Examining The Chain of Quality, Perceived Value, Satisfaction, and Loyalty from The Perspective of Experiential Consumption: Third Wave Coffee Consumption

Year 2023, Volume: 14 Issue: 1, 294 - 310, 01.02.2023

Onur İzmir , Elif Eroglu-hall , Nurdan Sevim

Abstract

Coffee is an agricultural and industrial product attributed to different values in the world economy and in many societies as a consumption ritual. Coffee is a cultural code with different consumption styles and meanings that vary according to society. In addition, coffee is an opportunity for commercial gain, especially for undeveloped and developing countries with tropical climates. Coffee, which has long been consumed as a cheap and mass product, is undergoing a change in terms of its value in the market and is being transformed into an expensive and qualified product by third-wave coffee shops. This study aims to identify the factors that are effective in forming experiential loyalty in the third-wave coffee sector. In this study, the relationship chain among quality, perceived value, satisfaction, and loyalty that shape consumer behavior is examined from the perspective of experience, which is of great importance in the third-wave coffee business. The proposed research model was tested using PLS-SEM with data collected through convenience sampling. The findings of the study indicate that experiential quality and perceived value have significant effects on the creation of experiential satisfaction and loyalty towards third-wave coffee shops. While the basic benefits of coffee, which is sold at cheap prices as a mass product in the first and second-wave coffee chains, are at the forefront as a goods-service mix, it has been found that the experience factor comes to the fore in making it a quality product in third wave coffee shops. Therefore, to be successful in the coffee sector and to turn mass product coffee into a specialty product, within the scope of the findings of this study it is recommended to third wave coffee shops to emphasize the element of experience and to offer goods and services by differentiating it from competitors through creative methods.

Keywords

Üçüncü dalga kahvecilik, Deneyimsel tüketim, Sadakatin öncülleri, Kahvecilik sanatı

Deneyimsel Tüketim Bakış Açısıyla Kalite, Algılanan Değer, Tatmin ve Sadakat Zincirinin İncelenmesi: Üçüncü Dalga Kahve Tüketimi

Abstract

Kahve, dünya ekonomisinde ve bir tüketim ritüeli olarak birçok toplumda farklı değerler atfedilen tarımsal ve endüstriyel bir üründür. Kahve toplumlara göre değişen farklı tüketim tarzları ve anlamları olan adeta kültürel bir koddur. Ayrıca, kahve özellikle tropikal iklime sahip gelişmemiş ve gelişmekte olan ülkeler için ise ticari bir kazanç fırsatıdır. Uzun zamandır ucuz ve kitle ürünü olarak tüketilen kahve, pazardaki değeri açısından değişime uğramakta ve üçüncü dalga kahveciler tarafından pahalı ve nitelikli bir ürün haline dönüştürülmektedir. Bu çalışmanın amacı, üçüncü dalga kahvecilik sektöründe, deneyimsel sadakatin oluşumunda etkili olan faktörleri tespit etmektir. Bu çalışmada tüketici davranışlarına yön veren kalite, algılanan değer, tatmin ve sadakat değişkenleri arasındaki ilişki zinciri üçüncü dalga kahve işletmeciliğinde çok büyük önem arz eden deneyim perspektifiyle ele alınmıştır. İleri sürülen araştırma modeli, kolayda örnekleme yöntemiyle toplanan veriyle PLS-YEM kullanılarak test edilmiştir. Çalışmanın bulguları, deneyimsel kalite ve algılanan değerin, üçüncü dalga kahvecilere yönelik deneyimsel tatmin ve sadakatin yaratılmasında anlamlı etkilere sahip olduğuna işaret etmektedir. Birinci ve ikinci dalga kahve zincirlerinde kitle ürünü olarak ucuz fiyatlara satılan kahvenin bir mal-hizmet karması olarak temel faydaları ön plandayken, üçüncü dalga kahvecilerde nitelikli bir ürün haline getirilmesinde deneyim unsurunun öne çıktığı tespit edilmiştir. Dolayısıyla, kahvecilik sektöründe başarılı olunabilmesi ve kitle ürünü olan kahvenin nitelikli bir ürün haline getirilmesinde, deneyim unsurunun ön plana çıkarılması ve sunulan mal ile hizmetin yaratıcı yöntemlerle rakiplerden farklılaştırılması bu çalışmanın bulguları kapsamında üçüncü dalga kahve işletmecilerine önerilmektedir.

Keywords

Üçüncü dalga kahvecilik, Deneyimsel tüketim, Sadakatin öncülleri, Kahvecilik sanatı

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