HEDONİK DEĞER ve SOSYAL ETKİLEŞİMİN KAHVE DÜKKÂNI DENEYİMİNE ve MUTLULUĞA ETKİSİ

Abstract

Kahve tüketiminin oldukça yaygın olduğu ülkelerde kahvenin ev dışı tüketimi de yüksek olduğu için artan talep kahve dükkânlarının ortaya çıkmasına sebebiyet vermiştir. Özellikle Z kuşağı olarak adlandırılan nesil tarafından sıklıkla tercih edilen kahve dükkânlarında iyi hizmet sunmaya odaklanılmakla birlikte dükkânın ambiyansı üzerine düşünülmekte ve sıradan olmayan tasarımlar benimsenmektedir. Tüketiciler artık salt hizmet sunumu yerine kendilerine farklı bir ambiyans sunan ve hoş deneyimler sağlayan ortamlarda hizmet almayı tercih etmektedir. Bu araştırmada hedonik değer ve sosyal etkileşimin kahve dükkânı deneyimine ve mutluluğa etkisinin incelenmesi amaçlanmıştır. Bu amaç doğrultusunda çalışmada kolayda örnekleme yöntemi kullanılmıştır. Elde edilen veriler anket tekniği kullanılarak toplanmıştır. Çalışmanın örneklemini Kastamonu’daki yeni nesil kahve dükkânlarını ziyaret eden kahve tüketicileri oluşturmaktadır. Bu kapsamda anket 384 katılımcıya uygulanmıştır. Araştırmanın sonucuna göre hedonik değerin kahve dükkânı deneyimini pozitif yönlü etkilediği tespit edilmiştir. Sosyal etkileşimin kahve dükkânı deneyimini, kahve dükkânı deneyiminin ise mutluluğu etkilediği saptanmıştır. Ayrıca hedonik değer ile yaş arasında, sosyal etkileşim ile medeni durum arasında, kahve dükkânı deneyimi ile hem medeni durum hem de yaş ile arasında, mutluluk ile yaş ve eğitim seviyesi arasında zayıf düzeyde pozitif ilişki tespit edilmiştir.

Keywords

• Hedonik değer
• Sosyal Etkileşim
• Kahve Dükkânı Deneyimi
• Mutluluk

THE IMPACT OF HEDONIC VALUE AND SOCIAL INTERACTION ON COFFEE SHOP EXPERIENCE AND HAPPINESS

Abstract

In countries where coffee consumption is quite common, out-of-home coffee consumption is also high, leading to increased demand and the emergence of coffee shops. In coffee shops, which are frequently preferred by the generation referred to as Generation Z, the focus is on providing good service, but the ambiance of the shop is considered and unusual designs are adopted. Instead of offering a standart service delivery, consumers now prefer to receive services in environments that offer them a dinstictive ambiance and pleasant experiences. This study aims to examine the effects of hedonic value and social interaction on coffee shop experience and happiness. For this purpose, the study used the convenience sampling method. The data was collected using the survey technique. The sample of the study consists of coffee consumers visiting new-generation coffee shops in Kastamonu. In this context, the survey was applied to 384 participants. According to the results of the study, it was determined that hedonic value positively affects the coffee shop experience. Furthermore, it is seen that social interaction affects the coffee shop experience and the coffee shop experience, in turn, affects happiness. Additionally, a weak positive relationship was found between hedonic value and age, social interaction and marital status, coffee shop experience and both marital status and age, and between happiness and both age and education level.

Keywords

• Hedonic value
• Social Interaction
• Coffee Shop Experience
• Happiness

References

1. Ailudin, M. ve Sari, D. (2019). Pengaruh customer experience Terhadap Minat Beli Ulang (Studi Pada Pelanggan One Eighty Coffee Bandung), e-Proceeding of Management, 6(1), 1050-1057.
2. Albayrak, T., Karasakal, S., Kocabulut, Ö., & Dursun, A. (2020). Customer loyalty towards travel agency websites: The role of trust and hedonic value. Journal of Quality Assurance in Hospitality & Tourism, 21(1), 50-77. https://doi.org/10.1080/1528008X.2019.1619497.
3. An, S., & Zhang, J. (2019). The effects of Chinese coffee shop customers' happiness on continuous usage intention. The Journal of Industrial Distribution & Business, 10(3), 25-33.
4. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. ht.tps://doi.org/10.1086/209376.
5. Bae, J. H., & Jeon, H. M. (2022). Exploring the relationships among brand experience, perceived product quality, hedonic value, utilitarian value, and brand loyalty in unmanned coffee shops during the COVID-19 Pandemic. Sustainability, 14(18), 11713. https://doi.org/10.3390/su141811713.
6. Basaran, U., & Buyukyilmaz, O. (2015). The effects of utilitarian and hedonic values on young consumers satisfaction and behavioral intentions. Eurasian Journal of Business and Economics, 8(16), 1-18. https://doi.org/ 10.17015/ejbe.2015.016.01.
7. Bayındır, M. S., Bayındır, B. ve Önçel, S. (2020). X, Y ve Z kuşağı tüketicilerin kahve dükkanlarını tercih etme alışkanlıklarının incelenmesi. Türk Turizm Araştırmaları Dergisi, 4(4): 3949-3963.
8. Bentham, J. (1996). The collected works of jeremy Bentham: An introduction to the principles of morals and legislation. Clarendon Press.

9. Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. https://doi.org/10.1177/002224299205600205.
10. Butcher, K., & Chomvilailuk, R. (2022). Guest benefits of hedonic value and perceived community value drive hotel CSR participation. Journal of Sustainable Tourism, 30(6), 1262-1279. https://doi.org/10.1080/09669582.2021.1931255.
11. Büyüköztürk, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram ve Uygulamada Eğitim Yönetimi, 32: 473-474.
12. Cankül, D., Kurt, A., & Kızıltaş, M. Ç. (2021). Hedonik ve faydacı değerlerin tüketici tatmini ve davranışsal niyetlere etkisi: Etnik restoranlar örneği. Gastroia: Journal of Gastronomy And Travel Research, 5(3), 522-539.
13. Carr, N. (2002). A Comparative Analysis of the behaviour of domestic and international young tourists. Tourism Management, 23(3), 321-325. https://doi.org/10.1016/S0261-5177(01)00089-9.
14. Carù, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267-286. https://doi.org/10.1177/14705931030032004.
15. Czarniecka-Skubina, E., Pielak, M., Sałek, P., Korzeniowska-Ginter, R., & Owczarek, T. (2021). Consumer choices and habits related to coffee consumption by poles. International Journal of Environmental Research and Public Health, 18(8), 3948. https://doi.org/10.3390/ijerph18083948.
16. De Jaegher, H., Di Paolo, E., & Gallagher, S. (2010). Can social interaction constitute social c-cognition?. Trends in Cognitive Sciences, 14(10), 441-447.
17. de Sousa, M. M.M, Carvalho, F. M., & Pereira, R. G.F.A (2020). Colour and shape of design elements of the packaging labels influence consumer expectations and hedonic judgments of specialty coffee. Food Quality and Preference, 83, 103902. https://doi.org/10.1016/j.foodqual.2020.103902.
18. Dedeoglu, B. B., Bilgihan, A., Ye, B. H., Buonincontri, P., & Okumus, F. (2018). The impact of servicescape on hedonic value and behavioral intentions: The importance of previous experience. International Journal of Hospitality Management, 72, 10-20. https://doi.org/10.1016/j.ijhm.2017.12.007.
19. Diener, E. D., Emmons, R. A., Larsen, R. J., & Griffin, S. (1985). The satisfaction with life scale. Journal of Personality Assessment, 49(1), 71-75. https://doi.org/10.1207/s15327752jpa4901_13.
20. Eusébio, C., Carneiro, M. J., & Caldeira, A. (2016). A structural equation model of tourism activities, social interaction and the impact of tourism on youth tourists' qol. International Journal of Tourism Policy, 6(2), 85-108. https://doi.org/10.1504/IJTP.2016.077966.
21. Feriyanto, F. N., & Briliana, V. (2022). Mempertahankan loyalitas Penikmat Kopi melalui trust, satisfaction, value, happiness dan brand image. Media Bisnis, 14(2), 145-158.
22. Filep, S., & Deery, M. (2010). Towards a picture of tourists' happiness. Tourism Analysis, 15(4), 399-410. https://doi.org/10.3727/108354210X12864727453061.
23. Gillet, S., Schmitz, P., & Mitas, O. (2016). The snap-happy tourist: The effects of photographing behavior on tourists’ happiness. Journal of Hospitality & Tourism Research, 40(1), 37-57. https://doi.org/10.1177/1096348013491606.
24. Gökçe, Ş. (2007). Sosyal etkileşimi geliştirecek peyzaj tasarımı üzerine bir araştırma: Çukurambar Mahallesi örneği. Ankara Üniversitesi Fen Bilimleri Enstitüsü, Yayınlanmış Yüksek Lisans Tezi, Ankara
25. Gremler, D. D., & Gwinner, K. P. (2000). Customer-employee rapport in service relationships. Journal of Service Research, 3(1), 82-104. https://doi.org/10.1177/109467050031006.
26. Ha, J., & Jang, S. S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International journal of hospitality management, 29(3), 520-529. https://doi.org/10.1016/j.ijhm.2009.12.005
27. Haifa, B. M., Suhud, U., & Aditya, S. (2021). Predicting custemer satisfaction and intention to revisit at local coffee shop with industrial concept in Jakarta. Jelajah: Journal of Tourism and Hospitality, 3(2), 50-61.
28. Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2009). Multivariate data analysis (Yedinci baskı). ABD: Prentice Hall
