AN EMPIRICAL STUDY TO DIAGNOSE THE OUTCOMES OF CUSTOMERS’ EXPERIENCES IN TRENDY COFFEE SHOPS

Halil Nadi̇ri̇

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Customer Service Quality and Loyalty Consumer Retail Behavior Studies Service and Product Innovation

Abstract

The purpose of this study is to analyse the influence of experiential marketing on young customers’ experiential values and respectively on their satisfaction and word of mouth and revisit intentions. An instrument was developed to measure how the strategic experiential module (Schmitt 1999) and service quality perceptions of customers influence their experiential values. Data were gathered through questionnaires conducted with 450 respondents to diagnose young customers’ experiences in Gloria Jean's Coffees shops in North Cyprus. The structural equation modelling through partial least square (PLS) method results were acceptable in terms of reliability and validity. The empirical results revealed that, some of the strategic experiential modules and service quality perceptions have positive influences on customer experiences (functional and emotional). Results also show that customers’ satisfaction can induce positive post purchase behaviour. The results, managerial implications, and suggestions for future research are discussed in detail.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1988On the Evaluation of Structural Equation Models 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2000Emerging adulthood: A theory of development from the late teens through the twenties.1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2001Consumer perceived value: The development of a multiple item scale

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