Measuring customer satisfaction of a café and coffee shop colony at a traditional market
Journal of Foodservice Business Research
School of Business and Law
Consumer behavior within a traditional market has received a lack of scholarly attention. This study aims to examine the impact of product quality, service quality, and price on customer satisfaction within a traditional market in Indonesia. The participants were visitors of a café and coffee shop colony at a traditional market, in Jakarta. Data were collected at Pasar Santa, a traditional market in South Jakarta that has been modified into a new concept for attracting younger patrons. Data were analyzed using exploratory and confirmatory factor analyses, and structural equation model. As a result, product quality, service quality, and price insignificantly affected customer satisfaction. In addition, this current study offers three modified models to explore the role of each predictor variable. This study helps to enhance our knowledge toward the consumer behavior engaging in the traditional markets.