29. Hapsari, A. Y., & Anwar, T. A. (2022, February). Experiential marketing, product diversity, and location to the decision to make a reservation at Al&Co Coffee Shop. In International Conference on Economics, Management and Accounting (ICEMAC 2021) (pp. 109-113). Atlantis Press.
30. Hekimoğlu, G. (2024). Örnek olay: Starbucks’taki akademisyen. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 33(2), 704-719.
31. International Coffee Organization (ICO) (2022a). Historical data on the global coffee trade, total production https://ico.org/historical/1990%20onwards/PDF/1a-total-production.pdf Erişim Tarihi: 08.12.2022- 07.06.2025.
32. International Coffee Organization (ICO) (2022b). Historical data on the global coffee trade, imports https://ico.org/historical/1990%20onwards/PDF/2b-imports.pdf Erişim Tarihi: 08.12.2022-07.06.2025.
33. Jiang, Z., & Tu, H. (2022). Does sincere social interaction stimulate tourist immersion? A conservation of resources perspective. Journal of Travel Research, 62(2) 469–487. https://doi.org/10.1177/00472875211067549.
34. Jiao, H., Wong, I. A., & Lin, Z. (2024). Understanding customer multi-interactions, trust, social support and voluntary performance in smart restaurants. Journal of Hospitality and Tourism Technology, 15(5), 717-736.
35. Kambiz, H. H., & Saber, P. R. (2013). Investigation of the effects of hedonic value and utilitarian value on customer satisfaction and behavioural intentions. African Journal of Business Management, 7(11), 818-825. DOI: 10.5897/AJBM11.728.
36. Kazakeviciute, A., & Banyte, J. (2012). The relationship of consumers ‘perceived hedonic value and behavior. Engineering Economics, 23(5), 532-540. https://doi.org/10.5755/j01.ee.23.5.1975.
37. Kırcı, D. Ö. H. (2014). Hedonik tüketim davranışları ve toplumsal etkileri. Paradoks Ekonomi Sosyoloji ve Politika Dergisi, 10(1), 80-100.
38. Kim, H. S., & Choi, B. (2016). The effects of three customer-to-customer interaction quality types on customer experience quality and citizenship behavior in mass service settings. Journal of Services Marketing. 30(4), 384-397.
39. Kusmarini, R. A., Sumarwan, U., & Simanjuntak, M. (2020). The effect of atmosphere perception, perceived value, and hedonic value on consumer loyalty through the service quality of Warunk Upnormal. Indonesian Journal of Business and Entrepreneurship (IJBE), 6(1), 53-53. DOI: https//doi.org/10.17358/ijbe.6.1.53.
40. Lee, H., Lee, J., Chung, N., & Koo, C. (2018b). Tourists’ happiness: Are there smart tourism technology effects?. Asia Pacific Journal of Tourism Research, 23(5), 486-501. https://doi.org/10.1080/10941665.2018.1468344.
41. Lee, W. S., Moon, J., & Song, M. (2018a). Attributes of the coffee shop business related to customer satisfaction. Journal of Foodservice Business Research, 21(6), 628-641. https://doi.org/10.1080/15378020.2018.1524227.
42. Lee, Y. K., Lee, C. K., Lee, W., & Ahmad, M. S. (2021). Do hedonic and utilitarian values increase pro-environmental behavior and support for festivals?. Asia Pacific Journal of Tourism Research, 26(8), 921-934. https://doi.org/10.1080/10941665.2021.1927122.
43. Lim, W. M., Jee, T. W., Loh, K. S., & Chai, E. G. C. F. (2020). Ambience and social interaction effects on customer patronage of traditional coffeehouses: Insights from Kopitiams. Journal of Hospitality Marketing & Management, 29(2), 182-201. https://doi.org/10.1080/19368623.2019.1603128.
44. Lin, H., Zhang, M., Gursoy, D., & Fu, X. (2019). Impact of tourist-to-tourist interaction on tourism experience: The mediating role of cohesion and intimacy. Annals of Tourism Research, 76, 153-167. https://doi.org/10.1016/j.annals.2019.03.009.
45. Lin, I. Y., & Mattila, A. S. (2010). Restaurant servicescape, service encounter, and perceived congruency on customers' emotions and satisfaction. Journal of Hospitality Marketing & Management, 19(8), 819-841. https://doi.org/10.1080/19368623.2010.514547.
46. Loureiro, S. M. C., Breazeale, M., & Radic, A. (2019). Happiness with rural experience: Exploring the role of tourist mindfulness as a moderator. Journal of Vacation Marketing, 25(3), 279-300. https://doi.org/10.1177/1356766719849975.
