The influences of coffee shops’ service quality on customer citizenship behavior through flow experience

DAVRAS Ö., M. Davras G.

Journal of Foodservice Business Research, 2025 (Scopus) identifier

  • Publication Type: Article / Article
  • Publication Date: 2025
  • Doi Number: 10.1080/15378020.2025.2533803
  • Journal Name: Journal of Foodservice Business Research
  • Journal Indexes: Scopus, IBZ Online, ABI/INFORM, Environment Index, Hospitality & Tourism Complete, Hospitality & Tourism Index
  • Keywords: Coffee shops, customer citizenship behavior, flow experience, service quality
  • Isparta University of Applied Sciences Affiliated: No

Abstract

This study investigates how customer citizenship behavior (CCB) is affected by coffee shops’ service quality and examines the mediating role of flow experience in this relationship. Survey data collected from 620 customers revealed that interaction quality and result quality dimensions positively influence CCB, while the quality of the physical environment does not demonstrate a statistically significant effect. Furthermore, flow experience mediates the relationships between all sub-dimensions of service quality and CCB. The findings suggest that customers’ CCB toward coffee shops can be enhanced through flow experience, which is influenced by service quality. Additionally, the study proposes strategic recommendations for management to foster CCB, which plays a crucial role in coffee shop competitiveness.