Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention

Purpose: The purpose of this paper is to investigate the interrelationships among coffeehouse brand experiences, customer satisfaction and perceived value in generating patrons’ repeat purchase intention. Design/methodology/approach: The survey sample consisted of 379 coffeehouse patrons who visited an international chain coffeehouse in a metropolitan city of South Korea. Findings: The results of the structural equation modeling revealed that a coffeehouse brand experience exerted a significant influence on customer satisfaction and perceived value. The repurchase intention was found to be a significant and positive function of customer satisfaction and perceived value. Moreover, the result of the metric invariance test demonstrated a significant moderating impact on the relationships between coffeehouse brand experiences and customer satisfaction, coffeehouse brand experiences and perceived value, and customer satisfaction and repurchase intention. Research limitations/implications: An examination of the moderating role of switching costs demonstrated that the relationships between coffeehouse brand experiences and customer satisfaction, between coffeehouse brand experiences and perceived value and between customer satisfaction and repurchase intention differed across switching costs groups. More specifically, the relationship strength was greater for the high group of switching costs than for the low group. Originality/value: The present study provides coffeehouse management with a better understanding of the underlying mechanism of patrons’ repurchase decision generation process.