Table 2 Conceptual model scales...

Table 2

Conceptual model scales

Construct	Description	Source	Items	Likert scale
Customer social value	Utility derived from the product’s ability to enhance social self-concept	Sweeney and Soutar (2001)	Purchasing FT coffee would help me to feel acceptable	7
			Purchasing FT coffee would improve the way I am perceived
			Purchasing FT coffee would make a good impression on other people
			Purchasing FT coffee would give Its owner social approval
Customer emotional value	Utility derived from the feelings or emotional states that a product generates	Sweeney and Shouter (2001)	FT coffee is one that l would enjoy	7
			FT coffee would make me want to use it
			FT coffee is one that I would feel relaxed about using
			FT coffee would make me feel good
			FT coffee would give me pleasure
Customer expectations	Expectations derived from the anticipation of expected benefits and sacrifices that result from the purchase and the use of a product based on prior consumption experience or nonexperiential information available from sources such as advertising and word-of-mouth, and a forecast of the supplier’s ability to deliver quality in the future	Fornell et al. (1996)	How would you rate your expectations of the overall quality of the FT coffee?	10
			How well did you expect your FT coffee to meet your personal requirements?
			How often did you expect that things could go wrong with your FT coffee?
Perceived quality	Utility derived from the expected performance or excellence of the product	Fornell et al. (1996) and Sweeney and Soutar (2001)	How would you rate the overall quality of your FT coffee?	10
			How well has your FT coffee actually met your personal requirements?
			How often have things actually gone wrong with your FT coffee?
Perceived value	Utility derived from a comparison of benefits and sacrifices associated with the purchase or consumption of the product	Fornell et al. (1996)	Given the quality of your FT coffee, how would you rate the price that you paid (or prices that you pay) for FT coffee?	10
Perceived value		Fornell et al. (1996)	Given the price that you paid (or prices that you pay at) for your FT coffee, how would you rate the quality of your FT coffee?	10
Customer satisfaction	Overall evaluation after purchase assessed from comparison of the perceived result after purchase with expectations prior to purchase	Fornell et al. (1996)	How satisfied are you with your FT coffee?	10
			To what extent has your FT coffee fallen short of or exceeded your expectations?
			How well do you think your FT coffee compares with that ideal coffee?
Customer loyalty	Likelihood to purchase a company’s products or services in response to price changes	Fornell et al. (1996)	The next time you are going to purchase coffee, how likely is it that you will purchase a FT coffee again?	10
			What would be the maximum price increase for your FT coffee that you would be willing to tolerate before you would definitely not choose FT coffee the next time you buy coffee?	3
			How much should the price of your FT coffee drop before you definitely choose an alternative coffee the next time you buy coffee?	3

Construct	Description	Source	Items	Likert scale
Customer social value	Utility derived from the product’s ability to enhance social self-concept	Sweeney and Soutar (2001)	Purchasing FT coffee would help me to feel acceptable	7
			Purchasing FT coffee would improve the way I am perceived
			Purchasing FT coffee would make a good impression on other people
			Purchasing FT coffee would give Its owner social approval
Customer emotional value	Utility derived from the feelings or emotional states that a product generates	Sweeney and Shouter (2001)	FT coffee is one that l would enjoy	7
			FT coffee would make me want to use it
			FT coffee is one that I would feel relaxed about using
			FT coffee would make me feel good
			FT coffee would give me pleasure
Customer expectations	Expectations derived from the anticipation of expected benefits and sacrifices that result from the purchase and the use of a product based on prior consumption experience or nonexperiential information available from sources such as advertising and word-of-mouth, and a forecast of the supplier’s ability to deliver quality in the future	Fornell et al. (1996)	How would you rate your expectations of the overall quality of the FT coffee?	10
			How well did you expect your FT coffee to meet your personal requirements?
			How often did you expect that things could go wrong with your FT coffee?
Perceived quality	Utility derived from the expected performance or excellence of the product	Fornell et al. (1996) and Sweeney and Soutar (2001)	How would you rate the overall quality of your FT coffee?	10
			How well has your FT coffee actually met your personal requirements?
			How often have things actually gone wrong with your FT coffee?
Perceived value	Utility derived from a comparison of benefits and sacrifices associated with the purchase or consumption of the product	Fornell et al. (1996)	Given the quality of your FT coffee, how would you rate the price that you paid (or prices that you pay) for FT coffee?	10
Perceived value		Fornell et al. (1996)	Given the price that you paid (or prices that you pay at) for your FT coffee, how would you rate the quality of your FT coffee?	10
Customer satisfaction	Overall evaluation after purchase assessed from comparison of the perceived result after purchase with expectations prior to purchase	Fornell et al. (1996)	How satisfied are you with your FT coffee?	10
			To what extent has your FT coffee fallen short of or exceeded your expectations?
			How well do you think your FT coffee compares with that ideal coffee?
Customer loyalty	Likelihood to purchase a company’s products or services in response to price changes	Fornell et al. (1996)	The next time you are going to purchase coffee, how likely is it that you will purchase a FT coffee again?	10
			What would be the maximum price increase for your FT coffee that you would be willing to tolerate before you would definitely not choose FT coffee the next time you buy coffee?	3
			How much should the price of your FT coffee drop before you definitely choose an alternative coffee the next time you buy coffee?	3

Source(s): By authors

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