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Emerging trend of coffee cafe in Pakistan: factors affecting revisit intention

Emerging trend of coffee cafe in Pakistan: factors affecting revisit intention The global increase in coffee consumption has increased competition among cafes, generating the need to find ways of increasing customers’ revisit. Considering this backdrop, the purpose of this paper is to investigate the impact of authenticity, interpersonal justice and prior experience on customer’s revisit intention, taking involvement as a mediator.Design/methodology/approachThe data for this study were collected from 489 customers between April and July 2018 from an emerging coffee market. The customers were approached on a convenience basis and a questionnaire-based survey method was used to collect responses.FindingsThe data were analyzed using a two-stage structural equation modeling technique. The study noted authenticity, interpersonal justice and prior experience to not only have a direct impact on revisit intention but also having an indirect impact through involvement.Research limitations/implicationsThis study is cross-sectional in nature, which is the foremost limitation of the study. Findings of the study reveal some unexplored dimensions of managing customers’ revisit intention, thus leaving a valuable message for the management of coffee cafes.Originality/valueThis study highlights the importance of authenticity, interpersonal justice, prior experience and involvement with respect to the revisit intention of the customers, as literature is scant on these variables. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Emerging trend of coffee cafe in Pakistan: factors affecting revisit intention

British Food Journal , Volume 121 (9): 16 – Aug 1, 2019

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-12-2018-0805
Publisher site
See Article on Publisher Site

Abstract

The global increase in coffee consumption has increased competition among cafes, generating the need to find ways of increasing customers’ revisit. Considering this backdrop, the purpose of this paper is to investigate the impact of authenticity, interpersonal justice and prior experience on customer’s revisit intention, taking involvement as a mediator.Design/methodology/approachThe data for this study were collected from 489 customers between April and July 2018 from an emerging coffee market. The customers were approached on a convenience basis and a questionnaire-based survey method was used to collect responses.FindingsThe data were analyzed using a two-stage structural equation modeling technique. The study noted authenticity, interpersonal justice and prior experience to not only have a direct impact on revisit intention but also having an indirect impact through involvement.Research limitations/implicationsThis study is cross-sectional in nature, which is the foremost limitation of the study. Findings of the study reveal some unexplored dimensions of managing customers’ revisit intention, thus leaving a valuable message for the management of coffee cafes.Originality/valueThis study highlights the importance of authenticity, interpersonal justice, prior experience and involvement with respect to the revisit intention of the customers, as literature is scant on these variables.

Journal

British Food JournalEmerald Publishing

Published: Aug 1, 2019

Keywords: Food industry; Involvement; Authenticity; Revisit intention; Coffee in developing countries; Coffee trend in Pakistan

References