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

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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