Purpose – The purpose of this study is to investigate empirically how the determinant attributes of coffee quality, service, food and beverage, and extra benefits influenced customer‐perceived value in the coffee outlet industry. Design/methodology/approach – A self‐administrated questionnaire was distributed to 834 respondents from chain and independent coffee outlets for the study. Multiple regression analysis was used to identify which factors of determinant attributes of service quality influenced customer‐perceived value. Findings – The study found that factors of determinant attributes of service quality significantly influenced functional and symbolic dimensions of perceived value with the former being related with coffee quality, service, and food and beverage, whereas the latter is positively related with coffee quality, food and beverage, and extra benefits. Practical implications – The paper bears significant theoretical and practical results. Theoretically, determinant attributes of service quality can enhance not only functional value but also symbolic value, ignored in previous value‐based research. It is believed that perceived value should be considered as a base in designing determinant attributes of service quality. Practically, it is imperative for marketers to gain a thorough understanding of the consumption experience of their customers by enhancing value perceptions in terms of determinant attributes of service quality. Originality/value – The study challenges the existing literature by identifying how customers perceived function and symbolic values based on determinant attributes of service quality offered in the coffee outlet industry.
International Journal of Contemporary Hospitality Management – Emerald Publishing
Published: Jun 1, 2010
Keywords: Coffee; Shops; Customer services quality; Value added; Customer satisfaction; Australia
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