Abstract:

Coffee is an agricultural and industrial product attributed to different values in the world economy and in many societies as a consumption ritual. Coffee is a cultural code with different consumption styles and meanings that vary according to society. In addition, coffee is an opportunity for commercial gain, especially for undeveloped and developing countries with tropical climates. Coffee, which has long been consumed as a cheap and mass product, is undergoing a change in terms of its value in the market and is being transformed into an expensive and qualified product by third-wave coffee shops. This study aims to identify the factors that are effective in forming experiential loyalty in the third-wave coffee sector. In this study, the relationship chain among quality, perceived value, satisfaction, and loyalty that shape consumer behavior is examined from the perspective of experience, which is of great importance in the third-wave coffee business. The proposed research model was tested using PLS-SEM with data collected through convenience sampling. The findings of the study indicate that experiential quality and perceived value have significant effects on the creation of experiential satisfaction and loyalty towards third-wave coffee shops. While the basic benefits of coffee, which is sold at cheap prices as a mass product in the first and second-wave coffee chains, are at the forefront as a goods-service mix, it has been found that the experience factor comes to the fore in making it a quality product in third wave coffee shops. Therefore, to be successful in the coffee sector and to turn mass product coffee into a specialty product, within the scope of the findings of this study it is recommended to third wave coffee shops to emphasize the element of experience and to offer goods and services by differentiating it from competitors through creative methods.