The effect of staff information, menu content and physical features on customer satisfaction and revision interest in third wave coffee businesses

Third wave coffee, which focuses on the entire process from the bean to the cup, has become part of daily routine since the 2000s. Third wave coffee shops, where these coffees are served, have also become very popular in recent times. This study aims to determine the effectiveness of menu content, personnel approach and physical characteristics in the satisfaction and revisit intention of customers who receive service from third wave coffee businesses. In line with this aim, a literature review was conducted first and then a survey technique was applied from quantitative research methods. The survey form was applied to 437 participants in the center of Eskişehir province between September 2022 and February 2023. Descriptive statistics, exploratory factor analysis, confirmatory factor analysis and structural equation modeling were used in the analysis of the data. According to the descriptive statistics obtained from the data obtained within the scope of the research, it was determined that the participants mostly consumed coffee more than once a day and received services from coffee shops more than once a week. Among the participants, it was determined that the awareness and experience rate of second wave coffee varieties was higher than that of third wave coffee varieties. The highest awareness and experience rate among third wave coffee varieties was determined to be V60. It was determined that a high proportion of participants were influenced by menu descriptions when deciding on the type of coffee they would experience for the first time. According to the analysis results of the research, all hypotheses established within the scope of the research were supported. In this context, it was determined that menu features, staff approach and physical features of the menu affected satisfaction and satisfaction affected repeat visit intention.