DefinePK

Abstract

This study explores how different aspects of customer experience such as Sensory, Affective, Behavioural, Intellectual, Digital and sustainability elements affect customer satisfaction & advocacy. The topic of customer experience has gained significant importance in recent years because it not only focuses on what businesses provide but also on how customers feel, think, and react during and after their interaction with a service. Although our study focuses on a specific group (the young generation in Pakistan), it still aligns with the original study by aiming to understand how experience-driven satisfaction can influence future behaviour like recommending the café or coming back again. The young generation is considered highly active, socially engaged, and responsive to experiences that combine both quality and emotional attachment, which makes them an important group for this kind of research.A structured questionnaire was used to collect data from 50 participants, focusing on aspects such as coffee quality, ambiance, service, and emotional connection. These variables were carefully selected because they reflect both the tangible and intangible elements of customer experience. The findings suggest that behavioural & affective, intellectual & digital experiences strongly influence customer satisfaction. This indicates that customers value not only the product but also how it is delivered, how it connects to their emotions, and how digital elements enhance convenience.These insights help better understand small businesses what drives customer behaviour, enabling them to create more meaningful experiences and develop effective marketing strategies. By focusing on these elements, cafés and similar businesses can strengthen customer loyalty, satisfaction, and advocacy.