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

Abstract

Purpose

The 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/approach

Using 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.

Findings

The 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/value

This 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.

Citation

Kwame Opoku, E., Tham, A., Morrison, A.M. and Wang, M.-j.S. (2023), "An exploratory study of the experiencescape dimensions and customer revisit intentions for specialty urban coffee shops", British Food Journal, Vol. 125 No. 5, pp. 1613-1630. https://doi.org/10.1108/BFJ-04-2022-0361