C. G., & Felicen, S. S. (2024). Customer satisfaction at coffee shops in the cities of Batangas. Journal of Tourism and Hospitality Research, 21(1). Retrieved from https://ejournals.ph/article.php?id=26354
Johns, N., Edwards, J. S. A., & Hartwell, H. J. (2013). Menu choice: Satisfaction or overload? Journal of Culinary Science & Technology, 11(3), 275–285. https://doi.org/10.1080/15428052.2013.798564 DOI: https://doi.org/10.1080/15428052.2013.798564
Kano, N., Seraku, N., Takahashi, F., & Tsuji, S. (1984). Attractive quality and must-be quality. Journal of the Japanese Society for Quality Control, 14(2), 147–156. https://www.jstage.jst.go.jp/article/quality/14/2/14_KJ00002952366/_article/-char/en
Medrano, A. M., Magnaye, M. F. M., Magnaye, J. M. S., Sanggalang, T. A. S., & Sotomayor, C. K. R. (2025). A content analysis of consumers' outlook on coffee shops. Journal of Hospitality, Tourism & Cultural Research, 1(1), 85–103. https://doi.org/10.53378/jhtcr.353176 DOI: https://doi.org/10.53378/jhtcr.353176
Orpiano, L. L. M., Orpiano, A. M. H., Callao, R. S., & Lazaro, J. M. B. (2025). The influence of service quality on customer perception in restaurants. International Journal of Research and Innovation in Social Science, 9(2), 2665–2680. https://doi.org/10.47772/IJRISS.2025.9020207 DOI: https://doi.org/10.47772/IJRISS.2025.9020207
Paniterce, D. M. N., & Ylagan, A. D. P. (2022). Service quality and customer satisfaction of local coffee shops in Camarines Sur. International Journal of Research Studies in Management, 10(5), 1–10. https://doi.org/10.5861/ijrsm.2022.52 DOI: https://doi.org/10.5861/ijrsm.2022.52
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. Retrieved from https://www.researchgate.net/publication/200827786_SERVQUAL_A_Multiple-item_Scale_for_Measuring_Consumer_Perceptions_of_Service_Quality
Sofia, S., Firyal, R. N., Oktaviani, A., & Ghifari, N. M. (2023). The effect of baristas on consumer satisfaction through coffee shop atmosphere as an intervening variable. Journal Transnational Universal Studies, 1(8), 769–785. https://doi.org/10.58631/jtus.v1i9.46 DOI: https://doi.org/10.58631/jtus.v1i9.46
Villanueva, A., Tayco, R. O., & Estrope, C. P. (2025). Service quality and customer satisfaction among coffee shops in Dumaguete City, Philippines. Journal of Interdisciplinary Perspectives, 3(4), 193–200. https://doi.org/10.69569/jip.2025.064 DOI: https://doi.org/10.69569/jip.2025.064
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Bea Bianca L. Cabiling, Neil Matthew J. Dandan, Allien Jay P. Villanueva, Kristal Jade O. Almoroto, Angel Erica S. Araneta, John Aldrin S. Basilia, Charles Benedict Carrillo, Eugene A. Catapon, Sheila Mae E. Julaton, Jay-Ar Loh Eu Win, Christian Kyle E. Losorata, Andrew N. Rubillos, Jude Archangel E. Sode, Jenny A. Babor (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal the right of first publication. All articles are published under the Creative Commons Attribution 4.0 International (CC BY 4.0) License. This license permits use, sharing, adaptation, distribution, and reproduction in any medium or format, including for commercial purposes, provided that appropriate credit is given to the original author(s) and the journal, a link to the license is provided, and any changes made are indicated.
