Browse > Article
http://dx.doi.org/10.21871/KJFM.2022.9.13.3.31

Structural Relationships of Cognitive, Emotional, and Behavioral Evaluations of Coffee Shops  

KIM, Jin-Young (Hotel &Tourism Management, Dong Seoul University)
Publication Information
The Korean Journal of Franchise Management / v.13, no.3, 2022 , pp. 31-43 More about this Journal
Abstract
Purpose: Service quality is a topic of constant interest in marketing research and practitioners. Service quality is an important factor influencing performance even in the context of coffee shops, and research on service quality management strategies continues by coffee shop researchers and practitioners. The service quality of coffee shops is a source of competitive advantage and is an important factor in enhancing customer and business performance. This study aims to identify the effects of cognitive evaluation on emotional and behavioral responses using a cognitive-emotional-behavioral framework and SOR model in the coffee shop context. Cognitive evaluation (service quality) consists of tangibles, responsiveness, assurance, reliability, and empathy dimensions. Research design, data, and methodology: In the proposed model, positive and negative emotions and satisfaction mediate the relationship between service quality and money to spend and visit frequency. The data were collected from customers who visited a coffee shop within the last 1 month. The survey was conducted for about one month. Among a total of 300 distributed questionnaires 261 responses were used for data analysis. The data were analyzed using frequency analysis, measurement model analysis, and structural equation modeling analysis with SPSS 28.0 and SmartPLS 4.0. Results: Tangibles, responsiveness, assurance, and empathy had significant positive effects on positive emotion, while only reliability had a significant negative effect on negative emotion. Both positive and negative emotions had significant positive effects on customer satisfaction, but not on money to spend and visit frequency. Lastly, customer satisfaction had significant positive effects on money to spend and visit frequency. Conclusions: The study revealed the relative weight of cognitive factors on customer emotions and confirmed the validity of SOR model. The fact that tangibility is the most important factor in increasing positive emotions and reliability is the most important factor in reducing negative emotions provides a direction for emotional branding strategies using the service quality mix of coffee shops. This study confirmed the full mediating role of satisfaction between positive and negative emotions and consumer behaviors (money to spend and visit frequency). This infers that when a coffee shop increases customer satisfaction through customer emotion management, the customer's money to spend and visit frequency in the coffee shop increases.
Keywords
Coffee shop; Cognitive evaluation; Emotional evaluation; Behavioral evaluation;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Babin, B. J., & Attaway, J. S. (2000). Atmospheric affect as a tool for creating value and gaining share of customer. Journal of Business Research, 49(2), 91-99.   DOI
2 Baloch, M. A., Meng, F., Xu, Z., Cepeda-Carrion, I., & Bari, M. W. (2017). Dark triad, perceptions of organizational politics and counterproductive work behaviors: The moderating effect of political skills. Frontiers in psychology, 8, 1972.   DOI
3 Abou-Shouk, M. A., & Khalifa, G. S. (2017). The influence of website quality dimensions on e-purchasing behaviour and e-loyalty: A comparative study of Egyptian travel agents and hotels. Journal of Travel & Tourism Marketing, 34(5), 608-623.   DOI
4 Beedie, C., Terry, P., & Lane, A. (2005). Distinctions between emotion and mood. Cognition & Emotion, 19(6), 847-878.   DOI
5 Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of marketing Science, 28(1), 128-137.   DOI
6 Bonfanti, A., & Yfantidou, G. (2021). Designing a memorable in-store customer shopping experience: Practical evidence from sports equipment retailers. International Journal of Retail & Distribution Management, 49(9), 1295-1311.   DOI
7 Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1993). More on improving service quality measurement. Journal of Retailing, 69(1), 140-147.   DOI
8 Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, 64(1), 12-40.
9 Lee, Y.-K., Back, K. J., & Kim, J. Y. (2009). Family restaurant brand personality and its impact on customer's emotion, satisfaction, and brand loyalty. Journal of Hospitality & Tourism Research, 33(3), 305-328.   DOI
10 Lee, Y.-K., Lee, J. J., & Park, D. H. (2000). The impact of hotel chinese restaurants' environment on service evaluation and purchase behavior. Korean Journal of Hospitality & Tourism, 9(2), 211-228.
