What drives experiential loyalty? A case study of Starbucks coffee chain in Taiwan

Abstract

Purpose

The purpose of this paper is to identify the dimensions of experiential quality and examining the interrelationships among experiential quality, experiential satisfaction, perceived value, experiential trust and experiential loyalty using a multi-dimensional and hierarchical model as a framework perceived by coffee chain customers.

Design/methodology/approach

The data used in this study were based on a sample of 428 customers at Starbucks in Taipei City of Taiwan. Data were analyzed using exploratory factor analysis and confirmatory factor analysis.

Findings

The findings reveal that there are four primary dimensions and 13 sub-dimensions of experiential quality in a coffee chain. In addition, the results indicate that affective quality is identified as the most primary dimension of experiential quality perceived by coffee chain customers. Experiential quality significantly influences perceived value and experiential trust, respectively. Also, experiential satisfaction is influenced by perceived value, experiential quality and experiential trust. Furthermore, experiential satisfaction and experiential trust are determinants of experiential loyalty.

Originality/value

This is the first study identifying experiential quality, experiential satisfaction, perceived value, experiential trust and experiential loyalty in the context of coffee chains.

Citation

Wu, H.-C. (2017), "What drives experiential loyalty? A case study of Starbucks coffee chain in Taiwan", British Food Journal, Vol. 119 No. 3, pp. 468-496. https://doi.org/10.1108/BFJ-08-2016-0349