Examining The Chain of Quality, Perceived Value, Satisfaction, and Loyalty from The Perspective of Experiential Consumption: Third Wave Coffee Consumption

Yıl 2023, Cilt: 14 Sayı: 1, 294 - 310, 01.02.2023

Onur İzmir Elif Eroglu-hall Nurdan Sevim

Öz

Coffee is an agricultural and industrial product attributed to different values in the world economy and in many societies as a consumption ritual. Coffee is a cultural code with different consumption styles and meanings that vary according to society. In addition, coffee is an opportunity for commercial gain, especially for undeveloped and developing countries with tropical climates. Coffee, which has long been consumed as a cheap and mass product, is undergoing a change in terms of its value in the market and is being transformed into an expensive and qualified product by third-wave coffee shops. This study aims to identify the factors that are effective in forming experiential loyalty in the third-wave coffee sector. In this study, the relationship chain among quality, perceived value, satisfaction, and loyalty that shape consumer behavior is examined from the perspective of experience, which is of great importance in the third-wave coffee business. The proposed research model was tested using PLS-SEM with data collected through convenience sampling. The findings of the study indicate that experiential quality and perceived value have significant effects on the creation of experiential satisfaction and loyalty towards third-wave coffee shops. While the basic benefits of coffee, which is sold at cheap prices as a mass product in the first and second-wave coffee chains, are at the forefront as a goods-service mix, it has been found that the experience factor comes to the fore in making it a quality product in third wave coffee shops. Therefore, to be successful in the coffee sector and to turn mass product coffee into a specialty product, within the scope of the findings of this study it is recommended to third wave coffee shops to emphasize the element of experience and to offer goods and services by differentiating it from competitors through creative methods.

Anahtar Kelimeler

Üçüncü dalga kahvecilik, Deneyimsel tüketim, Sadakatin öncülleri, Kahvecilik sanatı

Deneyimsel Tüketim Bakış Açısıyla Kalite, Algılanan Değer, Tatmin ve Sadakat Zincirinin İncelenmesi: Üçüncü Dalga Kahve Tüketimi

Öz

Kahve, dünya ekonomisinde ve bir tüketim ritüeli olarak birçok toplumda farklı değerler atfedilen tarımsal ve endüstriyel bir üründür. Kahve toplumlara göre değişen farklı tüketim tarzları ve anlamları olan adeta kültürel bir koddur. Ayrıca, kahve özellikle tropikal iklime sahip gelişmemiş ve gelişmekte olan ülkeler için ise ticari bir kazanç fırsatıdır. Uzun zamandır ucuz ve kitle ürünü olarak tüketilen kahve, pazardaki değeri açısından değişime uğramakta ve üçüncü dalga kahveciler tarafından pahalı ve nitelikli bir ürün haline dönüştürülmektedir. Bu çalışmanın amacı, üçüncü dalga kahvecilik sektöründe, deneyimsel sadakatin oluşumunda etkili olan faktörleri tespit etmektir. Bu çalışmada tüketici davranışlarına yön veren kalite, algılanan değer, tatmin ve sadakat değişkenleri arasındaki ilişki zinciri üçüncü dalga kahve işletmeciliğinde çok büyük önem arz eden deneyim perspektifiyle ele alınmıştır. İleri sürülen araştırma modeli, kolayda örnekleme yöntemiyle toplanan veriyle PLS-YEM kullanılarak test edilmiştir. Çalışmanın bulguları, deneyimsel kalite ve algılanan değerin, üçüncü dalga kahvecilere yönelik deneyimsel tatmin ve sadakatin yaratılmasında anlamlı etkilere sahip olduğuna işaret etmektedir. Birinci ve ikinci dalga kahve zincirlerinde kitle ürünü olarak ucuz fiyatlara satılan kahvenin bir mal-hizmet karması olarak temel faydaları ön plandayken, üçüncü dalga kahvecilerde nitelikli bir ürün haline getirilmesinde deneyim unsurunun öne çıktığı tespit edilmiştir. Dolayısıyla, kahvecilik sektöründe başarılı olunabilmesi ve kitle ürünü olan kahvenin nitelikli bir ürün haline getirilmesinde, deneyim unsurunun ön plana çıkarılması ve sunulan mal ile hizmetin yaratıcı yöntemlerle rakiplerden farklılaştırılması bu çalışmanın bulguları kapsamında üçüncü dalga kahve işletmecilerine önerilmektedir.

