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

Abstract

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.

Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

“…Our findings highlight that theoretically and empirically assumed relations are supported, and investment in CSR positively influences the perceptions (SQ), attitudes (AC) and behavior (CCB). The investigation thus answers the calls offered by past studies (e.g., [4,15,17,19]). The attitudinal and behavioral outcomes have also been invited in the past, e.g., [25].…”

“…With the increased competition in the food industry, it has become imperative for management to generate loyal customers who not only attend the restaurants they own but also create more loyal customers, thus increasing the value of customer citizenship behavior for restaurants [4]. Thus, CCB holds an augmented value for emerging restaurants and the food industry.…”

“…This has made fast food an attractive industry and more than 1000 large scale food processing firms are currently operating in Pakistan [3]. The increased competition has made it challenging to attract and retain customers [4]. CCB.…”

“…It is thus to believe that management actions may positively influence CCB. Islam et al [4] have also highlighted the value of studies that focus on the factors that increase the Word of Mouth (WOM) of customers, which is one of the considerations of CCB. Based on this premise, we assumed that corporate social responsibility (CSR) investments done by management may positively influence CCB.…”

“…It also adds value in the existing literature by offering a novel explanatory mechanism between CSR and CCB through service quality perceptions and affective commitment. Additionally, it provides empirical evidence from a developing country, as it is often found that there is limited literature available covering empirical results from these countries [4]. Yet another valuable contribution of the study is based on the fact that this study investigates both organizational and individual (perceptual, attitudinal and behavioral) level variables as determinants of CCB.…”