A Study on Customer Perception on San Francisco Coffee in KL Gateway Mall

Abstract

This research is an attempt to identify the customer perception on San Francisco Coffee in KL Gateway Mall. Customer’s assumptions on their preferred shop are very important because it could affect their loyalty towards the shop as well as its survival in the market. This paper surveys the customers’ perception of San Francisco Coffee in Kl Gateway Mall using a structured questionnaire. There are two sections of this study: Section A involve the demographic information, while Section B focus on the independent variables. A total of 100 self-administered survey questionnaires was distributed for thie present study and the same amount was expected to be collected back. There are four variables included in the questionnaire to determine the customer’s perception towards the coffee shop: (i) price, (ii) service quality, (iii) brand image, and (iv) cleanliness. Furthermore, five Likert-scale were employed to analyse the data needed for the present study. Additionally, the study consist of four research objectives, which are to evaluate the customer response, identify the problems they faced, discover the most effective strategy and techniques, as well as evaluate the satisfaction level of the customers. The predicted outcome from the study result shows that all the variables have an impact on customer’s satisfaction as it defined how the shop manage to satisfy its customers based on the variables. However, the current study only focuses on customers of San Francisco Coffee shop in specific area (KL Gateway Mall). As such, future research can develop a larger sample size in order to enhance the accuracy and reliability. Also, other variables (taste, ambiance and environment) that affect customer’s satisfaction can be included in future research. There are only several past studies that identify the customer’s perception in coffee shop.