Anahtar Kelimeler

Üçüncü dalga kahvecilik, Deneyimsel tüketim, Sadakatin öncülleri, Kahvecilik sanatı

Kaynakça

• Ali, F., Amin, M. ve Çobanoğlu, C. (2006). An Integrated Model Of Service Experience, Emotions, Satisfaction, and Price Acceptance: An Empirical Analysis in the Chinese Hospitality Industry, Journal of Hospitality Marketing & Management, 25 (4), 449-475.
• Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
• Avcı, İ. (2022). Service quality, customer satisfaction and customer loyalty during the Covid-19 pandemic process: A study on cargo customers Ed. Salih Yıldız. International Scientific Research Series New Approaches in Social Sciences. Gazi Kitabevi. 99-114.
• Avcı, İ. & Yıldız, E. (2021a). İndirim marketlerinde satılan aktüel ürünlere yönelik algılanan kalite, fiyat ve ürünün tekrar satın alma niyeti üzerindeki etkileri ve ağızdan ağıza pazarlama davranışının aracılık rolü. Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Dergisi, 11(22), 389-411.
• Avcı, İ. & Yıldız, E. (2021b). Covid-19 pandemi sürecinde uzaktan eğitimi kullanan öğrencilerin memnuniyet ve davranışlarının teknoloji kabul modeli çerçevesinde incelenmesi. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 12(3), 814-830.
• Ayöz, S. (2018). Coffee is the new wine: An ethnographic study of third wave coffee in Ankara (Master's thesis, Middle East Technical University).
• Bigne, J.E., Andreu, L. and Gnoth, J. (2005) The Theme Park Experience An Analysis of Pleasure, Arousal and Satisfaction. Tourism Management, 26, 833-844.
• Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of marketing, 56(2), 57-71.
• Blau, P. M. (1968). Social exchange. International encyclopedia of the social sciences, 7(4), 452-457.
• Boaventura, P. S. M., Abdalla, C. C., Araujo, C. L., & Arakelian, J. S. (2018). Value co-creation in the specialty coffee value chain: the third-wave coffee movement. Revista de Administração de Empresas, 58, 254-266.
• Chang, Y. S., Cheah, J. H., Lim, X. J., Morrison, A. M., & Kennell, J. S. (2022). Are unmanned smart hotels du jour or are they here forever? Experiential pathway analysis of antecedents of satisfaction and loyalty. International Journal of Hospitality Management, 104, 103249.
• Chen, P.T. ve Hu, H. H. (2010). How determinant attributes of service quality influence customer-perceived value: An empirical investigation of the Australian coffee outlet industry. International Journal of Contemporary Hospitality Management, 22(4), 535-551.
• Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management, 31(1), 29-35.
• Chin, W.W. (2010). How to Write Up and Report PLS Analyses Ed:V.E. Vinzi, W.W. Chin, J. Henseler, H. Wang, Handbook of Partial Least Squares: Concepts, Methods and Applications in Marketing and Related Fields, Springer.
• Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Mahwah, NJ: Lawrence Erlbaum Associates.
• Cronin Jr, J. J. ve Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.
• Cronin, J.J., Brady, M.K. ve Hult, G.T.M. (2000). Assesing the effects of quality, value and customer satification on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-215.
• Durmuş, İ., & Yıldız, S. (2020). Tüketicilerin Web-Sitelerine Yönelik Algılanan Fayda, Algılanan Kalite, Tutum ve Online Satın alma Davranışları: Teknolojik Ürünler Örneği. Sosyal Ekonomik Araştırmalar Dergisi, 20(40), 201-216.
• Fischer, E. F. (2017) : Quality and inequality: Taste, value, and power in the third wave coffee market, MPIfG Discussion Paper, No. 17/4, Max Planck Institute for the Study of Societies, Cologne, https://hdl.handle.net/11858/00-001M-0000-002C-AA63-2
• Fischer, E. F. (2021). Quality and inequality: creating value worlds with Third Wave coffee. Socio-Economic Review, 19(1), 111-131.
