The Role of Purchase Behavior in Consumers' Intent to Revisit and Recommend Coffee Shops in Manila: A Mediation Analysis

Abstract

The study investigates the influence of purchase behaviour on customers' intentions to revisit and recommend coffee shops in Manila, utilizing a mediation analysis. In light of coffee shops' growing significance as social and recreational venues, this study attempts to comprehend the all-encompassing experience that fosters patron loyalty. The study specifically examines how characteristics such as product, service, price, and physical environment quality influence consumer satisfaction and buying behaviour. These factors then influence consumers' inclination to recommend and return. We employed a causal quantitative research methodology to gather data from 235 customers of coffee shops located in Metro Manila through a structured survey. We used a structural equation modelling technique known as partial least squares (PLS-SEM) to examine the correlations between the variables. The results indicate that the quality of the product and the pricing significantly influence customer satisfaction and purchasing behaviour, two major factors that determine intents to return and recommend. However, there was no substantial direct effect of either physical environment or service quality on purchasing behaviour, indicating the possibility of other factors at play. The study emphasizes how crucial it is to uphold fair pricing policies and excellent standards for products in order to increase client loyalty. It also emphasizes how intricate client experiences may be and how important it is for coffee shops to concentrate on the whole experience rather than just their product lines. For coffee shop owners and managers looking to improve consumer advocacy and retention in a cutthroat industry, the findings offer insightful information.