The Impact of Self-Service Technology Quality, Human Interaction Quality and Empathy on Customer Loyalty in Cafes.

Abstract

This study investigates the impact of the quality of Self-Service Technology (SST), human interaction, and empathy on customer loyalty in cafés. The research hypothesises that SST, human interaction, and empathy positively influence customer loyalty in cafes. A questionnaire-based survey was conducted using purposive sampling, with questions adapted from previous studies to ensure validity. The findings reveal that the quality of SST, human interaction, and empathy significantly contribute to customer loyalty in cafes, with a moderate correlation between SST and human interaction factors and loyal behavior, and a negligible correlation between empathy and loyalty. However, the results indicate that human interaction has a greater positive impact on loyalty compared to SST. This emphasises the ongoing significance of interpersonal interaction and personalised service in improving customer satisfaction and loyalty in café contexts. This knowledge is important for café managers who endeavor to achieve a balance between building meaningful human connections and technological advancements, thereby facilitating customer retention and long-term success.