Integrating SERVQUAL, Servicescape Model And Stimulus-Response Theory to Ascertain Patronage of Specialty Coffee Outlet
None
Keywords:
NILAbstract
Customer patronage is critical to the success of a specialty coffee outlet as the number of store visitors constitutes an important revenue stream. Basing on this premise this study ascertained the influence of physical environment, service quality and promotion on customer patronage for a specialty coffee outlet. Convenience sampling was used to distribute 350 questionnaires physically at a specialty coffee outlet. The study uncovered that physical environment was the most dominating factor driving customer patronage of the specialty coffee outlet, followed by service quality. To sum a well-designed physical environment of a specialty coffee outlets can provide an enjoyable and memorable experience for customers that could lead to an increase in patronage, market share and potential business growth. As such, it is proposed that specialty coffee outlet leverage on the growing trend of online influencers producing food review vlogs to showcase their distinctive store ambience and atmosphere of the coffee outlet. Impeccable service quality rendered by specialty coffee outlets can differentiate a specialty coffee outlet from competitors, create positive word-of-mouth, and attract new customers. Good service quality can elevate customer satisfaction, drive loyalty, and spread positive word-of-mouth, which can ultimately result in increased patronage.
Keywords: Customer Patronage, Physical Environment, Promotion, Service Quality, Specialty Coffee Outlet
References
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Chima, V. (2020). Store Attributes and Customer Patronage of Retail Outlets in Nigeria. International Journal of Innovations in Management Science and Marketing Research, 7(2), 3248–3116.
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Danish, A. S., & Aisha, I. (2019). Impact of Sales Promotion on Consumer Impulse Purchases in Karachi, Pakistan.
Diyaolu, G. O., Adeleke, B. S., & Rasheed, D. G. (2022). Sales Promotion and Customer Patronage of Selected Food and Beverages Companies in Lagos State Nigeria. International Academy Journal of Management, Marketing and Entrepreneurial Studies, 9(1), 132–144.
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Dopson, E. (2021). Product Sampling: 6 Tips and Best Practices To Delight Customers Today. In Shopify Marketing.
DOSM (2020). Household Expenditure Survey Report.
Fernando, Bintoro, B. P. K., Lutfiani, N., Haryanto, & Julianingsih, D. (2023). Analysis of the Effect of Service Quality On Company Reputation On Purchase Decisions For Professional Recruitment Services. APTISI Transactions on Management (ATM), 7(1), 34–40.
Filimonau, V., Algboory, H., Mohammed, N. K., Kadum, H., Qasem, J. M., & Muhialdin, B. J. (2023). Food Waste and Its Management In The Foodservice Sector Of A Developing Economy: An Exploratory And Preliminary Study Of A Sample Of Restaurants In Iraq. Tourism Management Perspectives, 45.
Fitriya, A. R., Jin, G. P., & Fong, C. L. (2019). Malaysian Coffee Culture: Attributes Considered to Purchase Coffee Beverages. Journal of Marketing Advances and Practices, 1(1).
Gazzola, P., Pavione, E., Barge, A., & Fassio, F. (2023). Using The Transparency of Supply Chain Powered by Blockchain to Improve Sustainability Relationships With Stakeholders In The Food Sector: The Case Study Of Lavazza. Sustainability, 15(10), 7884.
George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. 11.0 update (4th ed.). Boston, MA: Allyn & Bacon.
Ghory, S., Obeidat, B., & Masa’deh, R. (2023). Measuring Café Lovability Using Google’s HEART And Understanding The Roles Of Usability, Sustainability Innovation, And Innovation Cocreation In Café Lovability. Information Technology in Marketing Management for Sustainable Business, 15(9).
Greene, D., Nguyen, M., & Dolnicar, S. (2023). How To Entice Restaurant Patrons To Order Low-Emissions Meals? A Meta-Analysis and Research Agenda. Appetite, 106612.
Halid, C. N., Sanusi, Wahyuni, N. S., & Suhaimi. (2023). A Ban on Notary Self Promotion as Public Official in Notary and Ethical Code Act. International Journal of Multicultural and Multireligious Understanding, 10(1).
Hwang, J., Choe, J. Y. (Jacey), Kim, H. M., & Kim, J. J. (2021). Human Baristas and Robot Baristas: How Does Brand Experience Affect Brand Satisfaction, Brand Attitude, Brand Attachment, and Brand Loyalty? International Journal of Hospitality Management, 99.
Iqbal, A., Syeda, D., Kazmi, Q., Anwar, A., Ramish, M. S., & Salam, A. (2023). Impact of Green Marketing on Green Purchase Intention and Green Consumption Behavior: The Moderating Role Of Green Concern. Journal of Positive School Psychology, 2, 975–993.
Jaju, G. (2023). Product, equipment, uniform: Material environment and the consumption of work in New Delhi, India. Modern Asian Studies, 57(2), 555–581.
Jumoke, R. K., & Grace, A. O. (2023). Assessment Of Covid-19 Pandemic Lockdown on The Performance Of Restaurants in Akure Metropolis, Ondo State, Nigeria. Covenant Journal of Entrepreneurship (CJoE), 7(1).
Kabir, M. N. (2023). Customer satisfaction in restaurant service.
Kamarulzaman, N. H., Khairuddin, N. H., Hashim, H., & Hussin, S. R. (2021). Measuring Market Orientation, Innovative Marketing Strategies and Performance: Evidence From The Malaysian Agro-Food Manufacturers. Journal Of Agribusiness in Developing And Emerging Economies.
Kandampully, J., Bilgihan, A., & Amer, S. M. (2023). Linking Servicescape And Experiencescape: Creating A Collective Focus For The Service Industry. Journal of Service Management, 34(2), 316–340. https://doi.org/10.1108/JOSM-08-2021-0301
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