The Effect of Customer Experience on Repurchase Intention and Willingness to Pay in Coffee Shops: The Moderating Effect of Shop Types

Purpose: This study investigates the impact of customer experience on perceived value, repurchase intention, and willingness to pay in coffee shops, with a particular focus on the moderating effect of franchise versus independent shop type. Research design, data, and methodology: A survey of 400 consumers who visited a coffee shop within the past three months was conducted. Structural equation modeling (SEM) was used to analyze the relationships among customer experience dimensions, perceived value, and consumer behavior. Results: The findings indicate that product and service experiences significantly enhance perceived value, which subsequently increases repurchase intention and willingness to pay. Store experience, however, did not show a significant effect. Moderating analysis revealed differences by shop type: in franchise coffee shops, product and service experiences were the primary determinants of perceived value, whereas in independent coffee shops, brand, product, and service experiences collectively contributed to perceived value. Conclusion: The results highlight the necessity for differentiated customer experience strategies. Franchise coffee shops should prioritize quality control and service efficiency to enhance perceived value, while independent coffee shops should focus on strengthening brand identity and creating emotionally engaging experiences to foster customer loyalty.