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

Abstract

PurposeThe 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/approachUsing 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.FindingsThe 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/valueThis 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 customer.

Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan

“…This outcome lends greater nuances within contexts of consumption in Samoggia and Riedel's (2018) framework, suggesting the social elements associated with specialty coffee consumption. The findings also alluded to the notion of conspicuous consumption, where participants showed off their experiences at specialty coffee cafes on social networks (Opoku et al, 2023;Xu and Ng, 2023).…”

“…Just as Spinelli et al (2017) explicate the relevance of coffee in terms of its "social ritual", Opoku et al (2023) found that coffee provides both human-to-human engagement opportunities as well as solo destination experience to consumers. Hence, Opoku et al (2023) echo Richelieu and Korai, (2014) assertion that coffee consumption is underpinned by two modes which are private consumption and its social value of bringing people together. Paradoxically, Opoku et al (2023) and Richelieu and Korai (2014) provide a nuanced understanding of the complexities that surround coffeescape scholarship by unpacking factors that inform its consumption, these studies have their inherent weaknesses in terms of their sample frame and necessitate the need for this current study which specifically target Gen-Z consumers cohort.…”

“…The drinking of coffee carries with it a status symbol, experience and way of life. Tellingly, specialty coffee has emerged as a new way of conspicuous coffee consumption (Chang and Spierings, 2023; Opoku et al , 2023). What distinguishes specialty coffee from other varieties of coffee is primarily based on differentiation, quality and value-added considerations (Sepulveda et al , 2016).…”

“…Specialty coffee has gained popularity in coffeescape scholarship as it has revolutionised customer experiential dynamics (Opoku et al , 2023). Hence, a plethora of studies have been done to unpack and dissect different aspects of coffee scholarship.…”

“…Hence, a plethora of studies have been done to unpack and dissect different aspects of coffee scholarship. These extant studies include but are not limited to exploring experiencescape dimensions and revisiting intentions (Opoku et al , 2023); factors influencing consumer experiences of specialty coffee (Carvalho and Spence 2019, 2021; de Sousa et al , 2020; Liu et al , 2019; Wann et al , 2018; Wei et al , 2019); consumer preference for locally grown specialty coffee (Wann et al , 2018); and profiling of Brazilian specialty coffee consumer (Guimaraes et al , 2019). Though the bulk of extant literature provides a nuanced understanding of the emerging research stream on specialty coffeescape, an apparent lacuna and research paucity exist concerning socio-cultural contexts and economic indicators (e.g.…”