Perceived customer experience value of self-service coffee establishments and revisit intenti̇on: Mersin example

The main objective of the research is to determine the coffee consumption habits of consumers who shop at self-service coffee shops in Mersin province. The questionnaire form prepared in this context was collected face-to-face by convenience sampling method from 425 people who shop at self-service coffee shops in Mersin between April 15, 2023 and May 6, 2023. As a result of the missing data and deviant analyses applied to the 425 questionnaires, 20 questionnaires were excluded from the data set and the analyses were carried out on 405 questionnaires. In addition to reliability analysis, analysis techniques such as explanatory factor analysis, correlation and regression analysis were used. Analyses were performed individually for the dimensions of product quality, service quality and experience quality factors, which are sub-dimensions of customer experience, and for the dimensions of value and revisit intention. Hypotheses were tested with regression analyses. According to the results obtained, it has been revealed that the dimensions of product quality, service quality and experience quality, which are the factors of customer experience, have a significant effect on revisit intention. However, when the value dimension came into play, the effect of service quality and experience quality, which are customer experience factors, on revisit intention became insignificant, and this effect was realized through the full mediation of value. Since the effect of product quality on revisit intention did not become significant, value played a partial mediating role at this point. As a result, consumers who shop at self-service coffee shops in Mersin province tend to put service quality and experience quality in the second plan and intend to revisit when they feel valued. On the other hand, it can be said that even if they feel valued, they prioritize product quality. In light of these findings, it is recommended that self-service coffee businesses should conduct new research and development to make customers feel valued.