The Coffee Shop New Retail Business Model
DOI:
https://doi.org/10.31098/ijebce.v2i2.786Keywords:
New Retail, Business Model, Customer Experience, 4’C Theory, The Coffee ShopAbstract
New retail is an innovative business model combining online and offline (O2O) shopping experiences (Alibaba Gorup, 2018) and is discovering how to adapt to the digital transformation. Several factors that could affect consumer experience when shopping online include ease of accessing and using the web, Hedonic and Utilitarian Features, Convenience, personalization, social interaction, and compatibility on various devices. The study aims to measure the relationship between the new retail business model dimension: customer, convenience, and communication to customer experience. This research identifies the factors that influence the customer experience in the new retail business model; three hypotheses were built in this study, then tested. The quantitative approach uses a partial least square (PLS) application to obtain the data and measure the impact of each dimension on the new retail concept. The population in this study is Starbucks consumers who have used all online-offline channels and are living in Bandung West Java. Based on the research objectives, the conclusion from the research results is the establishment of a model that represents the relationship between consumer variables, convenience, communication, and customer experience. Based on the model validation results, consumers and communication are the factors that influence the customer experience in coffee shops online and offline in the new retail concept. The communication variable is the most significant variable that directly affects the customer experience.
Downloads
References
Alibaba Group. 2018. Apa itu New Retail? Ini Penjelasan Lengkapnya. https://id.alibabanews.com/new-retail-alibaba/#:~:text=Untuk memberikan pengalaman yang lebih,untuk beradaptasi di dunia digital.
Bhattacharyya, S. 2019. With new store types and upgraded digital chops, Starbucks has evolved its retail strategy. https://digiday.com/retail/starbucks-retail-strategy/
Bilgihan, A., Kandampully, J. A., & Zhang, T. (Christina). 2016. Towards a unified customer experience in online shopping environments: antecedents and outcomes. International Journal of Quality and Service Sciences Article, 8(1).
Ekarina. 2018. Marak E-Commerce, Permintaan Ruang Mal Terus Turun. Katadata. https://katadata.co.id/ekarina/berita/5e9a558b94112/marak-e-commerce-permintaan-ruang-mal-terus-turun
Ferreira, J., & Ferreira, C. 2018. Challenges and opportunities of new retail horizons in emerging markets: The case of rising coffee culture in China. Business Horizons, 61(5), 783–796. https://doi.org/10.1016/j.bushor.2018.06.001
Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. 2014. Multivariate Data Analysis (7th Editio). Pearson Education Limited.
Hair Jr., J. F., Hulth, T. M., Ringle, C. M., & Sarstedt, M. 2016. A Primer on Partial Least Squares Structural Equation Modeling (2nd Edition). SAGE Publication, Inc. https://doi.org/10.1016/j.lrp.2013.01.002
Heiz-Spahn, S. 2013. Cross-channel free-riding consumer behavior in a multi-channel environment: an investigation of shopping motives, sociodemographics, and product categories. Journal of Retail consumer service 20 (6), 570-578
Mascarenhas, O. A., Kesavan, R., & Bernacchi, M. 2006. Lasting customer loyalty: A total customer experience approach. Journal of Consumer Marketing, 23(7), 397–405. https://doi.org/10.1108/07363760610712939
Nasermoadeli, A., Ling, K. C., & Maghnati, F. 2013. Evaluating the Impacts of Customer Experience on Purchase Intention. International Journal of Business and Management, 8(6). https://doi.org/10.5539/ijbm.v8n6p128
Peltola, S., Vainio, H., & Nieminen, M. (2015). Key Factors in Developing Omnichannel Customer Experience with Finnish Retailers. Springer International Publishing Switzerland, 335-346. DOI: 10.1007/978-3-319-20895-4_31
Shah, A.M., Yan, X., Qayyum, A. (2021). Adoption of Mobile Food Ordering Apps for O2O Food Delivery Services during the Covid-19 outbreak. British Food Journal. DOI 10.1108/BFJ-09-2020-0781
Thorfiani, D., Suarsa, S. H., & Oscar, B. 2021. Teknologi E-commerce dan Pengalaman Konsumen. Jkbm (Jurnal Konsep Bisnis Dan Manajemen), 7(2), 139–148. https://doi.org/10.31289/jkbm.v7i2.4623
Zhang, A., Liang, C., & Yin, J. 2018. How can small do better? Discussion on new retail marketing mode based on 4Cs theory. ACM International Conference Proceeding Series, 46–50. https://doi.org/10.1145/3194188.3194190
Downloads
Article Metrics
- 24 times
- 190 times
Published
Citation Check
How to Cite
Issue
Section
License
Copyright (c) 2022 Noneng Nurjanah
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Content Licensing, Copyright, and Permissions
1. License
International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) has CC-BY NC as the optimal license for the publication, distribution, use, and reuse of scholarly work for non-commercial purposes. The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial 4.0 International License
Creative Commons License
2. Author’s Warranties
The author warrants that the article is original, written by the stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User Rights
International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) objective is to disseminate articles published are as free as possible. Under the Creative Commons license, this journal permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and this journal on distributing works in the journal.
4. Rights of Authors
Authors retain the following rights:
Copyright, and proprietary rights relating to the article, such as patent rights, the right to use the substance of the article in future own works, including lectures and books, the right to reproduce the article for own purposes, the right to self-archive the article, the right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE)).
The author has a non-exclusive publishing contract with a publisher and the work is published with a more restrictive license, the author retains all the rights to publish the work elsewhere, including commercially, because she/he is not subject to the conditions of her / his own license, regardless of the type of CC license chosen.
5. Co-Authorship
If the article was jointly prepared by other authors, the signatory of this form warrants that he/she has been authorized by all co-authors to sign this agreement on their behalf, and agrees to inform his/her co-authors of the terms of this agreement.
6. Termination
This agreement can be terminated by the author or International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) upon two months’ notice where the other party has materially breached this agreement and failed to remedy such breach within a month of being given the terminating party’s notice requesting such breach to be remedied. No breach or violation of this agreement will cause this agreement or any license granted in it to terminate automatically or affect the definition of International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE).
7. Royalties
This agreement entitles the author to no royalties or other fees. To such extent as legally permissible, the author waives his or her right to collect royalties relative to the article in respect of any use of the article by This agreement can be terminated by the author or International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) upon two months’ notice where the other party has materially breached this agreement and failed to remedy such breach within a month of being given the terminating party’s notice requesting such breach to be remedied. No breach or violation of this agreement will cause this agreement or any license granted in it to terminate automatically or affect the definition of International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) or its sublicensee.
8. Miscellaneous
International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed and International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) or its sublicensee has become obligated to have the article published. International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) may conform the article to a style of punctuation, spelling, capitalization, referencing and usage that it deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers.
