IJODHI Published Article Details

Abstract Coffee shops are increasingly critical social spaces where people navigate ideas of belonging, emotional support, and regular routines. This study analyzed the social and emotional dimensions of coffee shop culture in Himamaylan City, Philippines, through the stories of ten regular customers of Ian's Coffee Shop. Using a qualitative approach and a narrative inquiry, participants were selectively selected through criteria of loyalty and were interviewed with semi-structured protocols, further informed through observational research on each setting to enrich contextual understanding. The data were coded through thematic clustering and narrative re-storying to discern repeated themes in interviews and motivations for customer presence. Results showed that discussions at the café were framed around four major themes: academic life, gossip and informal chats, family and personal matters, and issues of the community. Influencing customer patronage were the ambiance and quietude, the quality and taste of coffee, and social encounters marked by the warmth and friendliness of personnel. These themes demonstrate that coffee shops exist as more than just business operations but also as third places that promote social connection, emotional fitness, and informal learning possibilities. The research contributes to hospitality and cultural studies through locating third-place theory in a Philippine provincial context and extending the current literatures of place attachment, ambiance, and relational hospitality. Practical contributions reflect the importance of ambiance architecture, product quality, and personnel training as mechanisms of customer loyalty cultivation, while community-level insights note cafés as community and emotional infrastructures.