Acceso usuarios
Vigo, España
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.