11 Olorunniwo, F., Hsu, M. K., & Udo, G. J. (2006). Service quality, customer satisfaction, and behavioral intentions in the service factory. Journal of Services Marketing, 20(1), 59-72.   DOI
12 Mitas, O., Yarnal, C., & Chick, G. (2012). Jokes build community: Mature tourists' positive emotions. Annals of Tourism Research, 39(4), 1884-1905.   DOI
13 Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33-44.   DOI
14 Aiken, L. S., West, S. G., & Reno, R. R. (1991). Multiple regression: Testing and interpreting interactions. US: Sage.
15 Andreassen, T. W., & Lanseng, E. (1998). The principal's and agents' contribution to customer loyalty within an integrated service distribution channel: An external perspective. European Journal of Marketing, 31(7), 487-503.   DOI
16 Babin, B. J., Griffin, M., Borges, A., & Boles, J. S. (2013). Negative emotions, value and relationships: Differences between women and men. Journal of Retailing and Consumer Services, 20(5), 471-478.   DOI
17 Bellizzi, M. G., Eboli, L., & Mazzulla, G. (2020). Air transport service quality factors: A systematic literature review. Transportation Research Procedia, 45, 218-225.   DOI
18 Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49.   DOI
19 Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68.   DOI
20 Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. Akron, Ohio: University of Akron Press.
21 Goossens, C. (2000). Tourism information and pleasure motivation. Annals of Tourism Research, 27(2), 301-321.   DOI
22 Yang, J. J., Iyer, R., & Lee, Y.-K. (2022). Why do local foodscapes matter in building tourist trust and loyalty?. Sustainability, 14(4), 2029.   DOI
23 Wong, A. (2004). The role of emotional satisfaction in service encounters. Managing Service Quality: An International Journal, 14(5), 365-376.
24 Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.   DOI
25 Wu, H. C., Cheng, C. C., & Ai, C. H. (2016). A study of exhibition service quality, perceived value, emotion, satisfaction, and behavioral intentions. Event Management, 20(4), 565-591.   DOI
26 Yoon, T. H., & Ekinci, Y. (2003). An examination of the SERVQUAL dimensions using the Guttman scaling procedure. Journal of Hospitality & Tourism Research, 27(1), 3-23.   DOI
27 Caruana, A., & Ewing, M. T. (2010). How corporate reputation, quality, and value influence online loyalty. Journal of Business Research, 63(9), 1103-1110.   DOI
28 Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.   DOI
29 Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.   DOI
30 Erber, R., & Erber, M. W. (1994). Beyond mood and social judgment: Mood incongruent recall and mood regulation. European Journal of Social Psychology, 24(1), 79-88.   DOI
31 Harrison-Walker, L.J. (2019). The effect of consumer emotions on outcome behaviors following service failure. Journal of Services Marketing, 33(3), 285-302.   DOI
32 Han, H., & Back, K. J. (2007). Investigating the effects of consumption emotions on customer satisfaction and repeat visit intentions in the lodging industry. Journal of Hospitality & Leisure Marketing, 15(3), 5-30.   DOI
33 Hino, H., & Levy, S. (2016). Determinants for store-switching in shopping for fresh produce: Investigating the mediating role of consumer way of life. The International Review of Retail, Distribution and Consumer Research, 26(5), 541-565.   DOI
34 Kim, E. J., Lee, Y.-K., Kwon, Y. J., & Kim, E. S. (2004). The effect of selected in-restaurant environment on customer satisfaction and behavioral intentions/behaviors using structural equation model: Mediating roles of customer's emotions. The Academy of Customer Satisfaction Management, 6(1), 1-16.
