Customer experience and satisfaction in coffee consumption: an experiential marketing perspective
The purpose of this study was to explore structural relationships among customer experience, customer satisfaction, advocacy and repurchase intentions—with emphasis on the mediating effect of tourist satisfaction on relations (1) between customer experience and customer advocacy and (2) between cust...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2450296 |
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| _version_ | 1841525414958202880 |
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| author | Supawat Meeprom Akkhaporn Kokkhangplu |
| author_facet | Supawat Meeprom Akkhaporn Kokkhangplu |
| author_sort | Supawat Meeprom |
| collection | DOAJ |
| description | The purpose of this study was to explore structural relationships among customer experience, customer satisfaction, advocacy and repurchase intentions—with emphasis on the mediating effect of tourist satisfaction on relations (1) between customer experience and customer advocacy and (2) between customer experience and repurchase intentions—in the context of speciality coffee cafés in Thailand. Purposive sampling via a self-administered survey approach was employed. Data from 300 valid questionnaires were included in a path analysis using partial least squares structural equation modelling (PLS-SEM). Drawing on social exchange theory, the results of the study indicated that customer satisfaction was influenced positively and directly by affective, sensorial and intellectual experiences. Customer advocacy was positively and directly influenced by intellectual experience, and repurchase intentions was positively and directly influenced by sensorial and intellectual experiences. The results also indicated the existence of an indirect relationship of sensory, affective and intellectual experiences with customer advocacy and that repurchase intentions had a mediating effect on customer satisfaction. The results of this research offer a deeper understanding for speciality coffee café managers in creating specific experiences of customer perception and in building effective marketing strategies for speciality coffee at a café. |
| format | Article |
| id | doaj-art-da3f219b070441fe8ac75d081b39180a |
| institution | Kabale University |
| issn | 2331-1975 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-da3f219b070441fe8ac75d081b39180a2025-01-17T13:54:20ZengTaylor & Francis GroupCogent Business & Management2331-19752025-12-0112110.1080/23311975.2025.2450296Customer experience and satisfaction in coffee consumption: an experiential marketing perspectiveSupawat Meeprom0Akkhaporn Kokkhangplu1Hospitality and Event Department, Faculty of Business Administration and Accountancy, Khon Kaen University (Thailand), Khon Kaen, ThailandHospitality and Event Department, Faculty of Business Administration and Accountancy, Khon Kaen University (Thailand), Khon Kaen, ThailandThe purpose of this study was to explore structural relationships among customer experience, customer satisfaction, advocacy and repurchase intentions—with emphasis on the mediating effect of tourist satisfaction on relations (1) between customer experience and customer advocacy and (2) between customer experience and repurchase intentions—in the context of speciality coffee cafés in Thailand. Purposive sampling via a self-administered survey approach was employed. Data from 300 valid questionnaires were included in a path analysis using partial least squares structural equation modelling (PLS-SEM). Drawing on social exchange theory, the results of the study indicated that customer satisfaction was influenced positively and directly by affective, sensorial and intellectual experiences. Customer advocacy was positively and directly influenced by intellectual experience, and repurchase intentions was positively and directly influenced by sensorial and intellectual experiences. The results also indicated the existence of an indirect relationship of sensory, affective and intellectual experiences with customer advocacy and that repurchase intentions had a mediating effect on customer satisfaction. The results of this research offer a deeper understanding for speciality coffee café managers in creating specific experiences of customer perception and in building effective marketing strategies for speciality coffee at a café.https://www.tandfonline.com/doi/10.1080/23311975.2025.2450296Social exchange theoryexperiential marketingrepurchase intentionsspeciality coffee cafécustomer experienceHospitality |
| spellingShingle | Supawat Meeprom Akkhaporn Kokkhangplu Customer experience and satisfaction in coffee consumption: an experiential marketing perspective Cogent Business & Management Social exchange theory experiential marketing repurchase intentions speciality coffee café customer experience Hospitality |
| title | Customer experience and satisfaction in coffee consumption: an experiential marketing perspective |
| title_full | Customer experience and satisfaction in coffee consumption: an experiential marketing perspective |
| title_fullStr | Customer experience and satisfaction in coffee consumption: an experiential marketing perspective |
| title_full_unstemmed | Customer experience and satisfaction in coffee consumption: an experiential marketing perspective |
| title_short | Customer experience and satisfaction in coffee consumption: an experiential marketing perspective |
| title_sort | customer experience and satisfaction in coffee consumption an experiential marketing perspective |
| topic | Social exchange theory experiential marketing repurchase intentions speciality coffee café customer experience Hospitality |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2025.2450296 |
| work_keys_str_mv | AT supawatmeeprom customerexperienceandsatisfactionincoffeeconsumptionanexperientialmarketingperspective AT akkhapornkokkhangplu customerexperienceandsatisfactionincoffeeconsumptionanexperientialmarketingperspective |