This research study explores customers' underlying standards of business strategy within the context of coffee shops. It investigates leveraging customer feedback to improve the products, services, and overall customer experience. Specifically, the paper identified the occurrence of prominent themes and patterns from consumers' outlooks and developed a strategical framework reflecting contemporary business strategies. The study employed a qualitative research design, occupying a content analysis approach. The research is centred on the local coffee shop and was selected based on its significant upswing in sales performance. The corpora of the study were creatively collected from customers who made purchases at the selected coffee shop, while the researchers used Miles and Huberman's (2013) steps in the analysis. The results revealed comments and suggestions as the two main themes reflected in the consumers' outlook, while patterns were classified in terms of price sensitivity, taste preferences, product quality, ambiance and cleanliness, space and overcrowding, and taste balance. This study provided invaluable recommendations not alone for coffee shop owners, managers, and consumers but also for students, educators, and stakeholders in the business field. These insights offered actionable strategies to enhance customer satisfaction and brand loyalty. Furthermore, the study's implications extend beyond the coffee shop context, contributing to the broader understanding of consumer behaviour, and effective marketing strategies.
consumer outlook, business strategy, feedback, comment, suggestion
Allysa M. Medrano. Corresponding author. Accountancy, Business and Management student. Sta. Catalina National High School- Senior High School Department Candelaria Quezon Philippines. Email: lysamedrano17@gmail.com
Micka Faye M. Magnaye. Accountancy, Business and Management student. Sta. Catalina National High School- Senior High School Department Candelaria Quezon Philippines
Jherlyn Mae S. Magnaye. Accountancy, Business and Management student. Sta. Catalina National High School- Senior High School Department Candelaria Quezon Philippines
Tracy Ann S. Sanggalang. Accountancy, Business and Management student. Sta. Catalina National High School- Senior High School Department Candelaria Quezon Philippines
Chrizza Kaye R. Sotomayor. Doctor of Philosophy in English. Upper Secondary Education Teacher, Department of Education, Division of Quezon/ Sta Catalina National High School, Philippines
"Authors 1 and 2 lead the content writing of the paper, primarily the analysis of the material for a comprehensive discussion. Authors 3 and 4 were actively involved in overseeing the systematic and technical processes essential for the seamless execution of the study. These include, but are not limited to, methodological rigor, maintenance of research integrity, and facilitation of the research process as a whole. Author 5 provided the team with critical editorial oversight and served as the specialist informant of the group, providing significant contributions to the study direction. All the authors worked throughout the whole research process towards developing, refining, and finalizing the manuscript to ensure its quality and academic contribution."
No potential conflict of interest was reported by the author(s).
This work was not supported by any funding.
Due to the nature of the study, with no significant harm to the participants, the ethical review and approval is waived. However, the data gathering has been approved and given relative clearance(s) by the owner of the coffee shop under study.
AI tools were not used in writing this paper.
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Cite this article:
Medrano, A.M., Magnaye, M.F.M., Magnaye, J.M.S., Sanggalang, T.A.S. & Sotomayor, C.K.R. (2025). A content analysis on the outlook of consumers towards coffee shops. Journal of Hospitality, Tourism & Cultural Research, 1(1), 85-103. https://doi.org/10.53378/jhtcr.353176
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