Coffee shop atmospheric effect on customer satisfaction and behavioural intention
DOI:
https://doi.org/10.26740/bisma.v13n1.p1-13Keywords:
atmospheric, behavioural intention, coffee shop, customer satisfactionAbstract
Despite the growing number of atmospheric studies in the various service settings such as restaurants and hotels, the application of atmospheric studies in the coffee shop has not gained much attention from scholars. The purpose of this study is to determine the coffee shop atmospheric dimension and the influence on customer satisfaction and behaviour intention of the coffee shop customers. The result of reviewing a large number of service environment literature has identified four dimensions of coffee shop atmospherics: facility aesthetic, ambience condition, spatial layout, and social. Subsequently, these dimensions are used to examine their role in customer satisfaction and behaviour intention. The data were collected from 298 coffee shop customers at ten coffee shops and each measurement was subjected for validity analysis of and composite reliability that were analyzed using confirmatory factor analysis (CFA). The relationship between variables was verified using the Structural Equation Model (SEM). The findings of this study are: first, the coffee shop atmospherics influence customer satisfaction positively; second, customer satisfaction has a mediation role in the relationship between coffee shop atmospheric and behaviour intention; third, customer satisfaction affects behaviour intention significantly. The findings implied that the coffee shop atmospheric has a paramount role in affecting customer satisfaction which can lead to positive behaviour intention of the customers such as spreading the positive word about the coffee shop and revisiting intention.
References
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Marinkovic, V., Senic, V., Ivkov, D., Dimitrovski, D., & Bjelic, M. (2014). The antecedents of satisfaction and revisit intentions for full-service restaurants. Marketing Intelligence and Planning, 32(3), 311327. https://doi.org/10.1108/MIP-01-2013-0017.
Meng, B., & Choi, K. (2017). International Journal of Hospitality Management Theme restaurants servicescape in developing quality of life¯: The moderating effect of perceived authenticity. International Journal of Hospitality Management, 65, 8999. https://doi.org/10.1016/j.ijhm.2017.06.011.
Moon, H., Yoon, H. J., & Han, H. (2016). The effect of airport atmospherics on satisfaction and behavioral intentions: testing the moderating role of perceived safety. Journal of Travel & Tourism Marketing, 34(6), 749763. https://doi.org/10.1080/10548408.2016.1223779.
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Phai, Y. P., & Chary, S.T. (2014). The impact of Healthscape on Service Quality and Behaviouralal Intentions. International Journal of Conceptions on Management and Social Sciences, 2, 1822.
Park, J. Y., Back, R. M., Bufquin, D., & Shapoval, V. (2019). Servicescape, positive affect, satisfaction and behavioral intentions: The moderating role of familiarity. International Journal of Hospitality Management, 78(June 2018), 102111. https://doi.org/10.1016/j.ijhm.2018.11.003.
Pizam, A., & Tasci, A. D. A. (2019). Experienscape: expanding the concept of servicescape with a multi-stakeholder and multi-disciplinary approach (invited paper for ˜luminaries special issue of International Journal of Hospitality Management). International Journal of Hospitality Management, 76(xxxx), 2537. https://doi.org/10.1016/j.ijhm.2018.06.010.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879903. https://doi.org/10.1037/0021-9010.88.5.879.
Ryu, K., & Han, H. (2011). New or repeat customers: How does physical environment influence their restaurant experience? International Journal of Hospitality Management, 30(3), 599611. https://doi.org/10.1016/j.ijhm.2010.11.004.
Ryu, K., & Jang, S. (Shawn). (2008). DINESCAPE: A Scale for Customers Perception of Dining Environments. Journal of Foodservice Business Research, 11(1), 222. https://doi.org/10.1080/15378020801926551.
Shen, X., & Bae, B. (2018). The Effect of Coffee Shops Servicescape on the Customer Loyalty - Focused on Jeonju Area. Journal of Industrial Distribution & Business, 9(3), 8998. https://doi.org/10.13106/ijidb.2018.vol9.no3.89.
Suhud, U., Allan, M., Wibowo, S. F., Sabrina, E., & Willson, G. (2020). Measuring customer satisfaction of a café and coffee shop colony at a traditional market. Journal of Foodservice Business Research, 23(1), 7894. https://doi.org/10.1080/15378020.2019.1686897.
Turley, L., & Milliman, R. E. (2000). Atmospheric Effects on Shopping Behavior. Journal of Business Research, 49(2), 193211. https://doi.org/10.1016/S0148-2963(99)00010-7.
Wu, H., Cheng, C.C., & AIi, C.H. (2016). A Study of Exhibition Service Quality, Perceived Value , Emotion , Satisfaction , and Behavioral Intentions. Event Management, 20(November), 565591. https://doi.org/10.3727/152599516X14745497664514.
