Brewing happiness: Is it just about coffee or more?


  • Yudhi Koesworodjati Department of Management, Faculty of Economics and Business, Universitas Pasundan, Bandung
  • Annisa Fathiyyahrohmah Department of Management, Faculty of Economics and Business, Universitas Pasundan, Bandung



Customer Value, Service Quality, Customer Satisfaction, Diversity, Marketing


This study aims to provide empirical evidence of the important role of product diversity and service quality on consumer’s perceived value and its subsequent influence on consumer satisfaction. The largest local coffee shop brands in Indonesia have been selected as the focal points of this study due to their amalgamation of traditional and modern flavors and the unique experiential offerings they provide to their customers. Notably, the novelty of this study resides in its intention to bridge a significant gap in the existing literature. Prior studies have rarely explored the factors associated with customer satisfaction within the context of local coffee shop services with the mediation role of perceived value and antecedents of product variability. The study adopts a quantitative research approach, utilizing a 5-point Likert scale in a survey-based methodology. A total of 262 respondents, comprising a diverse pool of coffee lovers and enthusiasts, actively participated in this survey. To examine and assess the hypotheses posited in this study, we utilized the SPSS macro-PROCESS (Model 4). The study's findings indicate a significant positive correlation between product and service diversity and customer value. This suggests that by offering a diverse range of innovative products and services, coffee shops can enhance the perceived value for customers, ultimately leading to higher satisfaction levels. Interestingly, this study has uncovered a notable difference in the role of service quality as a primary driver of customer satisfaction, in contrast to prior findings suggesting that service quality is merely one of several factors contributing to satisfaction.


Alhkami, A. A., & Alarussi, A. S. (2016). Service quality dimensions and customer satisfaction in telecommunication companies. Asian Journal of Business and Management, 4(3).

Antun, J. M., & Gustafson, C. (2006). Menu success: A menu analysis of awarded fine dining restaurants and private clubs. Journal of Culinary Science and Technology, 4(4).

Baluyot, M. B. B., & Pampolina, A. C. (2021). Exploring the relationship of service quality on customer delight in the selected restaurants in Laguna, Philippines. Estudios de Economia Aplicada, 39(12).

Bernstein, D., Ottenfeld, M., & Witte, C. L. (2008). A study of consumer attitudes regarding variability of menu offerings in the context of an upscale seafood restaurant. Journal of Foodservice Business Research, 11(4), 398-411.

Caprioli, G., Cortese, M., Sagratini, G., & Vittori, S. (2015). The influence of different types of preparation (espresso and brew) on coffee aroma and main bioactive constituents. International journal of food sciences and nutrition, 66(5), 505-513.

Cha, J. M., & Borchgrevink, C. P. (2019). Customers’ perceptions in value and food safety on customer satisfaction and loyalty in restaurant environments: moderating roles of gender and restaurant types. Journal of Quality Assurance in Hospitality and Tourism, 20(2).

Cha, M. K., Yi, Y., & Bagozzi, R. P. (2016). Effects of customer participation in corporate social responsibility (CSR) programs on the CSR-brand fit and brand loyalty. Cornell Hospitality Quarterly, 57(3), 235-249.

Chang, C. (2011). The effect of the number of product subcategories on perceived variety and shopping experience in an online store. Journal of Interactive Marketing, 25(3), 159-168.

Dhisasmito, P. P., & Kumar, S. (2020). Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia). British Food Journal, 122(7), 2253-2271.

Ding, C., Zhang, R., & Wu, X. (2023). The impact of product diversity and distribution networks on consumption expansion. Journal of Business Research, 161, 113833.

Furoida, F., & Maftukhah, I. (2018). The influence of service quality and store atmosphere on customer loyalty through customer satisfaction. Management Analysis Journal, 7(2), 163-170.

Gibson, S., Hsu, M. K., & Zhou, X. (2022). Convenience stores in the digital age: A focus on the customer experience and revisit intentions. Journal of Retailing and Consumer Services, 68, 103014.