• Fischer, E. F., Victor, B., & Asturias de Barrios, L. (2021). Quality versus solidarity: Third Wave coffee and cooperative values among smallholding Maya farmers in Guatemala. The Journal of Peasant Studies, 48(3), 640-657.
• Folkman, S., Lazarus, R. S., Dunkel-Schetter, C., DeLongis, A., & Gruen, R. J. (1986). Dynamics of a stressful encounter: cognitive appraisal, coping, and encounter outcomes. Journal of personality and social psychology, 50(5), 992.
• Fornell, C., Johnson, M.D, Anderson, E. W., (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings, Journal of Marketing, 60 (4), 7-18.
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
• Foroudi, P., Cuomo, M. T., & Foroudi, M. M. (2020). Continuance interaction intention in retailing: Relations between customer values, satisfaction, loyalty, and identification. Information Technology & People, 33(4), 1303-1326.
• Gallarza, M. G., Saura, I. G., & Moreno, F. A. (2013). The quality‐value‐satisfaction‐loyalty chain: relationships and impacts. Tourism Review, 68(1), 3-20.
• Gallarza, M. G., Ruiz-Molina, M. E., & Gil-Saura, I. (2016). Stretching the value-satisfaction-loyalty chain by adding value dimensions and cognitive and affective satisfactions: a causal model for retailing. Management Decision, 54(4), 981-1003.
• Gheibi, S. (2016). Essays on Global Sourcing under Uncertainty. Doctoral Thesis, School of Management Syracuse University, New York.
• Gilovich, T., Kumar, A., & Jampol, L. (2015). A wonderful life: Experiential consumption and the pursuit of happiness. Journal of Consumer Psychology, 25(1), 152-165.
• Grönroos, C. (2012). Conceptualising value co-creation: A journey to the 1970s and back to the future. Journal of Marketing Management, 28(13-14), 1520-1534.
• Gummesson, E. (2007). Exit services marketing-enter service marketing. Journal of Customer Behaviour, 6(2), 113-141
• Güler, O., Akyel, S., Nakilcioğlu, S., Çağlayan, G. D., & Kıcıman, A. (2020). 3. Dalga Kahvecilik Konseptinin Kendine Özgü Gastronomik Vaatleri: Kalite, Sosyal Etkileşim ve Sürdürülebilirlik. Journal of Tourism and Gastronomy Studies, 8(3), 2337-2352.
• Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis. Upper Saddle River, NJ: Prentice hall.
• Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
• Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review, 26(2), 106-121
• Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
• Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the academy of marketing science, 45(5), 616-632.
• Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of hospitality & tourism research, 33(4), 487-510.
• Hartman J. 2011. Starbucks and the third wave. In Coffee – Philosophy for Everyone: Grounds for Debate,
• Parker SF, Austin MW (eds). Wiley-Blackwell: Chichester, UK; 166–183.
• Henseler, J., & Sarstedt, M. (2013). Goodness-of-fit indices for partial least squares path modeling. Computational Statistics, 28(2), 565-580.
• Henseler, J., Ringle, C.M. ve Sarstedt, M. (2015). A New Criterion For Assessing Discriminant Validity In Variance-Based Structural Equation Modeling, Journal of the Academy of Marketing Science, 43(1), 115-135.
• Hwang, J., & Kandampully, J. (2015). Embracing CSR in pro-social relationship marketing program: Understanding driving forces of positive consumer responses. Journal of Services Marketing, 29(5), 344–353.
• Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140.
• İzmir, O. (2021a). What is marketing and where does it progress? Past,present and future directions. Telli, G. and Civelek, M. (Eds) in International Congress on Business and Marketing, Istanbul, Turkey, 95-103.
• İzmir, O. (2021b). Ülke İmajının Sağlık Hizmet Kalitesi ve Davranışsal Niyetler Üzerindeki Etkisinde Zenosentrizm, Kozmopolitanizm ve Fiyatın Rolü (Doktora Tezi). Anadolu Üniversitesi, Eskişehir.
