The Effect of Service Quality and Customer Satisfaction on Repurchase Intention: A Study on Generation Z Coffee Shop Customers

Abstract

In recent years, coffee businesses have become the focus of popular consumption culture both in the world and in our country. These businesses are mostly preferred by the "young" consumer group with their fast relations and affordable prices. This young consumer group is called Generation Z consumers and among the current research topics in terms of marketing and consumer behavior. The study aims to examine the effects of service quality and customer satisfaction on repurchase intention in Generation Z individuals. In line with this purpose, a questionnaire was applied to 621 Generation Z consumers who purchased products from two Starbucks coffee shops in Çanakkale city center. Data from surveys were analyzed by SmartPLS 3.3.3. statistical package program. As a result of the research, it was revealed that service quality
positively affected customer satisfaction and repurchase intention. Similarly, it has been determined that customer satisfaction positively affects repurchase intention and plays a mediating role in the relationship between service quality and repurchase intention.