VISUAL AND SERVICE SATISFACTION OF GEN Z CONSUMERS: THE CASE OF HARLAN + HOLDEN

Abstract

This study explores the relationship between visual aspects and service quality in determining customer satisfaction among Generation Z patrons of Harlan + Holden Coffee, located in Bonifacio Global City, Taguig. Visual aspects included facility aesthetics, lighting, layout, and product presentation, while service quality was assessed through reliability, responsiveness, empathy, and assurance. A total of 255 Gen Z respondents aged 18 to 27, all with firsthand experience at the café, participated in the study. Using a quantitative correlational research design and simple random sampling, data was gathered through an online questionnaire. Responses were evaluated using descriptive statistics, specifically the Mean, and Spearman Rank Correlation Coefficient to determine the relationship between the two variables. Findings revealed a high level of satisfaction among Gen Z respondents regarding both visual appeal and service quality. Facility aesthetics and lighting were particularly noted for their excellence, while the café’s staff received favorable evaluations for their courteous and reliable service. The analysis indicated a significant positive correlation between satisfaction with visual aspects and service quality, suggesting that both are crucial in enhancing customer experiences. The study underscores the importance of balancing aesthetics and service in the café industry to meet Gen Z’s expectations. It recommends that future research delve deeper into related areas not covered in this study, such as pricing or digital engagement. Moreover, given the rise of coffee tourism, aesthetic cafés like Harlan + Holden can serve as significant contributors to local tourism and customer satisfaction benchmarks.

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