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Perceived quality and intention to revisit coffee concept shops in Malaysia: A mixed-methods approach

Hiram Ting (Institute of Borneo Studies, Universiti of Malaysia Sarawak, Kota Samarahan, Malaysia) (Sarawak Research Society, Kuching, Malaysia)
Wee Ming Lau (Wawasan Open University, Kuching, Malaysia)
Jun-Hwa Cheah (Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia)
Yusman Yacob (Faculty of Business Management, Universiti Teknologi MARA Sarawak, Kota Samarahan, Malaysia)
Mumtaz Ali Memon (Centre of Social Innovation, Universiti Teknologi PETRONAS, Perak, Malaysia)
Evan Lau (Centre of Excellence for Business, Economics and Finance Forecasting, Faculty of Economics and Business, Universiti Malaysia Sarawak, Kota Samarahan, Malaysia)

British Food Journal

ISSN: 0007-070X

Article publication date: 8 May 2018

2136

Abstract

Purpose

The purpose of this paper is to examine the effect of perceived quality on intention to revisit coffee concept shops among regular and irregular consumers. Specifically, the framework developed by Pine and Gilmore (2000) is adopted to look into the effect of product, service and experience qualities on intention to revisit.

Design/methodology/approach

The explanatory sequential mixed-methods design was used to articulate the intention of consumers to revisit coffee concept shops. A preliminary study was conducted to define regular and irregular consumers. Self-administered questionnaire was first administered before using interview to elicit more insights and triangulate the findings.

Findings

The combination of both quantitative and qualitative findings show that the experiences of regular consumers at coffee concept shops include personal routine activities, while the experiences of irregular customers are composed of occasions with specific and collective purposes. While the intention to revisit of the former is related to the product and service quality, the intention of the latter is largely affected by its service and experience quality.

Originality/value

Given the rapid rise of coffee concept shops in the developing markets, the use of a mixed-methods design provides more insights into the intention to revisit of the regular and irregular consumers. It underscores the importance for the organisations to know what really matters to the diverse consumers.

Keywords

Acknowledgements

The authors wish to acknowledge the late Professor Dr Ernest Cyril de Run for his dedication to research and initiation of this paper.

Citation

Ting, H., Lau, W.M., Cheah, J.-H., Yacob, Y., Memon, M.A. and Lau, E. (2018), "Perceived quality and intention to revisit coffee concept shops in Malaysia: A mixed-methods approach", British Food Journal, Vol. 120 No. 5, pp. 1106-1119. https://doi.org/10.1108/BFJ-08-2017-0452

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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