Level of Satisfaction, Service Quality, and Comfortable (Healthy) Atmosphere in Bajawa Flores, Tangerang: Grounded Theory Approach

The cafe and coffee shop industry in Indonesia is experiencing rapid growth, especially among young people looking for a place to socialize. One shop that stands out is Bajawa Flores in Karawaci, Tangerang, which offers more than just coffee, but also a fun social experience with the slogan "fun parties with coffee". This research aims to analyze the level of service satisfaction and comfortable (healthy) atmosphere which influence customer loyalty in Bajawa Flores. Grounded Theory was chosen as a research approach because of its flexibility in adaptive data collection, both through in-depth interviews and direct observation of customer experiences. This research found that the atmosphere created, from interior design to live music, plays an important role in increasing customer satisfaction and loyalty. Food quality, service and overall atmosphere are the main factors influencing visitor satisfaction. In the midst of intense competition, Bajawa Flores needs to focus not only on customer satisfaction, but also on factors that build customer loyalty. This research is expected to provide useful recommendations for Bajawa Flores management to improve services and understand customer preferences and expectations, so that they can strengthen their business position and increase revenue.