Scale development to determine atmospheric features in coffee shops

The number of coffee shops, which have an important place in the food and beverage sector, is increasing day by day in Turkey as in the world. Considering this increase, atmospheric factors, which are one of the effective factors in customers' preferences for coffee shops, have become more important. In the current thesis, it is aimed to develop a scale to determine the atmospheric elements in coffee shops. With the de-veloped scale, it is aimed both to contribute to the literature and to guide the busines-ses in the sector. For this purpose, exploratory sequential design method, which is one of the mixed method approaches in which qualitative and quantitative research pro-cesses are carried out respectively, was used in the related thesis research. Accordin-gly, in-depth interviews were conducted with 12 participants using a semi-structured interview form in the qualitative phase of the research, and content analysis was ap-plied to the obtained data. Based on the information obtained as a result of qualitati-ve data analysis and literature review, a draft questionnaire was created and a pilot scheme was performed with 45 participants. Data for Explanatory Factor Analysis (EFA) were collected from customers in Beşiktaş Starbucks coffee shops through the questionnaire form, which was rearranged and finalized with the data obtained from the pilot scheme. EFA was applied to the obtained data and some statements in the questionnaire were removed and data were collected from the same sample group again for confirmatory factor analysis. The data collected for the second time were subjected to confirmatory factor analysis. At the end of the research, the validity and reliability of the Coffeescape scale, consisting of 17 statements and a 5-factor struc-ture, was developed. It was determined that the atmospheric elements in the Coffeescape scale consist of order, aesthetics, lighting, personnel and technology dimensions. In addition, it was determined that the majority of customers visiting the Starbucks coffee shop are between the ages of 16-30 and have a university level edu-cation. It is thought that the developed scale will contribute to both the literature and the businesses in the coffee sector.