Different pathways to create customer value: evidence from Chinese coffee shops

Purpose This study aims to focus on coffee shops in China and explore how customers with different levels of individualism–collectivism values behave in chains and independent stores. Furthermore, it examined the net effect and set relations of organizational form, cultural value orientation and customer and employee behaviors on customer value. Design/methodology/approach This study used two approaches: multiple regression analysis (MRA) and qualitative comparative analysis (QCA). The data analysis was based on a sample of 345 customers who visited coffee shops in China between May 1 and June 25, 2021. Findings The MRA results suggested that customers perceived customer value more easily in independent stores than in chain stores. Moreover, cultural value orientation, information sharing, feedback behavior and employees’ extra services were significant predictors of customer value. The QCA results revealed seven combinations of antecedents that led to high customer value. Originality/value This study contributes to theoretical development in the field of customer value by providing an in-depth understanding of the combinations of factors that increase customer value. It provides a comprehensive understanding of the antecedents to customer value by combining a conventional linear approach with the set-theoretic approach. Furthermore, it contributes to business practices to help manage service encounters, efficiently service customers and maximize customer value.