2026 IJRSE – Volume 15 Issue 11
Available Online: 9 May 2026
Author/s:
Revilla, Romie Linar L.
University of Nueva Caceres, Philippines (romielinarloquiasrevilla@gmail.com)
Abstract:
This study explored the café habits and preferences of Generation Z café goers as a foundation for developing a relevant and customer-centered café business model. Guided by Customer Satisfaction Theory, the Stimulus–Organism–Response (SOR) Framework, the SERVQUAL Model, and Expectancy-Disconfirmation Theory, the research sought to understand how Gen Z demographics, behaviors, and expectations shape their café experiences. Specifically, the study aimed to describe the respondents’ demographic profile, identify their café-going habits in terms of menu choices, ordering style, purpose of visit, spending behavior, and time of visit, determine their preferences regarding ambiance, amenities, menu variety, pricing, and service quality, analyze demographic influences, examine the relationship between habits and preferences, and ultimately propose a business model suited to the Gen Z market in Camarines Sur. A quantitative descriptive research design was employed. Data were gathered through an online survey administered to at least 100 purposively selected Generation Z café goers in Camarines Sur. The questionnaire covered demographic characteristics, café habits, and customer preferences. Statistical tools such as percentage, ranking, weighted mean, Pearson’s correlation coefficient, and chi-square test were used to analyze and interpret the data accurately and systematically. Findings revealed that the respondents were largely young adult Gen Z individuals, mostly single, employed, and with stable income sources. Café visits were primarily driven by leisure, relaxation, and food or beverage cravings rather than formal activities such as studying or working. Gen Z showed a strong preference for dining in, visiting cafés during afternoon and evening hours, and spending within budget-conscious ranges. Cozy and relaxing ambiance, modern and creative designs, essential amenities such as air-conditioning, charging outlets, and free Wi-Fi, as well as fair pricing that matched product quality, were highly valued. Quality service particularly cleanliness, professionalism, and accommodating staff emerged as a critical factor in satisfaction. Significant relationships between customer habits and preferences underscore the importance of aligning café offerings with Gen Z lifestyles, informing the development of a practical, experience-driven, and market-responsive café business model.
Keywords: customers, habits, preferences, business model, ambiance, service
DOI: https://doi.org/10.5861/ijrse.2026.26174
Cite this article:
Revilla, R. L. L. (2026). Pagsusuri sa karanasan ng mga mag-aaral sa maiikling pagsusulit sa Filipino. International Journal of Research Studies in Education, 15(11), 163-192. https://doi.org/10.5861/ijrse.2026.26174