PERCEPTION OF SUSTAINABLE DEVELOPMENT OF CAMBODIAN COFFEE SHOP ON CUSTOMER SATISFACTION

Abstract

Since sustainable development has become the main focus among people, it has also become an essential opportunity for every enterprise in Phnom Penh city. At the same time, coffee shops are the new fascinating place among people in the city, and the number of coffee shops are growing significantly every day. Thus, these coffee shops have the potential to influence and encourage the society to adapt a more sustainable lifestyle. Moreover, the existing studies of sustainable development issues in Cambodia are limited and cannot illustrate the customer satisfaction toward sustainable development of coffee shops in Phnom Penh, Cambodia. This research focuses on the perception of sustainable development of coffee shop on customer satisfaction. The study uses surveys to collect data from 384 customers of coffee shops in Phnom Penh city. The results of the study suggest that sustainable development adopted by coffee shops has a significant effect on customer satisfaction. Among the three aspects of sustainable development, social sustainability has the most significant effect on customer satisfaction followed by environmental sustianability, which has the second most significant effect on customer satisfaction. Finally, economic sustainability has the least significant effect on customer satisfaction. From these findings, people have a high level of satisfaction toward coffee shops that adopt sustainable development. More importantly, the study finds that businesses should work on both short-term and long-term plans and contribute back to the local economy. Customers are also more staisfied when the coffee shop puts more efforts into reducing the impact on environemnt and contributing to the welfare and quality of life of the people in the region.

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