000			04199nam a2200301Ia 4500
001			92141
003			ft8111
005			20251117095455.0
008			250324n 000 0 eng d
040			_erda
041			_aengtag
050			_aHF5415.5 B43 2023
082			_a.
100			_aBaldia, Judessa D. Bunao, Camille L. Gabay, Franchesca Zyril C. Mangalos, Raven R. Santos, Justine Caith M. Villanueva, Caridad Lovelyn Princes C.
245		0	_aEffectiveness of Instagrammable servicescapes as a marketing strategy of coffee shops toward gen Z consumers buying behavior
264			_a. _b. _cc2023
300			_bBusiness Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023.
336			_b. _atext _2rdacontent
337			_30 _b. _aunmediated _2rdamedia
338			_30 _b. _avolume _2rdacarrier
347			_a0
385			_a2
505			_aABSTRACT 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.
526			_aF
540			_a5
655			_aacademic writing
942			_alcc _cMS _01 _2lcc
999			_c23960 _d23960