Precursors and outcomes of satisfaction of fair trade coffee consumers

  1. Samira Mili 1
  2. Carlos Ferro-Soto 2
  1. 1 Moulay Ismail University
  2. 2 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

Revista:
European journal of management and business economics

ISSN: 2444-8494,  2444-8451

Ano de publicación: 2024

Volume: 33

Número: 2

Páxinas: 195-211

Tipo: Artigo

DOI: 10.1108/EJMBE-03-2022-0079 DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: European journal of management and business economics

Obxectivos de Desenvolvemento Sustentable

Resumo

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.

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