• Keskin, H. D., & Yıldız, S. (2010). Tüketicilerin Marka Tercihlerinde Etkili Olan Faktörler ve Marka İmajının Marka Değeri Üzerindeki Etkileri: Trabzon Örneği. Dumlupınar Üniversitesi, 27, 239-254.
• Kim, Y. J., Park, J. S., & Jeon, H. M. (2021). Experiential value, satisfaction, brand love, and brand loyalty toward robot Barista coffee shop: the moderating effect of generation. Sustainability, 13(21), 12029.
• Kim, H. J., & Han, S. L. (2013). The effect of sports centers' service guarantee on service quality, service value, customer satisfaction and customer loyalty. Journal of Digital Convergence, 11(9), 127-138.
• Kivela, J., Inbakaran, R., & Reece, J. (1999). Consumer research in the restaurant environment, Part 1: A conceptual model of dining satisfaction and return patronage. International Journal of Contemporary Hospitality Management, 11(5), 205 – 222.
• Kotler, P. (1972). A generic concept of marketing. Journal of marketing, 36(2), 46-54.
• Kumar, V. (2018). Transformative marketing: The next 20 years. Journal of Marketing, 82(4), 1-12.
• Lacap, J. P., & Sicat, A. T. (2022). Effects of experiential quality on experiential loyalty: evidence from Starbucks coffee chains in Pampanga, Philippines. Asia-Pacific Social Science Review, 22(2).
• Ladhari, R., Brun, I. ve Morales, M. (2008). Determinants of dining satisfaction and post-dining behavioral intentions. International Journal of Hospitality Management, 27: 563-573.
• Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846-869.
• Li, Y. ve Shang, H. (2020). Service quality, perceived value, and citizens’ continuous-use intention regarding e-government: Empirical evidence from China. Information & Management, 57(3), 103-197.
• Liu, Y. ve Jang, S. (2009). The effects of dining atmospherics: an extended Mehrabian–Russell model, International Journal of Hospitality Management, 28(4), 494-03.
• Lofman, B. (1991). elements of experiential consumption: an exploratory study in Advances in Consumer Research Volume 18, eds. Rebecca H. Holman and Michael R. Solomon, Provo, UT: Association for Consumer Research, Pages: 729-735.
• McDougall, G. H., ve Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of Services Marketing, 14(5), 392-410.
• Nguyen, N., & Leblanc, G. (2002). Contact personnel, physical environment and the perceived corporate image of intangible services by new clients. International Journal of Service Industry Management, 13(3), 242-262.
• Peng, D. X., & Lai, F. (2012). Using partial least squares in operations management research: A practical guideline and summary of past research. Journal of operations management, 30(6), 467-480.
• Pine II, B. J. ve Gilmore, J.H. (1999). The Experience Economy: Work Is Theatre And Every Business Is A Stage, Boston Mass: HBS Pres.
• Pratminingsih, S. A., Astuty, E., & Widyatami, K. (2018). Increasing customer loyalty of ethnic restaurant through experiential marketing and service quality. Journal of Entrepreneurship Education, 21(3), 1-11.
• Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European journal of marketing, 30(2), 19-30.
• Reinartz, W., Haenlein, M., & Henseler, J. (2009). An empirical comparison of the efficacy of covariance-based and variance-based SEM. International Journal of research in Marketing, 26(4), 332-344.
• Oh, D., Yoo, M. M., & Lee, Y. (2019). A holistic view of the service experience at coffee franchises: A cross-cultural study. International Journal of Hospitality Management, 82, 68-81.
• Özkan, E., & Yıldız, S. (2015). Müşteri sadakati ile ağızdan ağıza iletişimin tüketici satın alma davranışlarına etkisi: Elektronik eşya sektöründe bir uygulama. International Journal of Economic & Administrative Studies, 8(15).
• Samper, L. F., & Quiñones-Ruiz, X. F. (2017). Towards a balanced sustainability vision for the coffee industry. Resources, 6(2), 17.
