ISSN: 2222-6990
Open access
The current study was to determine the effects of selection attributes of cafe on revisit intention in Sabah, Malaysia. As the number of cafe establishments increases and demand for distinctive culinary experiences rises, revisit is presented with a greater variety of options, which may indirectly influence their inclination to revisit a particular cafe. As a result, the purpose of this paper is to investigate the factors (i.e., product quality, service quality, price, promotion, physical environment, and place) that influence the revisit intention of customer on cafe in Sabah, Malaysia. This study utilized Theory of Reasoned Action to highlight prior attitudes that directly impact decision-making process on intention to revisit a cafe. The findings of this study shown that product quality and place had significant impact on the intention to revisit. However, service quality, price, promotion, and physical environment had no significant effect on revisit intention. The quantitative approach utilized was a self-administered questionnaire whereby 151 samples were gathered and analyzed through the utilization of Partial Least Squares structural equation modeling and Statistical Package for the Social Sciences. Consequently, the present investigation possesses the capacity to accurately depict the influence of selection attributes of cafe, thereby facilitating customer intention to revisit.
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