Impact of Service Quality on Customers Satisfaction of Starbucks’s Consumers in the City of Johor Bahru, Malaysia

The purpose of this study is to empirically investigate the impact of service quality and customer satisfaction of a cafe at Johor Bahru, Malaysia. This research selected Starbucks as the target cafe and a modified SERVQUAL model tends to be used and analysed the customer satisfaction. Customer satisfaction is a function which uses to identify the relationship between the actual service performance and customer inner expectation. Hence, it is vital to analyse how the five dimensions of service quality tend to influence the overall customer satisfaction level in the cafe industry. In Malaysia, the cafe business is gradually expanding and it is significant for owner to clearly understand which qualities of services enable to stand out among other competitors and increase customer satisfaction. Data for this study were collected from a sample of 60 guests who live in Johor Bahru and had visited Starbucks. The collected data was analyzed using Statistical Package for Social Science (SPSS) version 28.0.0.0 and Partial Least Squares (PLS-SEM) with SmartPLS version 3.3.3. The findings revealed that four dimensions which are tangibility, reliability, assurance and empathy positively influence customer satisfaction whereas, responsiveness does not have a significant impact. As a result, it is suggested for Starbucks to appropriately apply relevant specific tactics to enhance those components as well as customer satisfaction.