• Samper, L.F., Giovanucci, D., & Vieira, L. M. (2017). The powerful role of intangibles in the coffee value chain. WIPO Economic Research Papers (2017). https://EconPapers.repec.org/RePEc:wip:wpaper.
• Sethjinda, T., & Laothumthut, W. (2019). What drives experiential loyalty? A case study of coffee chain stores in Bangkok. Journal of Global Business Review., 21(2), 59-82.
• Sheth, J. N., Mittal, B., & Newman, B. I. (1999). Consumer behavior and beyond. NY: Harcourt Brace.
• Tuncer, İ., Unusan, C., & Cobanoglu, C. (2021). Service quality, perceived value and customer satisfaction on behavioral intention in restaurants: An integrated structural model. Journal of Quality Assurance in Hospitality & Tourism, 22(4), 447-475.
• Yüksel, A., & Yüksel, F. (2003). Measurement of tourist satisfaction with restaurant services: A segment-based approach. Journal of vacation marketing, 9(1), 52-68.
• Van Boven, L., & Gilovich, T. (2003). To do or to have? That is the question. Journal of personality and social psychology, 85(6), 1193-1202.
• Varadarajan, R. (2018). A commentary on “Transformative marketing: The next 20 years”. Journal of Marketing, 82(4), 15-18.
• Walter, U., & Edvardsson, B. (2012). The physical environment as a driver of customers' service experiences at restaurants. International Journal of Quality and Service Sciences, 4(2), 104-119.
• Ward, D., S. (2015). Kafeist Manifesto (D. Kurt, Çev.). İstanbul: Altıkırkbeş Yayınevi
• Wild, A. (2007). Kahve: Bir Acı Tarih, (çev. Ezgi Ulusoy), MB Yayınevi, İstanbul.
• Wu, H. C., & Li, T. (2017). A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioral intentions for heritage tourists. Journal of Hospitality & Tourism Research, 41(8), 904-944.
• Wu, H. C. ve Ai, C. H. (2016). Synthesizing the effects of experiential quality, excitement, equity, experiential satisfaction on experiential loyalty for the golf industry: The case of hainan island. Journal of Hospitality and Tourism Management, 29, 41-59.
• Wu, H. C. (2017). What drives experiential loyalty? A case study of Starbucks coffee chain in Taiwan. British Food Journal, 119(3), 468-496.
• Wu, H. C., & Cheng, C. C. (2018a). What drives experiential loyalty toward smart restaurants? The case study of KFC in Beijing. Journal of Hospitality Marketing & Management, 27(2), 151-177.
• Wu, H. C., Cheng, C. C., & Ai, C. H. (2018b). A study of experiential quality, experiential value, trust, corporate reputation, experiential satisfaction and behavioral intentions for cruise tourists: The case of Hong Kong. Tourism management, 66, 200-220.
• Wu, H. C., Cheng, C. C., & Ai, C. H. (2019). What drives green experiential loyalty towards green restaurants?. Tourism Review, 76(5), 1084-1103.
• Wu, H. C., & Li, T. (2017). A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioral intentions for heritage tourists. Journal of Hospitality & Tourism Research, 41(8), 904-944.
• Wu, H. C., Li, M. Y., & Li, T. (2018a). A study of experiential quality, experiential value, experiential satisfaction, theme park image, and revisit intention. Journal of Hospitality & Tourism Research, 42(1), 26-73.
• Yıldız, S., & Tehci, A. (2014). Ağızdan ağıza iletişimde müşteri tatmini ve müşteri sadakati ile mağaza imajı boyutları: Ordu ilinde bir uygulama. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(1), 441-460.
• Yıldız, S., & Yıldız, E. (2015). Service quality evaluation of restaurants using the AHP and TOPSIS method. Journal of Social and Administrative Sciences, 2(2), 53-61.
• Yıldız, S., & Kırmızıbiber, A. (2020). Marka Özgünlüğü: Cep Telefonu Kullanıcıları Üzerine Bir Araştırma. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (40), 37-52.
• Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.