Customer Loyalty at FORE Coffee: Green Marketing, Store Atmosphere, Price Fairness, and Customer Satisfaction

Understanding what drives customer satisfaction and loyalty has become increasingly important in the highly competitive coffee shop market, particularly as customers pay greater attention to both service experiences and environmentally responsible business practices. This study examines the effects of store atmosphere, price fairness, and green marketing on customer satisfaction and the role of satisfaction in fostering customer loyalty toward FORE Coffee in Surabaya. Data were collected through an online survey of 188 customers aged 17 years or older who had made a dine-in purchase within the previous year. We used Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the data. The results show that store atmosphere, price fairness, and green marketing are positively associated with customer satisfaction, which, in turn, is positively associated with customer loyalty. The indirect-effect analysis further indicates that satisfaction mediates the relationships between price fairness and loyalty and between green marketing and loyalty. These findings highlight the importance of creating a comfortable store environment, maintaining perceptions of fair pricing, and adopting credible green marketing practices to strengthen customer satisfaction and, ultimately, customer loyalty.