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According to Po-Tsang and Hsin-Hui (2010), customer’s perceived value can be influence by service quality provided as their result and finding showed that coffee quality, food and beverage are important attributes for service quality that can support the traditional (functional) and symbolic value perceptions. The finding also showed that service dimension can affect customer’s functional value towards coffee outlets and extra benefit contributed may differentiate the coffee outlets with other competitors that add value to customers’ symbolic value. (Po-Tsang and Hsin Hui, 2010)
顾客忠诚度--Customer Loyalty
In generally, customer loyalty is defined as “something that consumer’s exhibit to brands, services, stores, product categories and activities.”(Mark, Grahame, Kathy, 2003) Besides, Jacoby and Kyner (1973) describe customer loyalty as “the biased, behavior response, expressed over time, by some decision making unit, with respect to one or more alternative brands.” Loyalty can be exhibited through two ways which are through behavior of the customers and through attitude such as repeat and frequent patronage to a particular shop. (Jennifer and Jillian, 1999)
Customer loyalty may increase company’s profitability. (John and Shaing-Lih, 2001) According to John and Shiang-Lih (2001), positive correlation occurred between loyal customers and profitability. The main reason is because loyal customer will make repeat purchases. (John and Shiang-Lih, 2001) Meanwhile, customer loyalty is a “long term attitude and a long term behavioral pattern” which shaped by long term and many experiences over the time. (Terblanche and Boshoff, 2006) Customer loyalty can be stimulated by three drivers and the three drivers are “calculative commitment, affective commitment and overall customer satisfaction.” (Gustafsson, 2005)
Calculative commitment is defined as the “rational and economic decision making” which customer are more care about the cost and benefit in their decision making process. (Robert, Graham and Mike, 2009) Besides, affective commitment is a “warner and emotional factors” which customers are emphasize in trust and commitment when they made decision and customer satisfaction is described as a function of the relationship between customer expectation and experience. (Robert, Graham and Mike, 2009)
Brand image can has impact on or foster customer loyalty. (An-Tien and Li, 2007) In addition, if the brand image is favorable, it is more likely for customer to make the next purchases and at the same time, customer loyalty is being formed and enhanced. (An-Tien and Li, 2007)
服务质量--Service Quality
Service is defined as “the difference degrees of service arose” in the process of service delivery between service providers and customers. (Parasuraman, Zeithaml and Berry, 1988) Besides, quality is defined as the evaluation of service delivery process and result of service. (Parasuraman, Zeithaml and Berry, 1988) According to Andaleeb and Carolyn (2006), service quality is one of the critical attributes that driving satisfaction in the service delivery process and the result of the process is defined as service quality.
The current marketplace has become more competitive nowadays, adding superior value to products and services of the company are important as it is the best way to gain competitive advantage. (Woodruff, 1997) Thus, service quality has become an important factor for the company to add value into their products and services. In addition, coffee outlets also face the challenges and are being forced to find new ways to differentiate themselves among their competitors. (Po-Tsang and Hsin-Hui, 2009) Moreover, “providing service quality is considered an essential strategy for success and survive” in the industry. (Dawkins and Reichheld, 1990; Parasuraman, 1985; Reichheld and Sasser,1990; Zeithaml, 1996).
