Kavinių vartotojų pasitenkinimą sąlygojančių veiksnių nustatymas

Abstract

Cafes have become an integral part of our daily life. Due to the increasing popularity of coffee places, the competition in this industry has also increased. One of the main reasons why coffee shops have become increasingly competitive is the variability of consumer preferences. Over time, competition in the coffee sector has become an intense task to survive in a competitive market, every company, regardless of its size, implements various satisfaction strategies to achieve long-term customer relationships. In such a rapidly growing coffee market, coffee shops strive to maximize their profits while maintaining quality service, increasing product value and customer satisfaction. Satisfied consumers are critical to the survival and prosperity of organizations, but in order to achieve this, it is necessary to identify the factors that lead to satisfaction. Therefore, this paper deals with the research problem – what factors determine the satisfaction of coffee shop users. Based on the theoretical analysis, the analyzed user satisfaction models and on the basis of the factors determining the user satisfaction most often released by researchers, 4 research statements are put forward, which aim to assess whether quality, price, customer service, brand reputation influence user satisfaction. The object of this research is the factors determining the satisfaction of coffee shop users. The aim of the work is to based on the theoretical identification of factors that determine consumer satisfaction, to identify the factors that determine consumer satisfaction in Lithuanian cafes, providing recommendations for their use. In order to achieve the set goal, the following research method were chosen: quantitative research – questionnaire survey, analysis of collected data using quantitative content analysis and statistical descriptive analysis. The main results and conclusions of the study: The results of the quantitative study showed (386) participants that the factors identified are related to consumer satisfaction and the highest correlation coefficient of satisfaction is product quality.