A holistic view of the service experience at coffee franchises: A cross-cultural study |
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| Institution: | 1. Chaplin School of Hospitality and Tourism Management, Florida International University;2. The Collins College of Hospitality Management, California State Polytechnic University, Pomona, United States;3. Department of F&B Hospitality Industry, U1 University, Republic of Korea;1. Department of Hotel Management, Graduate School of Kyung Hee University, Seoul, Republic of Korea;2. Department of Hotel Management, Kyung Hee University, Seoul, Republic of Korea;1. Faculty of Business Administration, University of Macau, Avenida da Universidade, Taipa, Macau, China;2. School of Hospitality Business Management, Carson College of Business, Washington State University, Pullman, WA, 99164-4742, USA;3. Flinders Business, College of Business, Governance and Law, Flinders University, Australia;4. School of Management, Xiamen University, Xiamen 361005, China |
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| Abstract: | Service quality alone is no longer a sustainable advantage in today's competitive hospitality industry, and marketers are paying more attention to strategically managing the customer's experience. The purpose of this study is to examine the customer service experience from a holistic standpoint, and further consider how different components of the customer service experience influence perceived value, attitudes, and loyalty at coffee franchises. Further, this study conducts a comparative analysis to find the similarities and differences that exist cross-culturally between Americans and Koreans. This study develops a self-administered questionnaire for data collection: we adopt a convenience sampling method and collected data at two Starbucks franchises and two Coffee Bean franchises in both Seoul, South Korea, and Miami, US. Further, the study implements structural equational modeling to analyze the data. Overall, the results support the study hypotheses, and indicate that nationality has a moderating effect on the relation between the latent variables. |
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| Keywords: | Attitude Customer service experience Experience quality Loyalty Perceived value Service quality |
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