According to Rahim, Osman and Ramayah (2010), service quality is one of the determinants and factors of customer satisfaction and loyalty. Based on their research, there is 43% of customers’ satisfaction change due to the service quality. (Rahim, Osman and Ramayah, 2010) In addition, there is 45% of customers’ loyalty changed when service quality changed. (Rahim, Osman and Ramayah, 2010) Besides, service quality caused a significant positive influence on customer satisfaction and the research showed that food personnel service may has great impact on customers’ satisfaction and gave customer good shopping experiences. (Ming-Shing, Huey-Der and Ming-Fen, n.d) On the other hand, service quality caused “positive influence” on customer loyalty. (Ming-Shing, Huey-Der and Ming-Fen, n.d) Meanwhile, good service quality may lead to high customer satisfaction and in their research; they found out that high customer satisfaction will naturally causes higher customer loyalty. (Ming-Shing, Huey-Der and Ming-Fen, n.d)
In the discussion, Andaleeb and Carolyn (2006) found out that “responsiveness dimension of service quality” is the most critical to customers in restaurant industry. The responsiveness such as server’s appearance, knowledge on the menu and server’s attitude may have impact on the customers’ satisfaction and loyalty. (Andaleeb and Carolyn, 2006) Besides, service quality also may affect customer’s perceived value especially based on functional value and symbolic value. (Po-Tsang and Hsin-Hui, 2009) They further discuss the effect of the service quality that functional value reflects the employees’ attitude and service quality whereas symbolic value “reflects social, emotional, aesthetic and reputational aspect of service quality during coffee consumption”. (Po-Tsang and Hsin-Hui, 2009)\
提供的食物--Food Offering
Food offering defined as the food and beverages that served in the café. At here, the food offering will be measured more into the quality of food and beverages and also choices that available in the café and. According to Wendy and Lynn (2008), food quality is hard to define because they are “classified as credence attributes”. Basically, customer derived quality perceptions from other product cues, either intrinsically or extrinsically. (Wendy and Lyyn, 2008)
Based on Andaleeb and Carolyn (2006), food quality was ranked third important attributes to customer satisfaction. However, food quality is not counted as the factor of individual’s decision to select café although provides better food quality may lead to higher customer satisfaction. (Andaleeb and Carolyn, 2006) In addition, food quality is an important factor to the customer’s total evaluation of satisfaction. (Hong, Victor and Qilan, 2010) Besides, food quality is deemed related to satisfaction within fast food restaurants. (Johns and Howard, 1998)
On the other hand, Po-Tsang and Hsin-Hui (2009) found out that coffee quality and food and beverage factors may influence the perceived value of the customers including functional and symbolic values.(Po-Tsang and Hsin-Hui, 2009) Therefore, food quality are considered as attribute which can provide “ value that customers perceived through a coffee consumption experience”. (Po-Tsang and Hsin-Hui, 2009)
物理条件--Physical Environment
Physical environment is the place where the customers present during the service delivery process. (Ute, Bo, Asa, 2010) In advance, physical environment can be called as servicescape. (Bitner’s, 1992) Servicescape is the man made “physical surrounding that invokes in customers a desire to stay”. (Bitner’s, 1992) Basically, it combined with tangible facilities that can enhance the performance of the service. (Bitner’s, 1992) Besides, Nelson and Joseph defined physical environment as a tangible element of service with the “appearance of physical facilities, personnel, communication materials, and other physical features” that used to deliver service.
Meanwhile, physical environment can also be divided into cleanliness or tidiness of the environment and facilities. (Johnston, 1995) According to Brady and Cronin (2001), ambient conditions, facilities design and social factors may influence the perceived quality of the customer towards the physical environment. Facilities design mention about the functional, aesthetic describe how “visual pleasing is the environment” and social condition showed the “numbers and types” of people at the setting. (Raajpoot, 2002) Ryu and Jang (2008) introduce DINESCAPE which are constructing by six elements such as “facility aesthetics, lighting, ambience, layout, dining equipment, and employees” to describe the internal dining environment of restaurant.
According to Kisang and Soocheong (2008), facility aesthetics can enables restaurant to differentiate itself from the competitors. Besides, favorable physical environment may enhance customer perceptions toward the image of the restaurant. Meanwhile, physical environment created good experiences for customer which determined the extent to which customer to repeat their service demanding , recommend to their friends and stay and spend more than initial planned.(Kisang and Soocheong, 2008) Moreover, good experience stimulates customer loyalty and customer satisfaction. (Kisang and Soocheong, 2008) |