Githiri, M. (2018). An examination of the relationship between perceived price fairness on customer satisfaction and loyalty in Kenyan star-rated restaurants. International Journal of Scientific Research and Management, 6(10), 763-770.

Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2014). Multivariate Data Analysis, Pearson New International Edition, 7th ed. Harlow: Pearson Education.

Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical-environment, service, and food on satisfaction and intention. International Journal of Hospitality Management, 63, 82-92.

Han, H., Nguyen, H. N., Song, H., Chua, B. L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86-97.

Han, S., & Yoon, J. (2020). Cultural intelligence on perceived value and satisfaction of ethnic minority groups’ restaurant experiences in Korea. Journal of Tourism and Cultural Change, 18(3), 310-332.

Hanaysha, J. (2016). Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in fast food restaurant industry. Journal of Asian Business Strategy, 6(2), 31-40.

Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis (2nd ed.). New York: The Guilford Press.

Jang, Y. J., Kim, W. G., & Lee, H. Y. (2015). Coffee shop consumers’ emotional attachment and loyalty to green stores: The moderating role of green consciousness. International Journal of Hospitality Management, 44, 146-156.

Jeaheng, Y., Al-Ansi, A., & Han, H. (2020). Impacts of Halal-friendly services, facilities, and food and Beverages on Muslim travelers’ perceptions of service quality attributes, perceived price, satisfaction, trust, and loyalty. Journal of Hospitality Marketing & Management, 29(7), 787-811.

Jeong, Y., & Lee, Y. (2010). A study on the customer satisfaction and customer loyalty of furniture purchaser in on‐line shop. Asian Journal on Quality, 11(2), 146–156.

Jin, N., Line, N. D., & Merkebu, J. (2016). The effects of image and price fairness: A consideration of delight and loyalty in the waterpark industry. International Journal of Contemporary Hospitality Management, 28(9), 1895-1914.

Jin, N. P., Lee, S., & Lee, H. (2015). The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: New versus repeat visitors. International Journal of Tourism Research, 17(1).

Kahn, B. E. (1995). Consumer variety-seeking among goods and services. An integrative review. Journal of Retailing and Consumer Services, 2(3).

Keller, D., & Kostromitina, M. (2020). Characterizing non-chain restaurants’ Yelp star-ratings: Generalizable findings from a representative sample of Yelp reviews. International Journal of Hospitality Management, 86, 102440.

Kim, K., Choi, H. J., & Hyun, S. S. (2020). Coffee house consumers’ value perception and its consequences: Multi-dimensional approach. Sustainability (Switzerland), 12(4).

Kim, M., Vogt, C. A., & Knutson, B. J. (2015). Relationships among customer satisfaction, delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism Research, 39(2), 170-197.

Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6).

Kurniawan, D. (2019, December 18). Coffee Shops In Indonesia Nearly Reach 3,000 Stores. VOI.

Lau, T., Cheung, M. L., Pires, G. D., & Chan, C. (2019). Customer satisfaction with sommelier services of upscale Chinese restaurants in Hong Kong. International Journal of Wine Business Research, 31(4).

Lee, W. S., Moon, J., & Song, M. (2018). Attributes of the coffee shop business related to customer satisfaction. Journal of Foodservice Business Research, 21(6), 628-641.

Li, F., Lu, H., Hou, M., Cui, K., & Darbandi, M. (2021). Customer satisfaction with bank services: The role of cloud services, security, e-learning and service quality. Technology in Society, 64, 101487.

Listiono, F. I. S. (2015). Pengaruh Store Atmosphere Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen sebagai Variabel Intervening di Libreria Eatery Surabaya. Jurnal Strategi Pemasaran, 3(1), 1-9.

Moon, S. J., & Bae, H. J. (2013). The effect of relational benefits on customer perception of value, satisfaction, and loyalty in the specialty coffee shop business. Journal of the Korean Society of Food Science and Nutrition, 42(1), 120-128.

Ngo, V. M., & Nguyen, H. H. (2016). The relationship between service quality, customer satisfaction and customer loyalty: An investigation in Vietnamese retail banking sector. Journal of competitiveness, 8(2), 103-116.

