Exploring the coffee shop experience: The impact of customer experience on revisit intentions in urban specialty coffee shops

Authors

  • Mohammad Farouqi Mohd Hanafi Faculty of Hotel and Tourism Management, Universiti Teknologi Mara, 40450 Shah Alam, Selangor, Malaysia.
  • Aslinda Mohd Shahril Faculty of Hotel and Tourism Management, Universiti Teknologi Mara, 40450 Shah Alam, Selangor, Malaysia.
  • Vanessa Gaffar Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Jawa Barat 40154, Indonesia.
  • Abdul Rais Abdul Rahman Faculty of Fisheries and Food Sciences, University Malaysia Terengganu, 21300 Kuala Nerus, Malaysia.

DOI:

https://doi.org/10.24200/jonus.vol10iss2pp417-448

Abstract

Background and Purpose: The specialty coffee industry is rapidly evolving, driven by consumer demand for unique and immersive experiences. This study investigates the influence of experienscape components—sensory, functional, social, natural, and cultural—on customer revisit intentions in urban specialty coffee shops in Malaysia’s Klang Valley. It also examines the mediating role of customer experience in these relationships, addressing gaps in understanding revisit behaviors in Malaysia’s competitive coffee market

Methodology: A quantitative approach was employed, involving data collection from 153 frequent specialty coffee shop customers. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationships between experienscape components, customer experience, and revisit intentions.

Findings: The findings reveal that experienscape components do not directly influence revisit intentions. However, sensory, social, and natural components significantly enhance customer experience, which mediates their effect on revisit intentions. Functional and cultural components showed weaker effects on customer experience and revisit intentions. These results highlight the importance of creating engaging environments to foster positive customer experiences and drive loyalty.

Contributions: This study contributes to hospitality literature by providing insights into the role of environmental and experiential factors in shaping customer behavior. Practically, it offers actionable strategies for coffee shop owners to design multi-sensory spaces, enhance social interactions, and incorporate natural elements to improve customer satisfaction and retention.

Keywords: Experienscape, customer experience, revisit intentions, specialty coffee, Malaysia.

Author Biographies

  • Mohammad Farouqi Mohd Hanafi, Faculty of Hotel and Tourism Management, Universiti Teknologi Mara, 40450 Shah Alam, Selangor, Malaysia.

    Mohammad Farouqi Mohd Hanafi is a master coursework student in Faculty of Hotel and Tourism Management, Universiti Teknologi Mara, Puncak Alam campus, Bandar Puncak Alam, Kuala Selangor. He graduated from the university in 2024. His research interest is in consumer behavior and service operation. Currently he is joining the Food and beverage industry as an assistant manager in a casual dining restaurant.

  • Aslinda Mohd Shahril, Faculty of Hotel and Tourism Management, Universiti Teknologi Mara, 40450 Shah Alam, Selangor, Malaysia.

    Prof Dr Aslinda Mohd Shahril is a Professor at Faculty of Hotel & Tourism Management, Universiti Teknologi Mara, Puncak Alam campus. Her research interest includes Service Marketing, Marketing, Consumer Behavior, Service Operation and Sensory Marketing. Currently, she is supervising a number of PhD students, Master Research and Coursework and Undergraduate students. She is now the Head of Community Network, ICAN, UiTM.

  • Vanessa Gaffar, Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Jawa Barat 40154, Indonesia.

    Prof. Dr Vanessa Gaffar is professor in Management Study Program, Faculty of Economics and Business Education, Universitas Pendidikan Indonesia. She had her bachelor degree in Accounting from Universitas Padjadjaran, Bandung Indonesia and hold her MBA degree fromm Wright State University, Dayton Ohio, USA. She completed her doctoral degree form Universitas Padjadjaran, Bandung Indonesia. Her research interests are in the field of customer relationship management, social media, tourism marketing, sports tourism, and entrepreneurship. Her works have been published in reputable international journals, national accredited journals, conference proceedings as well as books and book chapters. She is also an active reviewer for reputable international journals and national accredited journals.

  • Abdul Rais Abdul Rahman, Faculty of Fisheries and Food Sciences, University Malaysia Terengganu, 21300 Kuala Nerus, Malaysia.

    Dr. Abdul Rais Abdul Rahman is a senior lecturer specializing in Foodservice at the Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu. His research interest include foodservice consumer behavior, utilization of digital technologies in foodservice operation as well as healthy foodservice initiatives. Prior to working in Universiti Malaysia Terengganu, he worked as a Catering Officer at Hospital Queen Elizabeth, Kota Kinabalu, Sabah.

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Published

2025-07-31

Issue

Vol. 10 No. 2: Journal of Nusantara Studies(JONUS)

Section

Articles

How to Cite

Exploring the coffee shop experience: The impact of customer experience on revisit intentions in urban specialty coffee shops. (2025). Journal of Nusantara Studies (JONUS), 10(2), 417-448. https://doi.org/10.24200/jonus.vol10iss2pp417-448