Impact of Social Media in Coffee Retail Business

Ersoy Ayse Begum; Keceli Yavuz; Kwiatek Piotr

doi:doi:10.11648/j.jbed.20200501.16

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Impact of Social Media in Coffee Retail Business

Ersoy Ayse Begum, Keceli Yavuz, Kwiatek Piotr

Published in Journal of Business and Economic Development (Volume 5, Issue 1)

Received: 18 June 2019 Accepted: 7 February 2020 Published: 17 March 2020

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Abstract

Retail coffee business has been growing fast in the Middle East countries particularly during the last decade. High penetration rates of mobile communication devices such as smart phones and high usage of Social Media make the coffee retails in the region with Fee WIFI access, very attractive off-line and on-line social venues. The growth of internet in Arab countries is continuous and offers many e-commerce opportunities for retail businesses to penetrate, grow and achieve loyalty. This article aims to test how coffee retail businesses can optimize social media usage in order to increase their customer base, reach higher level of customer satisfaction and hence increase rate of customer loyalty in the long run. The literature review focuses on social media engagement and use of businesses, small businesses and retailers in the world and in the middle-east, coffee shop industry and coffee shop service expectations of customers. The primary data collection is targeted to test the constructs identified in the secondary data for coffee retail business as well as social media engagement of subjects who frequent coffee shops. Proposed conceptual model suggests that social media engagement of coffee shops customers through retailers’ social media and internet presence will lead to higher satisfaction about the shop and consequently transform them into loyal customers. Therefore, finally the model suggests that coffee shops should continuously seek to optimize their social media enabled marketing activities in order to achieve their business objectives.

Published in	Journal of Business and Economic Development (Volume 5, Issue 1)
DOI	10.11648/j.jbed.20200501.16
Page(s)	44-55
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2020. Published by Science Publishing Group

Keywords

Social Media, Social Media Engagement, Small Businesses, Coffee Shop Business, Customer services and Loyalty

References

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APA Style

Ersoy Ayse Begum, Keceli Yavuz, Kwiatek Piotr. (2020). Impact of Social Media in Coffee Retail Business. Journal of Business and Economic Development, 5(1), 44-55. https://doi.org/10.11648/j.jbed.20200501.16

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ACS Style

Ersoy Ayse Begum; Keceli Yavuz; Kwiatek Piotr. Impact of Social Media in Coffee Retail Business. J. Bus. Econ. Dev. 2020, 5(1), 44-55. doi: 10.11648/j.jbed.20200501.16

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AMA Style

Ersoy Ayse Begum, Keceli Yavuz, Kwiatek Piotr. Impact of Social Media in Coffee Retail Business. J Bus Econ Dev. 2020;5(1):44-55. doi: 10.11648/j.jbed.20200501.16

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@article{10.11648/j.jbed.20200501.16,
  author = {Ersoy Ayse Begum and Keceli Yavuz and Kwiatek Piotr},
  title = {Impact of Social Media in Coffee Retail Business},
  journal = {Journal of Business and Economic Development},
  volume = {5},
  number = {1},
  pages = {44-55},
  doi = {10.11648/j.jbed.20200501.16},
  url = {https://doi.org/10.11648/j.jbed.20200501.16},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jbed.20200501.16},
  abstract = {Retail coffee business has been growing fast in the Middle East countries particularly during the last decade. High penetration rates of mobile communication devices such as smart phones and high usage of Social Media make the coffee retails in the region with Fee WIFI access, very attractive off-line and on-line social venues. The growth of internet in Arab countries is continuous and offers many e-commerce opportunities for retail businesses to penetrate, grow and achieve loyalty. This article aims to test how coffee retail businesses can optimize social media usage in order to increase their customer base, reach higher level of customer satisfaction and hence increase rate of customer loyalty in the long run. The literature review focuses on social media engagement and use of businesses, small businesses and retailers in the world and in the middle-east, coffee shop industry and coffee shop service expectations of customers. The primary data collection is targeted to test the constructs identified in the secondary data for coffee retail business as well as social media engagement of subjects who frequent coffee shops. Proposed conceptual model suggests that social media engagement of coffee shops customers through retailers’ social media and internet presence will lead to higher satisfaction about the shop and consequently transform them into loyal customers. Therefore, finally the model suggests that coffee shops should continuously seek to optimize their social media enabled marketing activities in order to achieve their business objectives.},
 year = {2020}
}

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TY  - JOUR
T1  - Impact of Social Media in Coffee Retail Business
AU  - Ersoy Ayse Begum
AU  - Keceli Yavuz
AU  - Kwiatek Piotr
Y1  - 2020/03/17
PY  - 2020
N1  - https://doi.org/10.11648/j.jbed.20200501.16
DO  - 10.11648/j.jbed.20200501.16
T2  - Journal of Business and Economic Development
JF  - Journal of Business and Economic Development
JO  - Journal of Business and Economic Development
SP  - 44
EP  - 55
PB  - Science Publishing Group
SN  - 2637-3874
UR  - https://doi.org/10.11648/j.jbed.20200501.16
AB  - Retail coffee business has been growing fast in the Middle East countries particularly during the last decade. High penetration rates of mobile communication devices such as smart phones and high usage of Social Media make the coffee retails in the region with Fee WIFI access, very attractive off-line and on-line social venues. The growth of internet in Arab countries is continuous and offers many e-commerce opportunities for retail businesses to penetrate, grow and achieve loyalty. This article aims to test how coffee retail businesses can optimize social media usage in order to increase their customer base, reach higher level of customer satisfaction and hence increase rate of customer loyalty in the long run. The literature review focuses on social media engagement and use of businesses, small businesses and retailers in the world and in the middle-east, coffee shop industry and coffee shop service expectations of customers. The primary data collection is targeted to test the constructs identified in the secondary data for coffee retail business as well as social media engagement of subjects who frequent coffee shops. Proposed conceptual model suggests that social media engagement of coffee shops customers through retailers’ social media and internet presence will lead to higher satisfaction about the shop and consequently transform them into loyal customers. Therefore, finally the model suggests that coffee shops should continuously seek to optimize their social media enabled marketing activities in order to achieve their business objectives.
VL  - 5
IS  - 1
ER  -

