Emerging trend of coffee cafe in Pakistan: factors affecting revisit intention

Abstract

Purpose

The global increase in coffee consumption has increased competition among cafes, generating the need to find ways of increasing customers’ revisit. Considering this backdrop, the purpose of this paper is to investigate the impact of authenticity, interpersonal justice and prior experience on customer’s revisit intention, taking involvement as a mediator.

Design/methodology/approach

The data for this study were collected from 489 customers between April and July 2018 from an emerging coffee market. The customers were approached on a convenience basis and a questionnaire-based survey method was used to collect responses.

Findings

The data were analyzed using a two-stage structural equation modeling technique. The study noted authenticity, interpersonal justice and prior experience to not only have a direct impact on revisit intention but also having an indirect impact through involvement.

Research limitations/implications

This study is cross-sectional in nature, which is the foremost limitation of the study. Findings of the study reveal some unexplored dimensions of managing customers’ revisit intention, thus leaving a valuable message for the management of coffee cafes.

Originality/value

This study highlights the importance of authenticity, interpersonal justice, prior experience and involvement with respect to the revisit intention of the customers, as literature is scant on these variables.

Citation

Islam, T., Ahmed, I., Ali, G. and Ahmer, Z. (2019), "Emerging trend of coffee cafe in Pakistan: factors affecting revisit intention", British Food Journal, Vol. 121 No. 9, pp. 2132-2147. https://doi.org/10.1108/BFJ-12-2018-0805