Nurhayati-Wolff, H. (2023, May 2). Number of coffee shop outlets Indonesia 2019-2020, by brand [Infographic]. Statista.

Pandža Bajs, I. (2015). Tourist Perceived Value, Relationship to Satisfaction, and Behavioral Intentions: The Example of the Croatian Tourist Destination Dubrovnik. Journal of Travel Research, 54(1).

Perrea, T., Krystallis, A., Engelgreen, C., & Chrysochou, P. (2017). Much too new to eat it? Customer value and its impact on consumer-product relationship in the context of novel food products. Journal of Product and Brand Management, 26(6).

Ramanathan, R., Di, Y., & Ramanathan, U. (2016). Moderating roles of customer characteristics on the link between service factors and satisfaction in a buffet restaurant. Benchmarking, 23(2).

Roy, S. (2018). Effects of customer experience across service types, customer types and time. Journal of Services Marketing, 32(4), 400-413.

Rusti, N., & Irham. (2023). The Effect of Satisfaction and Competitive Advantage on The SMEs Sustainability of Local Coffee Shops: A Case in Yogyakarta, Indonesia. AIP Conference Proceedings, 2583.

Sasongko, T. (2018). The role of employee motivation on the relationship between HRM practices and service quality in healthcare organization. Jema: Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 15(1), 1-11.

Saulina, A. R., & Syah, T. Y. R. (2018). How service quality influence of satisfaction and trust towards consumer loyalty in Starbucks coffee Indonesia. International Advanced Research Journal in Science, Engineering and Technology, 5(10), 11-19.

Sofia, A., Pangaribuan, C. H., & Sitinjak, M. F. (2020). Factors of coffee shop revisit intention and word-of-mouth mediated by customer satisfaction. Manajemen dan Bisnis, 19(1).

Son, J. H., Kim, J. H., & Kim, G. J. (2021). Does employee satisfaction influence customer satisfaction? Assessing coffee shops through the service profit chain model. International Journal of Hospitality Management, 94, 102866.

Song, H., Bae, S. Y., & Han, H. (2019). Emotional comprehension of a name-brand coffee shop: focus on lovemarks theory. International Journal of Contemporary Hospitality Management, 31(3), 1046-1065.

Suhud, U., Allan, M., Wibowo, S. F., Sabrina, E., & Willson, G. (2020). Measuring customer satisfaction of a café and coffee shop colony at a traditional market. Journal of Foodservice Business Research, 23(1), 78-94.

Sulibhavi, B., & Shivashankar, K. (2017). Brand image and trust on customers loyalty: a study on private label brands in Hubli-Dharwad Conglomerate City of Karnataka. Int J Eng Res Appl, 7(9), 1-6.

Tuncer, I., Unusan, C., & Cobanoglu, C. (2021). Service quality, perceived value and customer satisfaction on behavioral intention in restaurants: An integrated structural model. Journal of quality assurance in hospitality & tourism, 22(4), 447-475.

Wan, X., Evers, P. T., & Dresner, M. E. (2012). Too much of a good thing: The impact of product variety on operations and sales performance. Journal of Operations Management, 30(4), 316-324.

Wang, E. S. T., & Yu, J. R. (2016). Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention. British Food Journal, 118(12), 2963-2980.

Wulandari, A. (2018, August 25). Kopi Susu, 'Pencuri' Celah di Antara Milenial Kelas Menengah. CNN Indonesia.

Yiğit, S., & Şahin Perçin, N. (2021). How would you like your Turkish coffee? Tourist experiences of Turkish coffee houses in Istanbul. International Journal of Culture, Tourism and Hospitality Research, 15(3), 443-454.

Yousef, K., Dariyoush, J., & Fariel, B. (2016). The influence of service quality on restaurants’ customer loyalty. Arabian Journal of Business and Management Review, 6 (4) 1, 2.




How to Cite

Yudhi Koesworodjati, & Fathiyyahrohmah, A. (2023). Brewing happiness: Is it just about coffee or more?. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 20(2), 220–242.