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The purpose of this study is to investigate the impact of the physical environment and menu quality of roastery coffee shops on customer satisfaction and their intention to revisit. To achieve these objectives, a questionnaire was developed based on previous research. A total of 300 questionnaires were distributed, and after discarding 12, 288 were used for the final analysis. The results are as follow: First, the physical environment of roastery coffee shops has a significantly positive effect on customer satisfaction. Second, the menu quality of these coffee shops also positively affects customer satisfaction. Third, customer satisfaction significantly influences the intention to revisit. This study is significant as it provides theoretical material on roastery coffee shops operated by individual proprietors, at a time when the domestic coffee shop market has reached saturation due to quantitative growth, contrasting with studies on franchise coffee shops.
Koo et al. (Wed,) studied this question.