Abstract:

In recent years, both in the world and in our country, coffee have become the center of popular consumption culture. These are often preferred by the "young" consumer group with the fast relationship and affordable prices they offer. This young consumer group is among the current research subjects in terms of marketing and consumer behavior and is called the Generation Z consumers. The purpose of the study is to study the effects of quality of service and customer satisfaction on the intention of re-buy in individuals of generation Z. According to the purpose of the study, a survey was carried out on the 621 Z generation consumer who bought products from two Starbucks coffee stores located in the centre of Çanakkale. The data obtained from the surveys is SmartPLS 3.3.3. It is analyzed using the statistical package program. The research has found that the quality of service has a positive impact on customer satisfaction and the intention to buy again. Similarly, it has been found that customer satisfaction also positively affects the intention to buy again and plays a mediation role in the relationship between the quality of service and the intention to buy again.

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