A thematic literature review of customer behavior and service quality in aesthetic coffee shops

Richard A. Malapitan & Ali G. Mamaclay

Volume 2 Issue 3, September 2026

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https://doi.org/10.53378/jhtcr.353381

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Abstract

This literature review presents the synthesis of the observations from 40 different studies published between 2017 and 2025 on customer behavior in aesthetic coffee shops. The review has an emphasis on Southeast Asian markets with the inclusion of comparative global baselines to understand how physical servicescapes, digital engagement, and non-physical attributes such as service quality, product quality, and perceived value interact to influence customer satisfaction and repeat patronage. The review applied a PRISMA screening process, and the synthesis suggests that while the visual aesthetics of the coffee shop and digital engagement through word-of-mouth (eWOM) are associated with initial customer attraction, sustained customer loyalty and brand credibility remain strongly dependent upon service quality, the functionality of the coffee shop layout, comfort, and perceived value. These findings highlight the necessity of combining the different dimensions of a coffee shop’s physical design, digital presence, and product and service delivery to help achieve customer satisfaction and brand loyalty in today’s competitive and saturated coffee shop landscape.

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Author information & Contribution

Richard A. Malapitan. Corresponding author. MBA, PhD in Business Administration Student, Wesleyan University-Philippines, Cabanatuan City, Nueva Ecija, 3100, Philippines. Email: malapitan.richard@wesleyan.edu.ph

Ali G. Mamaclay. PhD. Wesleyan University-Philippines, Faculty, Cabanatuan City, Nueva Ecija, 3100, Philippines. Email: agmamaclay@wesleyan.edu.ph

"All authors equally contributed to the conception, design, preparation, data gathering and analysis, and writing of the manuscript. All authors read and approved the final manuscript."

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Cite this article:

Malapitan, R.A. & Mamaclay, A.G. (2026). A thematic literature review of customer behavior and service quality in aesthetic coffee shops. Journal of Hospitality, Tourism & Cultural Research, 2(3), 25-43. https://doi.org/10.53378/jhtcr.353381