Abstract
Although research has identified the importance of experiential consumption to a firm’s competitive advantage, consumers’ consumption experiences (CCE) perceptions have not been measured in the retail café sector, and the predictive links between (CCE) and consumer loyalty (CL), emotional attachment (EA), and share of wallet (SOW), have not been investigated. The results of this study suggest that approximately 37% of the variance in SOW can be predicted by consumer’s perceptions of coffee—its flavour, aroma, texture and temperature and reasonable price. Furthermore, consumer loyalty is a significant predictor of SOW and emotional attachment. The study reports the (E) scale for consumers’ consumption experiences measurement and results of the causal relationships between CCE, CL, EA and SOW.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2007 |
| Subtitle of host publication | proceedings : 3Rs - reputation, responsibility and relevance |
| Editors | Maree Thyne, Kenneth R. Deans, Juergen Gnoth |
| Place of Publication | Dunedin, N.Z. |
| Publisher | University of Otago |
| Pages | 349-357 |
| Number of pages | 9 |
| ISBN (Print) | 9781877156299 |
| Publication status | Published - 2007 |
| Event | Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand Duration: 3 Dec 2007 → 5 Dec 2007 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2007) |
|---|---|
| City | Dunedin, New Zealand |
| Period | 3/12/07 → 5/12/07 |
Keywords
- consumers consumption experiences
- retail café sector
- share of wallet
- competitive advantage