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A Study of the Experiential Value and Satisfaction of Coffee Shop Customers and their Impacts on Customer Loyalty and Switching Intention: Moderating Effects of Alternative Attractiveness

Kim, Ji-Yeon 1 Kim, ChungAh 1

1가천대학교

Accredited

ABSTRACT

This study extends the link between customer satisfaction and loyalty by adding the switching intention. Hedonic, functional, and economic values are included to measure the experiential value as an antecedent variable of satisfaction. The moderating effects of alternative attractiveness were tested for the relationship between the satisfaction and loyalty as well as the relationship between the satisfaction and switching intention. 410 Online questionnaires were distributed from June18th to the 22nd, 2014. From those, 289 respondents were included in the analyses using the SPSS 23.0 version for the study. The results reveal that all of the hedonic, functional, and economic values significantly influence satisfaction. In addition, satisfaction has a significant positive effect on loyalty. On the contrary, positive effects on the switching intention were not statistically significant. Finally, the alternative of attractiveness has a significant moderating effect that is in a negative direction for loyalty as well as for the switching intention.

Citation status

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