35 Faraj, S., Renno, W., & Bhardwaj, A. (2021). Unto the breach: What the COVID-19 pandemic exposes about digitalization. Information and Organization, 31(1), 100337.   DOI
36 Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.   DOI
37 Gummesson, E. (1994). Broadening and specifying relationship marketing. Asia-Australia Marketing Journal, 2(1), 31-43.   DOI
38 Gursoy, D., Chen, J. S., & Chi, C. G. (2014). Theoretical examination of destination loyalty formation. International Journal of Contemporary Hospitality Management, 26(5), 809-827.   DOI
39 Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management & Data Systems, 116(1), 2-20.   DOI
40 Jang, S. S., & Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants. Journal of Business research, 62(4), 451-460.   DOI
41 Jeon, H. M., Kim, M. J., & Jeong, H. C. (2016). Influence of smart phone food delivery apps' service quality on emotional response and app reuse intention-Focused on PAD theory. Culinary Science and Hospitality Research, 22(2), 206-221.   DOI
42 Kim, M. G., & Mattila, A. S. (2010). The impact of mood states and surprise cues on satisfaction. International Journal of Hospitality Management, 29(3), 432-436.
43 Kwak, K. H. (2015). A study on the effect of service quality of food service company on customer satisfaction and revisit intention. International Journal of Tourism and Hospitality Research, 29(9), 219-231.
44 Lee, Y.-K., Jeong, Y. K., & Choi, J. (2014). Service quality, relationship outcomes, and membership types in the hotel industry: A survey in Korea. Asia Pacific Journal of Tourism Research, 19(3), 300-324.   DOI
45 Nguyen, T. L. H., & Nagase, K. (2019). The influence of total quality management on customer satisfaction. International Journal of Healthcare Management, 12(4), 277-285.   DOI
46 Lee, Y.-K., Lee, C. K., Lee, S. K., & Babin, B. J. (2008). Festivalscapes and patrons' emotions, satisfaction, and loyalty. Journal of Business Research, 61(1), 56-64.   DOI
47 Lysenko-Ryba, K., & Zimon, D. (2021). Customer behavioral reactions to negative experiences during the product return. Sustainability, 13(2), 448.   DOI
48 Markovic, S., Raspor, S., & Segaric, K. (2010). Does restaurant performance meet customers' expectations? An assessment of restaurant service quality using a modified DINESERV approach. Tourism and Hospitality Management, 16(2), 181-195.   DOI
49 Pakurar, M., Haddad, H., Nagy, J., Popp, J., & Olah, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability, 11(4), 1113.   DOI
50 Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.   DOI
51 Prayag, G., Khoo-Lattimore, C., & Sitruk, J. (2015). Casual dining on the French Riviera: Examining the relationship between visitors' perceived quality, positive emotions, and behavioral intentions. Journal of Hospitality Marketing & Management, 24(1), 24-46.   DOI
52 Rashid, Z. A. (2013). Service quality and the mediating effect of corporate image on the relationship between customer satisfaction and customer loyalty in the Malaysian hotel industry. Gadjah Mada International Journal of Business, 15(2), 99-112.
53 Rauch, D. A., Collins, M. D., Nale, R. D., & Barr, P. B. (2015). Measuring service quality in mid-scale hotels. International Journal of Contemporary Hospitality Management, 27(1), 87-106.   DOI
54 Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159-205.   DOI
55 Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127-146.   DOI
56 Rusdin, N. A., & Abdul Rashid, R. (2018). Service quality, satisfaction and revisit intention: A conceptual model. Journal of Tourism, Hospitality and Culinary Arts, 10(2), 1-11.
57 Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: Mediating role of consumer emotions. Psychology & Marketing, 14(4), 361-378.   DOI
58 Verduyn, P., & Lavrijsen, S. (2015). Which emotions last longest and why: The role of event importance and rumination. Motivation and Emotion, 39(1), 119-127.   DOI
59 Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91.   DOI
60 Wirtz, J., & Bateson, J. E. (1999). Introducing uncertain performance expectations in satisfaction models for services. International Journal of Service Industry Management, 10(1), 82-99.   DOI
61 Anwar, K., & Louis, R. (2017). Factors affecting students' anxiety in language learning: A study of private universities in Erbil, Kurdistan. International Journal of Social Sciences & Educational Studies, 4(3), 160-174.
62 Ali, B. J., & Anwar, G. (2021). An empirical study of employees' motivation and its influence job satisfaction. International Journal of Engineering, Business and Management, 5(2), 21-30.
63 Ali, F., Amin, M., & Ryu, K. (2016). The role of physical environment, price perceptions, and consumption emotions in developing customer satisfaction in Chinese resort hotels. Journal of Quality Assurance in Hospitality & Tourism, 17(1), 45-70.   DOI