47. Mamonto, A., Lapian, J. ve Tielung, M. V. J. (2020). The analysis of customer retention and customer’s emotional experience in local coffee shop (Case Study of Nomad Coffee Shop), Jurnal EMBA, 8(1), 371-380.
48. Ma'sum, A., & Gunawan, M. (2019). Coffee shop as a third place for high school students in Rembang. In International Conference on Rural Studies in Asia (ICoRSIA 2018) (pp. 54-57). Atlantis Press.
49. Miao, L., Lehto, X., & Wei, W. (2014). The hedonic value of hospitality consumption: Evidence from spring break experiences. Journal of Hospitality Marketing & Management, 23(2), 99-121. https://doi.org/10.1080/19368623.2013.766582.
50. Mujcic, R., & J. Oswald, A. (2016). Evolution of well-being and happiness after increases in consumption of fruit and vegetables. American journal of public health, 106(8), 1504-1510.
51. Mukuan, Z. E., Worang, F. G. ve Tielung, M. V. J. (2022). The influence of customer experience and brand image on customer satisfaction in esspecto coffee Tondano, Jurnal EMBA, 10(1), 1458-1466. https://doi.org/10.35794/emba.v10i1.39491.
52. Nadiri, H., & Gunay, G. N. (2013). An empirical study to diagnose the outcomes of customers’ experiences in trendy coffee shops. Journal of Business Economics and Management, 14(1), 22-53. https://doi.org/10.3846/16111699.2011.631742.
53. Nejati, M., & Moghaddam, P. P. (2013). The effect of hedonic and utilitarian values on satisfaction and behavioural intentions for dining in fast-casual restaurants in Iran. British Food Journal, 115(11), 1583-1596.
54. Nitasari, S. A., & Suasana, I. G. A. K. G. (2021). Effect of utilitarian and hedonic value on Starbucks coffee customer satisfaction in Denpasar, Bali, Indonesia. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(3), 53-57.
55. Oldenburg, R. (1999) The great good place: Cafés, coffee shops, community centers, beauty parlors, general stores, bars, hangouts, and how they get you through the day. New York: Paragon House Publishers.
56. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy (Vol. 76, No. 4, pp. 97-105). Harvard Business Review Press.
57. Pine, B. J., & Gilmore, J. H. (2013). The experience economy: past, present and future. In Handbook on the experience economy (pp. 21-44). Edward Elgar Publishing.
58. Ponsignon, F., Lunardo, R., & Michrafy, M. (2021). Why are international visitors more satisfied with the tourism experience? The role of hedonic value, escapism, and psychic distance. Journal of Travel Research, 60(8), 1771-1786. https://doi.org/10.1177/0047287520961175.
59. Rampengan, S. T., Tumbuan, A. J., & Gunawan, E. M. (2020). Customer experience and customer loyalty: A quantitative analysis in Starbuks Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 8(3), 193-202.
60. Recamadas, H. K. (2018). A path analysis of customer loyalty of Homegrown Coffee Shops in Davao Region, Journal of Administrative and Business Studies JABS, 4(4), 185-195.
61. Ryu, K., & Jang, S. (2008). DINESCAPE: A scale for customers' perception of dining environments. Journal of Foodservice Business Research, 11(1), 2-22. https://doi.org/10.1080/15378020801926551.
62. Ryu, K. ve Han, H.S. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction in quick-casual restaurants: Moderating role of perceived price. Journal of Hospitality & Tourism Research, Vol:34, No:3, 310-29. https://doi.org/10.1177/1096348009350624
63. Ryu, K., Han, H., & Jang, S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416-432.
64. Saey, S., & Fross, K. (2015). The third place experience in urban and rural coffee shops. In SOfIA Undergraduate Research Colloquium, 6, 171-177.
65. Sathish, A. S. ve Venkatesakumar, R. (2011). Coffee experience and drivers of satisfaction, loyalty in a coffee outlet- with special reference to “café coffee day”, The Journal Contemporary Management Research, 5(2), 1-13.
