Exploratory study of cafes in Singapore.

Abstract

This report conducts a study on the attributes that affect consumers’ choice of café. These attributes would be used to measure customer satisfaction. We hope to gain insights on the performance of the more popular cafes in Singapore in fulfilling customer needs. We attempt to rank these cafes on the basis of the data we collected from our research. Interviews with management of cafes and focus groups were conducted. We conducted two surveys to obtain the necessary data for this study.