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 and
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, and
Evan Lau
Centre of Excellence for Business, Economics and Finance Forecasting, Faculty of Economics and Business, Universiti Malaysia Sarawak,
Kota Samarahan, Malaysia
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.
KeywordsPerceived quality, Service, Experience, Product, Coffee shop, Intention to revisit Paper typeResearch paper
British Food Journal Vol. 120 No. 5, 2018 pp. 1106-1119
© Emerald Publishing Limited 0007-070X
DOI 10.1108/BFJ-08-2017-0452 Received 1 September 2017 Revised 15 November 2017 Accepted 15 November 2017
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0007-070X.htm
The authors wish to acknowledge the late Professor Dr Ernest Cyril de Run for his dedication to research and initiation of this paper.
1106 BFJ 120,5
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