Ambience and social interaction effects on customer patronage of traditional coffeehouses: Insights from kopitiams. Issue 2 (17th February 2020)

• Record Type: Journal Article
• Authors: Lim, Weng Marc; Jee, Teck Weng; Loh, Kar Seng; Chai, Elena Gregoria Chin-Fern
• Is Part Of: Journal of hospitality marketing & management. Volume 29:Issue 2(2020)
• Page Start: 182
• Page End: 201
• Publication Date: 2020-02-17
• Subjects: Ambience -- social interaction -- patronage intention -- coffeehouse -- kopitiam; Hospitality industry -- Marketing -- Periodicals; Leisure industry -- Marketing -- Periodicals; 338.47910688
• DOI: 10.1080/19368623.2019.1603128
• Languages: English
• ISSNs: 1936-8623

Abstract

ABSTRACT: Traditional coffeehouses, such as kopitiams, face intense competition from contemporary coffeehouses, such as artisanal cafés and coffeehouse chains. This paper sought to encourage customer patronage of traditional coffeehouses by considering socioenvironmental factors. Specifically, this paper examined the effects of ambience and social interactions on customer patronage of traditional coffeehouses. A sample of 363 participants, who were patrons of kopitiams, participated in this study. In general, the results of the study showed that ambience and social interactions significantly and positively shaped customers' intentions to patronize traditional coffeehouses. A detailed scrutiny of the main and interaction effects revealed that traditional coffeehouse operators should focus on two ambient conditions to encourage customer patronage: cleanliness and furnishings. Further, the results emphasized that traditional coffeehouse operators need to maintain the quality of coffeehouse furnishings, as patronage decreases as the condition deteriorates, as a result of customers using the furnishings over time in their interactions with other customers.