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Author Information

Ersoy Ayse Begum

Department of Marketing, Shannon School of Business, Cape Breton University, Sydney Nova Scotia, Canada
Keceli Yavuz

College of Business, Alfred University, New York, USA
Kwiatek Piotr

Department of Marketing, College of Business, American University of the Middle East, Kuwait City, Kuwait

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Plain Text BibTeX RIS

APA Style

Ersoy Ayse Begum, Keceli Yavuz, Kwiatek Piotr. (2020). Impact of Social Media in Coffee Retail Business. Journal of Business and Economic Development, 5(1), 44-55. https://doi.org/10.11648/j.jbed.20200501.16

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ACS Style

Ersoy Ayse Begum; Keceli Yavuz; Kwiatek Piotr. Impact of Social Media in Coffee Retail Business. J. Bus. Econ. Dev. 2020, 5(1), 44-55. doi: 10.11648/j.jbed.20200501.16

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AMA Style

Ersoy Ayse Begum, Keceli Yavuz, Kwiatek Piotr. Impact of Social Media in Coffee Retail Business. J Bus Econ Dev. 2020;5(1):44-55. doi: 10.11648/j.jbed.20200501.16

Copy | Download

@article{10.11648/j.jbed.20200501.16,
  author = {Ersoy Ayse Begum and Keceli Yavuz and Kwiatek Piotr},
  title = {Impact of Social Media in Coffee Retail Business},
  journal = {Journal of Business and Economic Development},
  volume = {5},
  number = {1},
  pages = {44-55},
  doi = {10.11648/j.jbed.20200501.16},
  url = {https://doi.org/10.11648/j.jbed.20200501.16},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jbed.20200501.16},
  abstract = {Retail coffee business has been growing fast in the Middle East countries particularly during the last decade. High penetration rates of mobile communication devices such as smart phones and high usage of Social Media make the coffee retails in the region with Fee WIFI access, very attractive off-line and on-line social venues. The growth of internet in Arab countries is continuous and offers many e-commerce opportunities for retail businesses to penetrate, grow and achieve loyalty. This article aims to test how coffee retail businesses can optimize social media usage in order to increase their customer base, reach higher level of customer satisfaction and hence increase rate of customer loyalty in the long run. The literature review focuses on social media engagement and use of businesses, small businesses and retailers in the world and in the middle-east, coffee shop industry and coffee shop service expectations of customers. The primary data collection is targeted to test the constructs identified in the secondary data for coffee retail business as well as social media engagement of subjects who frequent coffee shops. Proposed conceptual model suggests that social media engagement of coffee shops customers through retailers’ social media and internet presence will lead to higher satisfaction about the shop and consequently transform them into loyal customers. Therefore, finally the model suggests that coffee shops should continuously seek to optimize their social media enabled marketing activities in order to achieve their business objectives.},
 year = {2020}
}

Copy | Download

TY  - JOUR
T1  - Impact of Social Media in Coffee Retail Business
AU  - Ersoy Ayse Begum
AU  - Keceli Yavuz
AU  - Kwiatek Piotr
Y1  - 2020/03/17
PY  - 2020
N1  - https://doi.org/10.11648/j.jbed.20200501.16
DO  - 10.11648/j.jbed.20200501.16
T2  - Journal of Business and Economic Development
JF  - Journal of Business and Economic Development
JO  - Journal of Business and Economic Development
SP  - 44
EP  - 55
PB  - Science Publishing Group
SN  - 2637-3874
UR  - https://doi.org/10.11648/j.jbed.20200501.16
AB  - Retail coffee business has been growing fast in the Middle East countries particularly during the last decade. High penetration rates of mobile communication devices such as smart phones and high usage of Social Media make the coffee retails in the region with Fee WIFI access, very attractive off-line and on-line social venues. The growth of internet in Arab countries is continuous and offers many e-commerce opportunities for retail businesses to penetrate, grow and achieve loyalty. This article aims to test how coffee retail businesses can optimize social media usage in order to increase their customer base, reach higher level of customer satisfaction and hence increase rate of customer loyalty in the long run. The literature review focuses on social media engagement and use of businesses, small businesses and retailers in the world and in the middle-east, coffee shop industry and coffee shop service expectations of customers. The primary data collection is targeted to test the constructs identified in the secondary data for coffee retail business as well as social media engagement of subjects who frequent coffee shops. Proposed conceptual model suggests that social media engagement of coffee shops customers through retailers’ social media and internet presence will lead to higher satisfaction about the shop and consequently transform them into loyal customers. Therefore, finally the model suggests that coffee shops should continuously seek to optimize their social media enabled marketing activities in order to achieve their business objectives.
VL  - 5
IS  - 1
ER  -

Copy | Download