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IJSTR >> Volume 9 - Issue 3, March 2020 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

The Impact Of Cafe Employee Service And Other Elements On Consumer Behaviour

[Full Text]



Syairah Suib, Sarina Ismail



Café Cleanliness, Café Environment, Café Employee Service, Café Facilities, Consumer Behaviour, Partial Least Square, Questionnaire



Nowadays, a cafe is labelled as a "third” or "public” place to host regular, volunteer and informal meetings of individuals outside of their home and work because of lifestyle changes. Retailers now choose to highlight their store atmosphere to get ahead in this tough industry. Past studies found that employee service significantly increases positive behaviour in the café environment. As a consequence, retailers are trying to update their café’s decoration so that it can be used as a spot for customers to do their work while having their meal. This study attempts to investigate how various factors in the café environment impact consumer behaviour. The patrons of cafes in Selangor were selected using purposive sampling technique as the respondents of this study. 320 questionnaires were collected and the Partial Least Square technique was used to analyze the data collected. The findings show that the two factors related to the café environment, which are café design and café cleanliness significantly influence consumer behaviour. The results also indicated that café employee service has a significant positive influence on consumer behaviour. This study has further explored the implications of these findings.



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