Yang, Hongwei "Chris"., Liu, Hiu., & Zhou, Liuning. (2012). Predicting young Chinese consumers mobile viral attitudes, intents and behavior. Asia Pacific Journal of Marketing and Logistics, 24(1), 5977. https://doi.org/10.1108/13555851211192704.
Yoo, Y.J. (2016). The Effect of Servicescape on Customer Satisfaction and Brand Loyalty in Franchise Coffee Shops: The Mediating Effect of Brand Image. The Journal of the Korea Contents Association, 16(6), 785801. https://doi.org/10.5392/JKCA.2016.16.06.785.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 3146.
Ali, F., Amin, M., & Ryu, K. (2015). The Role of Physical Environment, Price Perceptions, and Consumption Emotions in Developing Customer Satisfaction in Chinese Resort Hotels, 0098(December). https://doi.org/10.1080/1528008X.2015.1016595.
Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2018). Make it delightful: Customers experience, satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing and Management, 7, 111. https://doi.org/10.1016/j.jdmm.2016.05.003.
Baker, J. (1986). The role of the environment in marketing services: the consumer perspective. The Role of the Environment in Marketing Services: The Consumer Perspective, (January 1986), 7989.
Bitner, M. J. (1992). Servicescapes: the Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 5771. https://doi.org/10.1017/CBO9781107415324.004.
Calabuig Moreno, F., Prado-Gascó, V., Crespo Hervás, J., Núñez-Pomar, J., & Añó Sanz, V. (2015). Spectator emotions: Effects on quality, satisfaction, value, and future intentions. Journal of Business Research, 68(7), 14451449. https://doi.org/10.1016/j.jbusres.2015.01.031.
Canny, I. (2014). Measuring the Mediating Role of Dining Experience Attributes on Customer Satisfaction and Its Impact on Behavioral Intentions of Casual Dining Restaurant in Jakarta. International Journal of Innovation, Management and Technology, 5(1). https://doi.org/10.7763/IJIMT.2014.V5.480.
Dedeoğlu, B. B., Küçükergin, K. G., & Balıkçıoğlu, S. (2015). Understanding the Relationships of Servicescape, Value, Image, Pleasure, and Behavioral Intentions Among Hotel Customers. Journal of Travel and Tourism Marketing, 32(May), S42S61. https://doi.org/10.1080/10548408.2014.982268.
Durna, U., Dedeoglu, B. B., & Balikçioglu, S. (2015). The role of servicescape and image perceptions of customers on behavioral intentions in the hotel industry. International Journal of Contemporary Hospitality Management, 27(7), 17281748. https://doi.org/10.1108/IJCHM-04-2014-0173.
Fernandes, T., & Neves, S. (2014). The role of servicescape as a driver of customer value in experience-centric service organizations: the Dragon Football Stadium case. Journal of Strategic Marketing, 22(6), 548560. https://doi.org/10.1080/0965254X.2014.914058.
Ha, H. Y., Akamavi, R. K., Kitchen, P. J., & Janda, S. (2014). Exploring key antecedents of purchase intentions within different services. Journal of Services Marketing, 28(7), 595606. https://doi.org/10.1108/JSM-01-2013-0025.
Hair Jr, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). United Kingdom: Cengage Learning. https://doi.org/10.1002/9781119409137.ch4.
Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical-environment, service, and food on satisfaction and intention. International Journal of Hospitality Management, 63, 8292. https://doi.org/10.1016/j.ijhm.2017.03.006.
Heung, V. C. S., & Gu, T. (2012). Influence of restaurant atmospherics on patron satisfaction and behavioral intentions. International Journal of Hospitality Management, 31(4), 11671177. https://doi.org/10.1016/j.ijhm.2012.02.004.
Jani, D., & Han, H. (2014). Personality, satisfaction, image, ambience, and loyalty: Testing their relationships in the hotel industry. International Journal of Hospitality Management, 37, 1120. https://doi.org/10.1016/j.ijhm.2013.10.007.
Kotler, P. (1973). Kotler - Atmospherics as a marketing tool (citeÌ 171) - 1973.pdf. Journal of Retailing.
Ladhari, R., Souiden, N., & Dufour, B. (2017). The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions. Journal of Retailing and Consumer Services, 34(June 2015), 1018. https://doi.org/10.1016/j.jretconser.2016.09.005.
Lee, W. S., Moon, J., & Song, M. (2018). Attributes of the coffee shop business related to customer satisfaction. Journal of Foodservice Business Research, 21(06), 628641. https://doi.org/10.1080/15378020.2018.1524227.
Line, N. D., Hanks, L., & Kim, W. G. (2018). An Expanded Servicescape Framework as the Driver of Place Attachment and Word of Mouth. Journal of Hospitality & Tourism Research, 42(3), 476499. https://doi.org/10.1177/1096348015597035.
