sking 200 customers to respond on their comments about coffee shop patronage experience in Hong Kong. Using factor analysis,six factors were identified:1.) Decoration and Physical environment,2.) Service;3.) Visual Attraction;4.) Drinks;5.) Product Display and sideboard;and 6.) Price.Three multiple regression equations were conducted to see how each post-purchase behavior can be related to these six factors.Recommendations were discussed with the aim to improve customers postpurchase behavior in the coffee shop business.