ENHANCING CUSTOMER RETENTION THROUGH SERVICESCAPE: A CONCEPTUAL FRAMEWORK FOR COFFEE SHOP BUSINESSES
Keywords:
Customer retention, servicescape, coffee shop.Abstract
This conceptual study examines the critical issue of customer retention in the coffee shop business, particularly in the northern part of Malaysia, where competition is intensifying. Although the importance of servicescape and customer retention is acknowledged across many businesses, empirical studies examining their joint impact in the coffee shop environment are few. The primary objective of this study is to present a conceptual framework outlining the impact of various servicescape qualities on customer retention. A deep literature review was conducted to accomplish this. The finding will underscore the imperative for coffee shop proprietors to create an inviting, pleasant environment that fosters customer satisfaction and, in turn, enhances retention. Finally, this conceptual study provides significant theoretical insights and practical implications for practitioners seeking to enhance performance and maintain competitiveness in the coffee shop business.
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