Research Article

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

Authors

  • Jan Carlo Libiran Pamantasan ng Lungsod ng Maynila, Graduate School of Business, Manila, Philippines
  • Dexter Alonzo Pamantasan ng Lungsod ng Maynila, Graduate School of Business, Manila, Philippines
  • Michelle Berdin Pamantasan ng Lungsod ng Maynila, Graduate School of Business, Manila, Philippines
  • Charyl Genterola Pamantasan ng Lungsod ng Maynila, Graduate School of Business, Manila, Philippines
  • Benedicto Avila Pamantasan ng Lungsod ng Maynila, Graduate School of Business, Manila, Philippines
  • Bernard Letrero Pamantasan ng Lungsod ng Maynila, Graduate School of Business, Manila, Philippines https://orcid.org/0009-0004-6585-2199
  • Donn Enrique Moreno Mapúa Malayan Colleges Laguna, E.T. Yuchengco College of Business, Laguna, Philippines https://orcid.org/0000-0001-8717-1459

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.

Article information

Journal

Journal of Business and Management Studies

Volume (Issue)

6 (5)

Pages

23-32

Published

2024-09-03

How to Cite

Libiran, J. C., Alonzo, D., Berdin, M., Charyl Genterola, Avila, B., Letrero, B., & Moreno, D. E. (2024). The Role of Purchase Behavior in Consumers’ Intent to Revisit and Recommend Coffee Shops in Manila: A Mediation Analysis. Journal of Business and Management Studies, 6(5), 23–32. https://doi.org/10.32996/jbms.2024.6.5.4

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Keywords:

Purchase Behavior, Customer Satisfaction, Intent to Revisit, Intent to Recommend