Examining the effects of innovativeness in coffee shops on customer citizenship behaviour
ANKARA INTERNATIONAL CONGRESS ON SCIENTIFIC RESEARCH-X, Ankara, Türkiye, 25 - 27 Haziran 2024, ss.960-968, (Tam Metin Bildiri)
- Yayın Türü: Bildiri / Tam Metin Bildiri
- Basıldığı Şehir: Ankara
- Basıldığı Ülke: Türkiye
- Sayfa Sayıları: ss.960-968
- Süleyman Demirel Üniversitesi Adresli: Evet
Özet
Coffee shops are the
rising star of the food and beverage sector, and new coffee shops are being
added with a concept that includes various and different coffee flavours. In an
intensely competitive environment, the ability of coffee shops to increase
their market share and gain competitive advantage depends on their ability to
use effective marketing tools and create customer value. Today, with the
developing technology, one of these marketing tools is innovation. The purpose
of this study is to examine the effects of innovative practices in coffee shops
on customer citizenship behaviour. According to the results of the analysis of
426 data obtained from the customers of an international chain coffee shop, it
was found that menu innovation, technology-based innovation, experiential
innovation and marketing innovation dimensions positively affect customer
citizenship behaviour. It is thought that the results of the study will provide
a unique contribution to the literature as well as guiding coffee shop managers
in terms of developing strategic plans.