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An exploratory study of the experiencescape dimensions and customer revisit intentions for specialty urban coffee shops

An exploratory study of the experiencescape dimensions and customer revisit intentions for specialty urban coffee shops

Opoku, Emmanuel Kwame, Tham, Aaron, Morrison, Alastair ORCID: 0000-0002-0754-1083 and Wang, Mei-jung Sebrina (2022) An exploratory study of the experiencescape dimensions and customer revisit intentions for specialty urban coffee shops. British Food Journal. ISSN 0007-070X (doi:https://doi.org/10.1108/BFJ-04-2022-0361)

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Abstract

Abstract
Purpose –The main aim of this research was to explore specialty coffee experience dimensions and what drives revisit intentions through experiencescapes. The theoretical framework on experience co-creation in food and wine consumption by Carvalho et al. (2021) was employed to explore the dimensions of specialty coffee shop experiences and specialty coffee consumer revisit intentions.
Design/methodology/approach– Using the interpretivist epistemology, this research explored these factors from the perspectives of customers, coffee shop baristas, and managers and owners to better understand consumer behaviour in the context of urban coffee shops. In-depth interviews were employed to collect data to obtain first-hand, emic perspectives
Findings – The notion of specialty coffee and its experiencescape were examined in the context of a region of tea-dominated landscapes. This research highlighted the significance of baristas as agents of coffee connoisseurship, being able to introduce the beans and the art of coffee making to customers in active ways. The findings amplified that olfactory encounters triggering a myriad of senses are crucial to the specialty coffee experiencescape.
Originality/value - This is among the first studies to explore the driving factors for customer visits and revisit intentions to urban coffee shops. The findings point to greater sophistication and engagement in-person and online for urban coffee shops. More importantly, the olfactory encounters differed for solo and group customers.

Item Type: Article
Uncontrolled Keywords: coffee shop; experiencescape; revisit intentions; urban tourism; Taiwan
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Marketing Research Group (MRG)
Last Modified: 25 Nov 2022 10:26
URI: http://gala.gre.ac.uk/id/eprint/37168

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