The rapid growth of the coffee shop industry has intensified competition, making customer retention critical for business sustainability, particularly among local and small-scale coffee shops. This study addressed this gap by analyzing the factors affecting customers’ decisions to revisit coffee shops in Metro Manila using an integrated framework of the Service Quality model and the Theory of Planned Behavior. A total of 509 valid responses were collected through an online survey using stratified sampling. The data were analyzed using Partial Least Squares–Structural Equation Modeling to examine the relationships among SERVQUAL dimensions, TPB components, customer experience, and customer revisit intention. The results indicated that customer experience is the strongest predictor of customer revisit intention. Customer experience was strongly influenced by attitude and perceived behavioral control, while subjective norms showed a weaker effect. Among the SERVQUAL dimensions, empathy, responsiveness, reliability, and tangibles significantly influenced customer attitude, whereas assurance was found to be insignificant. The study concluded that enhancing customer experience through consistent service quality and effective workforce performance is essential for improving customer retention. These findings provide practical insights for coffee shop managers aiming to achieve sustainable competitive advantage.

Keywords

Coffee Shops, Service Quality, Revisit Intention, Customer Experience