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Exploring the antecedents and consequences of the coffee quality of Starbucks: a case study

Won Seok Lee (Department of Tourism and Recreation, Kyonggi University, Suwon, Republic of Korea)
Jiwoo Jung (Kyonggi University, Suwon, Republic of Korea)
Joonho Moon (Kangwon National University, Chuncheon, Republic of Korea)

British Food Journal

ISSN: 0007-070X

Article publication date: 5 August 2021

Issue publication date: 23 February 2022

1723

Abstract

Purpose

The purpose of this study is to analyze the influence of coffee quality on brand preference and loyalty using Starbucks as a study subject. The determinants of coffee food healthiness are also investigated.

Design/methodology/approach

Food quality measures are composed of healthiness, taste, customization, price fairness and convenience. Hygiene and nutrition disclosure were examined as determinants of food healthiness. The highlighted food quality attributes were brand love and brand loyalty. Data were collected using Amazon Mechanical Turk. A total of 431 observations were used for data analysis. A structural equation model was conducted for hypotheses testing.

Findings

The results revealed that healthiness is positively associated with hygiene and nutrition disclosure. Brand love is also significantly influenced by healthiness, taste, customization and price fairness. Moreover, taste and price fairness appeared to be essential determinants of Starbucks brand loyalty.

Originality/value

This study scrutinized food quality in the domain of coffee business, and presented implications for the business. Data collected in this study contributed to the literature by revealing quality attributes of coffee and its determinants and also showing the significant relationship between coffee food quality, brand love and brand loyalty.

Keywords

Citation

Lee, W.S., Jung, J. and Moon, J. (2022), "Exploring the antecedents and consequences of the coffee quality of Starbucks: a case study", British Food Journal, Vol. 124 No. 4, pp. 1066-1080. https://doi.org/10.1108/BFJ-04-2021-0442

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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