Table 6 Perceptions of infrequent customers towards trendy coffee café
Themes | Codes | Selected quotes from transcripts |
|---|---|---|
Perceived Product quality | Coffee quality Product quality Price Taste | “The coffee and food are nice but I think it is way too expensive” “I still prefer Kopi O (coffee without milk at local coffee café). I find the coffee there (trendy coffee café) good but not fragrant enough, and not suit my taste” |
Perceived Service quality | Staff performance Amount of service | “The people there are nice, and they usually communicate politely” |
“They don’t really offer much service…” “I find them to be patient when I took some time to consider what to drink at one time” | ||
Perceived Experience quality | Impression Atmosphere | “I don’t often go there but I have good impression on the soothing atmosphere” |
Purpose of usage | “It’s a nice place to meet people. I might consider having informal discussions there” | |
Unclassified | Convenience | “There is no Starbucks, Coffee Beans or Bing Coffee at my hometown… that’s why I can only go there once a while” |
Normative influence | “Some of my friends usually ask me to meet up there. So I go there sometimes” | |
Economic condition | “Budget is tight and our economy is not doing so well… I will only go there if I have extra money” |