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Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention: Impact of switching costs

Heesup Han (College of Hospitality and Tourism Management, Sejong University, Seoul, The Republic of Korea)
Kai-Sean Lee (Spears School of Business, Oklahoma State University, Stillwater, Oklahoma, USA)
HakJun Song (College of Tourism and Fashion, Pai Chai University, Daejeon, The Republic of Korea)
Sanghyeop Lee (College of Business Administration, Keimyung University, Daegu City, The Republic of Korea)
Bee-Lia Chua (Department of Food Service and Management, Universiti Putra Malaysia, Serdang, Malaysia)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 30 December 2019

Issue publication date: 29 January 2020

2105

Abstract

Purpose

The purpose of this paper is to investigate the interrelationships among coffeehouse brand experiences, customer satisfaction and perceived value in generating patrons’ repeat purchase intention.

Design/methodology/approach

The survey sample consisted of 379 coffeehouse patrons who visited an international chain coffeehouse in a metropolitan city of South Korea.

Findings

The results of the structural equation modeling revealed that a coffeehouse brand experience exerted a significant influence on customer satisfaction and perceived value. The repurchase intention was found to be a significant and positive function of customer satisfaction and perceived value. Moreover, the result of the metric invariance test demonstrated a significant moderating impact on the relationships between coffeehouse brand experiences and customer satisfaction, coffeehouse brand experiences and perceived value, and customer satisfaction and repurchase intention.

Research limitations/implications

An examination of the moderating role of switching costs demonstrated that the relationships between coffeehouse brand experiences and customer satisfaction, between coffeehouse brand experiences and perceived value and between customer satisfaction and repurchase intention differed across switching costs groups. More specifically, the relationship strength was greater for the high group of switching costs than for the low group.

Originality/value

The present study provides coffeehouse management with a better understanding of the underlying mechanism of patrons’ repurchase decision generation process.

Keywords

Citation

Han, H., Lee, K.-S., Song, H., Lee, S. and Chua, B.-L. (2020), "Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention: Impact of switching costs", Journal of Hospitality and Tourism Insights, Vol. 3 No. 1, pp. 17-35. https://doi.org/10.1108/JHTI-03-2019-0044

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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