66. Senjaya, V., Semuel, H. ve Dharmayanti, D. (2013). Pengaruh customer experience quality Terhadap customer satisfaction & customer loyalty Di Kafe Excelso Tunjungan Plaza Surabaya: Perspektif B2C, Jurnal Manajemen Pemasaran Petra, 1(1), 1-15.
67. Silanoi, T., Meeprom, S., & Jaratmetakul, P. (2022). Consumer experience co-creation in speciality coffee through social media sharing: Its antecedents and consequences. International Journal of Quality and Service Sciences, 14(4), 576-594.
68. Sjølie, E., Espenes, T. C., & Buø, R. (2022). Social interaction and agency in self-organizing student teams during their transition from face-to-face to online learning. Computers & Education, 189, 104580, 1-12. https://doi.org/10.1016/j.compedu.2022.104580.
69. Song, H., Altinay, L., Sun, N., & Wang, X. L. (2018). The influence of social interactions on senior customers’ experiences and loneliness. International Journal of Contemporary Hospitality Management, 30(8), 2773-2790.
70. Sop, S. A., Günaydın, Y., & Kozak, M. (2023). Turist-turist etkileşimi: Her şey dahil otel örneği. Güncel Turizm Araştırmaları Dergisi, 7(1), 84-105. https://dx.doi.org/10.32572/guntad.1143987.
71. Steptoe, A. (2019). Happiness and health. Annu Rev Public Health, 40(1), 339-359.
72. Sučić, I., Brkljačić, T., Lipovčan, L. K., Glavak-Tkalić, R., & Lučić, L. (2019). Happy treat: Food and drink as important parts of daily life and happiness. Gastronomica, 19(3), 79-92.
73. Tandaju, F. J., Saerang, D. P. E. ve Tielung, M. (2019). Analysis of customer experience quality at Verel Bakery & Coffee Shop Manado, Jurnal EMBA, 7(4), 5398-5406. https://doi.org/10.35794/emba.v7i4.26243.
74. Tariyal, A., Bisht, S., Rana, V., Roy, S., & Pratap, S. (2022). Utilitarian and hedonic values of eWOM media and online booking decisions for tourist destinations in India. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 137. https://doi.org/10.3390/joitmc8030137
75. Tavşancıl, E. (2006) Tutumların ölçülmesi ve SPSS ile veri analizi (3. Basım). Ankara: Nobel Yayın Dağıtım
76. Türk Dil Kurumu. (1932). Türkçe sözlük. (Genişletilmiş baskı). Ankara: TDK.
77. Tran Xuan, Q., Van Dang, M., & Tournois, N. (2020). The role of servicescape and social interaction toward customer service experience in coffee stores. The case of Vietnam. International Journal of Culture, Tourism and Hospitality Research, 14(4), 619-637.
78. Tran Xuan, Q., Dang Van, M., & Tournois, N. (2022). The effects of café servicescape on employee job satisfaction-centered on social interaction, job experience and emotional experience: A study in Vietnam. Journal of Human Resources in Hospitality & Tourism, 21(2), 197-225. https://doi.org/10.1080/15332845.2022.2031607.
79. Vanharanta, H., Kantola, J., & Seikola, S. (2015). Customers’ conscious experience in a coffee shop. Procedia Manufacturing, 3, 618-625. https://doi.org/10.1016/j.promfg.2015.07.283.
80. Veenhoven, R. (2000). The four qualities of life. Journal of happiness studies, 1(1), 1-39.
81. Wang, C. L., Chen, Z. X., Chan, A. K., & Zheng, Z. C. (2000). The influence of hedonic values on consumer behaviors: An empirical investigation in China. Journal of Global Marketing, 14(1-2), 169-186. https://doi.org/10.1300/J042v14n01_09.
82. Waris, A. (2021). The impact of utilitarian value, hedonic value, and brand image of modern coffee shop city of Malang on customer satisfaction. Jurnal Ekonomi & Bisnis JAGADITHA, 8(2), 172-178.
83. Xue, K., Wang, L., Gursoy, D., & Song, Z. (2021). Effects of customer-to-customer social interactions in virtual travel communities on brand attachment: The mediating role of social well-being. Tourism Management Perspectives, 38, 100790. https://doi.org/10.1016/j.tmp.2021.100790.
84. Yapp, E. H., & Tohari, B. W. A. (2021). Assessing the determinants of customer happiness and customer loyalty in fast-food restaurant. International Journal of Sustainable Strategic Management, 9(2), 123-138.
85. Yılmaz, İ. (2010). Antioksidan içeren bazı gıdalar ve oksidatif stres. Journal of Turgut Ozal Medical Center, 17 (2), 143-154.