(1) Enhancing Consumers’ Perceived Value and Tendency for Return Shopping
The research found that staff quality at chain budget coffee shops greatly influences customers’ recognized value
and tendency to make purchases. Therefore, in order to increase consumers’ tendencies for future purchases, the
very first change that needs to be made should be in staff training. Professionalism of the staff will directly affect
consumers’ acknowledgement of the particular store, and the staff’s attitudes will also reflect on consumer manners.
Consequently, budget coffee shop chains need to be brought to the next level: training should be given to all staff
from the entry level to the managerial level, so that significant sales performance would be shown in the respective
chains. For all consumers, the professional quality of the service staff is most important in serving the customers .