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The Role of Dedication-Based and Constraint-Based Mechanisms in Consumers’ Sustainable Outcomes in the Coffee Chain Industry

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  • Byoungsoo Kim

    (School of Business, Yeungnam University, 280 Daehakro, Gyeongsansi 38541, Korea)

Abstract

Given the increase in consumers’ preferences for coffee, it is becoming important to understand their decision-making processes in the coffee chain context. To deepen the understanding of sustainable outcomes in this context, this study investigates the role of dedication- and constraint-based mechanisms in forming consumers’ repurchase and positive word-of-mouth (WOM) intentions, two critical sustainable outcomes. We examined the effects of coffee quality, the quality of the physical environment, and service quality in accelerating the formation of dedication-based factors. Moreover, this study offers an in-depth understanding of the enablers of perceived switching costs. Data collected from 238 university students that frequently visit coffee chains were empirically tested against the proposed theoretical framework by using structural equation modeling. The results confirm that both dedication- and constraint-based factors substantially predict consumers’ sustainable outcomes in the coffee chain context. Brand image and perceived switching costs play an important role in enhancing consumers’ repurchase and positive WOM intentions compared with customer satisfaction. Coffee quality is significantly associated with both customer satisfaction and brand image, whereas the quality of the physical environment and service quality are only significantly associated with brand image. Habit is found to be the key enabler of perceived switching costs, while loyalty programs have no significant impact on perceived switching costs.

Suggested Citation

  • Byoungsoo Kim, 2018. "The Role of Dedication-Based and Constraint-Based Mechanisms in Consumers’ Sustainable Outcomes in the Coffee Chain Industry," Sustainability, MDPI, vol. 10(8), pages 1-17, July.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:8:p:2636-:d:160224
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    References listed on IDEAS

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    1. Daekil Kim & Byoungsoo Kim, 2018. "An Integrative View of Emotion and the Dedication-Constraint Model in the Case of Coffee Chain Retailers," Sustainability, MDPI, vol. 10(11), pages 1-20, November.
    2. Asım Dinler & Tarık Atan & Aysen Berberoglu, 2022. "Factors Affecting the Sustained Market Position of TV Channels: Insights from Audience Preferences," Sustainability, MDPI, vol. 14(23), pages 1-19, December.
    3. Luis Enrique Valdez-Juárez & Nicolas Salvador Beltramino & Roberto Limón-Ulloa & Elva Alicia Ramos-Escobar, 2020. "The Quality of the Service, Superior Value Generator in the Restaurant Sector," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(3), pages 1-87, March.
    4. Dariusz Dudek & Marcin Lipowski & Ilona Bondos, 2021. "Changing Energy Supplier on the Market with a Strong Position of Incumbent Suppliers—Polish Example," Energies, MDPI, vol. 14(13), pages 1-16, June.
    5. Byoungsoo Kim, 2019. "Understanding Key Antecedents of Consumer Loyalty toward Sharing-Economy Platforms: The Case of Airbnb," Sustainability, MDPI, vol. 11(19), pages 1-15, September.

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