Precursors and outcomes of satisfaction of fair trade coffee consumers
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Samira Mili [2] ; Carlos Ferro-Soto [1]
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[1] Universidade de Vigo
Universidade de Vigo
Vigo, España
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[2] Moulay Ismail University
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- Localización: European journal of management and business economics, ISSN-e 2444-8494, ISSN 2444-8451, Vol. 33, Nº. 2, 2024, págs. 195-211
- Idioma: inglés
- Enlaces
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Resumen
Purpose– This paper aims to identify the antecedents and postcedents of customer satisfaction, including utilitarian, social and emotional factors, in a fair trade (FT) coffee consumption context. Design/methodology/approach– This paper is based on a broad range of 177 consumers of FT coffee in Spain, the data analysis used structural equation modeling (SEM) with SPSS/AMOS 26.0 software. Findings–Thispapersupportsthatbothcustomersocialvalueandqualityaffectperceivedvalue (PV).PVin turn haseffectsoncustomersatisfaction andthelatterinfluencesloyalty.Conversely, bothcustomeremotional value and customer expectations were not confirmed as antecedents of PV. Researchlimitations/implications–Theconsumersatisfactionanalysisconducteddiffers substantially from those of conventionally traded coffee, as social and emotional factors were considered along with utilitarian factors. Practicalimplications–Practitioners,retailersandrelevantinstitutionsshoulddesignstrategiestomanage efficiently channel efforts to improve the consumer satisfaction and its loyalty. Originality/value– This paper contributes to a substantial improvement in the understanding of consumer satisfaction and its consequences, in FT coffee consumption contexts. A new integrated theoretical model on customer satisfaction has been provided, which includes social and emotional perception factors, along with cognitive perception (quality and expectations) factors.
