Effectiveness of Instagrammable servicescapes as a marketing strategy of coffee shops toward gen Z consumers buying behavior

ABSTRACT This study examines the impact of coffee shops' instagrammable servicescape on the buying behavior of Generation z (Gen Z) consumers in the Philippines, with Filipinos being the second largest coffee consumers in Asia, the coffee shop industry has seen significant growth. The physical environment, or servicescape, of a coffee shop plays a crucial role in attracting customers and creating a pleasant experience. The study focuses on understanding the preferences of gen z consumers and their expectations regarding the Instagrammable servicescape of coffee shops. The research aims to analyze the effectiveness of coffee shop instagrammable servicescapes in satisfying gen z consumers and influencing their buying behavior. Using Bitner's servicescape theory as a framework, the study employs a quantitative approach and utilizes a correlational research design. A survey questionnaire is administered to gen z coffee shop consumers from a university in the Philippines, and data analysis includes percentages, weighted mean, general weighted average, and Pearson correlation. The findings indicate that coffee shop Instagrammable servicescapes are highly attractive to Gen Z consumers. However, the correlation between the level of attractiveness of an instagrammable servicescapes of coffee shops and Gen Z consumers' buying behavior was found to be negligible, suggesting that other factors such as product quality, price, brand reputation, and convenience may have a more substantial influence on Gen Z consumers' choices. This implies that a holistic approach incorporating various influential factors is necessary to effectively cater to the preferences of Gen Z consumers. Furthermore the researchers also conducted an observation for several coffee shops around Intramuros, the findings regarding this observation suggested that Gen Z consumers prefer Instagrammable Coffee shops' servicescape more than the typical and local coffee shops in Intramuros this is because Gen Z Individuals are known for their affinity for visually appealing environments, as they often seek out aesthetically pleasing spaces for socializing, relaxation, and self-expression, and they opt to make these experiences and share it on their social media accounts, to also enhance the experience for Gen Z consumers at coffee shops in Intramuros, it is crucial to provide a visually appealing and comfortable atmosphere. Additionally, addressing factors such as menu variety, seating capacity, and pricing can contribute to better customer engagement and satisfaction Based on the study's results, recommendations are provided for business owners, marketing students, and future researchers. The study offers valuable insights for improving service offerings, design choices, and marketing strategies in the competitive coffee shop industry. This study highlights the significance of coffee shops' instagrammable servicescape in influencing the buying behavior of gen z consumers in the Philippines. By understanding and effectively addressing the preferences and expectations of gen z consumers, coffee shop businesses can enhance customer satisfaction and attract a larger customer base in this growing market.

Filipiniana

5