Loureiro, S. M. C. (2017). Medical tourists emotional and cognitive response to credibility and Servicescape. Current Issues in Tourism, 20(15), 16331652. https://doi.org/10.1080/13683500.2015.1050363.
Marinkovic, V., Senic, V., Ivkov, D., Dimitrovski, D., & Bjelic, M. (2014). The antecedents of satisfaction and revisit intentions for full-service restaurants. Marketing Intelligence and Planning, 32(3), 311327. https://doi.org/10.1108/MIP-01-2013-0017.
Meng, B., & Choi, K. (2017). International Journal of Hospitality Management Theme restaurants servicescape in developing quality of life¯: The moderating effect of perceived authenticity. International Journal of Hospitality Management, 65, 8999. https://doi.org/10.1016/j.ijhm.2017.06.011.
Moon, H., Yoon, H. J., & Han, H. (2016). The effect of airport atmospherics on satisfaction and behavioral intentions: testing the moderating role of perceived safety. Journal of Travel & Tourism Marketing, 34(6), 749763. https://doi.org/10.1080/10548408.2016.1223779.
Nair, S. R. (2017). Analyzing the relationship between store attributes , satisfaction , patronage-intention and lifestyle in food and grocery store choice behavior. International Journal of Retail & Distribution Management. https://doi.org/10.1108/IJRDM-06-2016-0102.
Phai, Y. P., & Chary, S.T. (2014). The impact of Healthscape on Service Quality and Behaviouralal Intentions. International Journal of Conceptions on Management and Social Sciences, 2, 1822.
Park, J. Y., Back, R. M., Bufquin, D., & Shapoval, V. (2019). Servicescape, positive affect, satisfaction and behavioral intentions: The moderating role of familiarity. International Journal of Hospitality Management, 78(June 2018), 102111. https://doi.org/10.1016/j.ijhm.2018.11.003.
Pizam, A., & Tasci, A. D. A. (2019). Experienscape: expanding the concept of servicescape with a multi-stakeholder and multi-disciplinary approach (invited paper for ˜luminaries special issue of International Journal of Hospitality Management). International Journal of Hospitality Management, 76(xxxx), 2537. https://doi.org/10.1016/j.ijhm.2018.06.010.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879903. https://doi.org/10.1037/0021-9010.88.5.879.
Ryu, K., & Han, H. (2011). New or repeat customers: How does physical environment influence their restaurant experience? International Journal of Hospitality Management, 30(3), 599611. https://doi.org/10.1016/j.ijhm.2010.11.004.
Ryu, K., & Jang, S. (Shawn). (2008). DINESCAPE: A Scale for Customers Perception of Dining Environments. Journal of Foodservice Business Research, 11(1), 222. https://doi.org/10.1080/15378020801926551.
Shen, X., & Bae, B. (2018). The Effect of Coffee Shops Servicescape on the Customer Loyalty - Focused on Jeonju Area. Journal of Industrial Distribution & Business, 9(3), 8998. https://doi.org/10.13106/ijidb.2018.vol9.no3.89.
Suhud, U., Allan, M., Wibowo, S. F., Sabrina, E., & Willson, G. (2020). Measuring customer satisfaction of a café and coffee shop colony at a traditional market. Journal of Foodservice Business Research, 23(1), 7894. https://doi.org/10.1080/15378020.2019.1686897.
Turley, L., & Milliman, R. E. (2000). Atmospheric Effects on Shopping Behavior. Journal of Business Research, 49(2), 193211. https://doi.org/10.1016/S0148-2963(99)00010-7.
Wu, H., Cheng, C.C., & AIi, C.H. (2016). A Study of Exhibition Service Quality, Perceived Value , Emotion , Satisfaction , and Behavioral Intentions. Event Management, 20(November), 565591. https://doi.org/10.3727/152599516X14745497664514.
Yang, Hongwei "Chris"., Liu, Hiu., & Zhou, Liuning. (2012). Predicting young Chinese consumers mobile viral attitudes, intents and behavior. Asia Pacific Journal of Marketing and Logistics, 24(1), 5977. https://doi.org/10.1108/13555851211192704.
Yoo, Y.J. (2016). The Effect of Servicescape on Customer Satisfaction and Brand Loyalty in Franchise Coffee Shops: The Mediating Effect of Brand Image. The Journal of the Korea Contents Association, 16(6), 785801. https://doi.org/10.5392/JKCA.2016.16.06.785.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 3146.
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2020-10-31
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Aprilia, C., & Suryani, A. I. (2020). Coffee shop atmospheric effect on customer satisfaction and behavioural intention. BISMA (Bisnis Dan Manajemen), 13(1), 1–13. https://doi.org/10.26740/bisma.v13n1.p1-13
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