Technology Connectivity and Coffee Enthusiasts

  • Anizah Zainuddin
  • Sarah Irdina Ridzwan
  • Sarah Batrisyia Ridzwan


The objective of this research is to explore the opinion of coffee enthusiasts towards coffee providers in the market.  As such, the link between brand image and customer delight has been referred to.  Customer delight is important and needs to be in focus as buying patterns change when new brands come into the market. An assessment of the interrelationships between the variables was conducted by using a mixed method research. The purposive face to face sampling technique was used with 300 respondents between the ages of twenty and forty were interviewed within the Klang Valley. The data was analysed by using thematic content analysis and simple coefficient analysis. The results evidenced a connection between brand image and customer delight. This indicated the only technology factor which is Wi-Fi facilities as the main predictors of customer delight. This finding concerned the coffee shops – their interiors and ambiance, coffee taste and high-quality ingredients, properly managed facilities, staff attitude & services, and active engagement with social media influencers.  Last but not least, in order to generalize the results of this study, future research is needed.


A Zainuddin, SI Ridzwan, SB Ridzwan (2022), Will the Modest Fashion Industry Survive? Covid-19 Puts Fashion Modest Business to the Test, Asian Journal of Research in Business and Management, e-ISSN: 2682-8510| Vol. 4, No. 3, 345-356,2022.
A Zainuddin, SI Ridzwan, SB Ridzwan (2023), Role of Trust and Relationship Enhance Retail Halal Supply Chain Practices And Customers’ Perception of Halal Compliance, International Journal of Social Science Research, Vol 5 No 1 (2023): March 2023.
Donald Barnes and Alexandra Krallman (2019). “Customer Delight: A Review and Agenda for Research”, The Journal of Marketing Theory and Practice 27(2):174-195
Dzyabura, D. and Hauser, J.R. (2019), “Recommending products when consumers learn their preference weights”, Marketing Science, Vol. 38 No. 3, pp. 417-441.
Edwin N Torres & Giulio Ronzonin (2017), The evolution of the customer delight construct: Prior research, current measurement, and directions for future research, International Journal of Contemporary Hospitality Management 30(3):00-00 DOI:10.1108/IJCHM-09-2016-0528.
Febriyanto Sasongko et al (2020), Attributes of Coffee Shop as Antecedent of Customer Satisfaction, Journal of Business and Behavioural Entrepreneurship 4(2):106-124, DOI:10.21009/JOBBE.004.2.09.
Hingley et all., (2006); Supplier-Retailer Relationships in the UK Fresh Produce Supply Chain, Journal of International Food & Agribusiness Marketing, 18(1):49-86.
Hingley, (2005); Power Imbalanced Relationships: Cases from UK Fresh Food Supply, Industrial Marketing Management, 34 (8), 848-858.
Hussey, M., & Duncombe, N. (1999). Projecting the Right Image: Using Projective Techniques to Measure Brand Image. Qualitative Market Research: An International Journal, 2(1), 22-30.
Keller, K. L. & Lehmann, D., R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25, 740-759.
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity, Upper Saddle River, New Jersey, Prentice Hall.
Keller, K.L. (1993), “Conceptualizing, measuring, and managing consumer-based brand equity”, Journal of Marketing, Vol. 57 No. 1, January, pp. 1-22. Keller, K.L. (2001), "Building Consumer-Based Brand Equity," Marketing Management, 10 (July/August 2), 15-19.
French, A. and Smith, G. (2013), “Measuring Brand association strength: a consumer-based Brand equity approach”, European Journal of Marketing, Vol. 47 No. 8.
Kim, M. G., & Mattila, A. S. (2013). Does a surprise strategy need words? The effect of explanations for a surprise strategy on customer delight and expectations. Journal of Services Marketing, 27(5), 361-370.
Kim, Mi Jeong & Park, Chul Ju (2019), Does Customer Delight Matter in the Customer Satisfaction-Loyalty Linkage? The Journal of Asian Finance, Economics and Business, Volume 6 Issue 3 / Pages.235-245 / 2019 / 2288-4637(pISSN) / 2288-4645(eISSN)
Kotler, P. and Gertner, D. (2002) Country as brand, product, and beyond: A place marketing and brand management perspective. Brand Management 9: 249–261.
MiRan Kim, Christine A. Vogt, and Bonnie J. Knutson View (2013), Relationships Among Customer Satisfaction, Delight, and Loyalty in the Hospitality Industry, Journal of Hospitality & Tourism Research Volume 39, Issue 2,
Moore, M.C. and Helstein, R. (2018), “Positioning: the essence of marketing strategy”, Darden Case No. UVA-M-0754. Darden Business Publishing.
Morgan, R. M. & Hunt, S. D. (1994a). Relationship-Based Competitive Advantage: The Role of Relationship Marketing in Marketing Strategy. Journal of Business Research, 46(3), 281–290.
Morgan, R. M. & Hunt, S. D. (1994b). The Commitment-Trust Theory of Relationship Marketing. The Journal of Marketing, 58(3), 20–38.
Prince Dubey, Naval Bajpai & Sanjay Guha (2018), Classifying customer 'wow', 'aha', and 'cool' affect through arousal: a study on mobile users, International Journal of Electronic Marketing and Retailing 9(1):37 DOI:10.1504/IJEMR.2018.088588.
How to Cite
ZAINUDDIN, Anizah; RIDZWAN, Sarah Irdina; RIDZWAN, Sarah Batrisyia. Technology Connectivity and Coffee Enthusiasts. International Journal of Business and Technology Management, [S.l.], v. 5, n. 2, p. 234-243, june 2023. ISSN 2682-7646. Available at: <>. Date accessed: 30 may 2024.