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n Management Dynamics : Journal of the Southern African Institute for Management Scientists - The coffee shop dining experience and customer loyalty intentions : brewing the perfect blend

Volume 27 Number 4
  • ISSN : 1019-567X
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Abstract

The emergence of a ‘coffee culture’ in South Africa has intensified competition among coffee shops, thus imposing the need to ensure customer loyalty. A memorable dining experience is an important antecedent of customer loyalty, but its multifaceted nature complicates its management. Moreover, how exactly coffee shop owners and managers can leverage a memorable dining experience to foster customer loyalty remains elusive. Against this background, this study proposes a model for fostering loyalty intentions of coffee shop customers based on the stimulus-organism-response (S-O-R) framework. The data that were collected from 289 respondents who had recently patronised a coffee shop, were analysed using covariance-based structural equation modeling (CB-SEM). The results indicate that a coffee shop customer’s dining experience is a second-order construct that consists of service quality, food quality, atmosphere, and social connectedness, each of which contribute to coffee shop customers’ dining experience to different degrees. The study found that the dining experience directly influences customer satisfaction and positive consumption emotions, and that customer satisfaction mediates the relationship between coffee shop customers’ dining experience and their loyalty intentions. Apart from contributing to scholars’ understanding of the implementation of the S-O-R framework in a coffee shop context, this study also suggests how coffee shop owners and managers can prioritise their resources to craft a memorable dining experience and secure customer loyalty.

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/content/journal/10520/EJC-139fb0ca94
2018-12-01
2019-03-24

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