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

Purpose 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...

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Bibliographic Details
Published in:British food journal (1966) 2019-09, Vol.121 (9), p.2132-2147
Main Authors: Islam, Talat, Ahmed, Ishfaq, Ali, Ghulam, Ahmer, Zeshan
Format: Article
Language:English
Subjects:
Authenticity
Behavior
Broadcasting industry
Caffeine
Coffee
Coffee industry
Consumption
Customer services
Customers
Developing countries
Employees
Food
Hotels & motels
Hypotheses
Industrialized nations
LDCs
Perceptions
Tourism
Trends
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Summary:Purpose 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/approach The 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. Findings The 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/implications This 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/value This 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.
ISSN:0007-070X
1758-4108
DOI:10.1108/BFJ-12-2018-0805