An exploratory study of the experiencescape dimensions and customer revisit intentions for urban specialty coffee shops

Purpose –The main aim of this research was to explore specialty coffee experience dimensions

and what drives revisit intentions through experiencescapes. The theoretical framework on

experience co-creation in food and wine consumption by Carvalho et al. (2021) was employed

to explore the dimensions of specialty coffee shop experiences and specialty coffee consumer

revisit intentions.

Design/methodology/approach– Using the interpretivist epistemology, this research

explored these factors from the perspectives of customers, coffee shop baristas, and managers

and owners to better understand consumer behaviour in the context of urban coffee shops. Indepth

interviews were employed to collect data to obtain first-hand, emic perspectives

Findings – The notion of specialty coffee and its experiencescape were examined in the context

of a region of tea-dominated landscapes. This research highlighted the significance of baristas

as agents of coffee connoisseurship, being able to introduce the beans and the art of coffee

making to customers in active ways. The findings amplified that olfactory encounters triggering

a myriad of senses are crucial to the specialty coffee experiencescape.

Originality/value - This is among the first studies to explore the driving factors for customer

visits and revisit intentions to urban coffee shops. The findings point to greater sophistication

and engagement in-person and online for urban coffee shops. More importantly, the olfactory

encounters differed for solo and group customers.