The Impact of Customer Habits on Revisit Intention among Customers of selected Coffee Shops in Davao City

Abstract

This research aims to assess the impact of customer habits on the intention to revisit among patrons of selected coffee shops in Davao City. The study's findings revealed several key insights: first, the respondents had a total frequency of 500, and it was found that social, marketing, situational, and psychological factors have a moderate impact on customer habits. This indicates that these factors do influence customer behavior, but the effect is neither very strong nor negligible. Additionally, the study revealed that brand awareness, perceived service quality, perceived product quality, and the physical environment also have a moderate effect on revisit intention, suggesting that while these factors do influence a customer's decision to return to a specific coffee shop, their influence is not overwhelming. Furthermore, the study found that the correlation between customer habits and revisit intention was low, implying that customer habits are not strongly linked to their intention to revisit the establishment. The researchers employed the average weighted mean to analyze how social, marketing, situational, and psychological factors influence customer habits, and Pearson’s correlation coefficient (Pearson-r) to assess the relationship between these variables. This study provides valuable insights for coffee shop owners and managers, offering an opportunity to tailor marketing and operational strategies to better align with customer preferences and habits, thereby increasing the likelihood of repeat visits and customer loyalty.