SOCIAL RESEARCH ANALYSIS: THE EFFECT OF BARISTA SERVICE QUALITY ON CUSTOMER SATISFACTION AT COFFEE SHOPS
Keywords:
Barista Service, Service Quality, Customer Satisfaction, Customer Loyalty, Coffee Shop.Abstract
This study aims to investigate the influence of barista service on customer satisfaction. This research was conducted using a qualitative approach with a descriptive-narrative method. The rapid development of the coffee industry has triggered intense competition. The analysis was conducted by interpreting various findings related to the quality of barista service in creating the customer experience. The results show that the quality of barista service—which includes a friendly attitude, speed of service, professionalism, communication skills, and coffee-brewing skills—plays a crucial role in enhancing customer satisfaction. This satisfaction fosters customer loyalty, characterized by a willingness to make repeat purchases and provide recommendations to others. Additionally, positive interactions between baristas and customers create a pleasant emotional experience, thereby strengthening the long-term relationship between customers and the coffee shop. Baristas’ behavior, friendliness, speed, and technical expertise contribute significantly (on average, 30–70%) to explaining variations in customer satisfaction levels. Therefore, improving baristas’ technical competence and interpersonal skills must be a top priority in efforts to enhance service quality and maintain customer loyalty
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the context of restaurants and hospitality facilities involving various elements ranging from service management and customer interaction to service delivery that meets standards of quality and operational efficiency.” Cottam, H., & Thompson, L. (2022).
John R. Walker (2020), Food and Beverage Service encompasses activities involved in serving food and beverages to guests,
Tjiptono (2011: 59) “Service quality is the expected level of excellence and control over that level of excellence to meet customer expectations.”
Goeth and Davis, as cited by Tjiptono (2012: 51), state that “quality is a dynamic condition related to products, services, people, processes, and the environment that meets or exceeds expectations.”
Fandy Tjiptono and Christian Grönroos. Parasuraman, Zeithaml, and Berry conducted a survey (a standard dimension that can be used to measure service quality; this dimension is known as Servqual).
Philip Kotler and Kevin Lane Keller (2016). Customer satisfaction is a person’s feeling of pleasure or disappointment that arises after comparing performance (or results).
(Kotler:2009). Fierce competition makes it difficult for companies to increase their customer base. Definition of customer loyalty.
Ali Hasan (121:2013). Their support for the brand and the likelihood of customers wanting to enhance a positive image.
(Mariyana, 2017:55). Customer loyalty is a commitment. Factors Affecting Customer Loyalty
Sugiyono (2019). Descriptive quantitative research method. Using SPSS version 27.
Yudaraharja (2021). Barista service quality is closely related to customer satisfaction at the F&B Barista Coffee Shop,
Dwi and Utomo (2023). F&B Barista Coffee Shop, where friendly and responsive service is a key factor in fostering customer loyalty (loyalty and satisfaction),
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Copyright (c) 2026 Muhammad Erza Farandy, Audy Nadine Az-Zahra, Zalfaa Refita Armefianti, Kasmin Kasmin (Author)
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