Influence of Flow Experience, Perceived Value and CSR in Craft Beer Consumer Loyalty: A Comparison between Mexico and The Netherlands

Abstract

Craft beer production enterprises are categorized as micro-, small- and medium-sized enterprises (MSMEs) in Mexico and the Netherlands. As MSMEs, they encounter challenges to achieving consolidation; one main challenge is linked to deficient consumer-loyalty development. This work explores and compares the effects of experience of flow, perceived value and CSR in the development of loyalty in two different population samples of craft beer consumers: Mexico and the Netherlands. In total, 452 surveys were collected during experiential events, and the data were analyzed using multivariate partial-least-square (PLS) structural equation modeling. Our model results indicate that attention, concentration and notion of time influence flow experience in the same way in both countries. Experiential factors are stronger for the Mexican population. For the case of the Netherlands, perceived value had a higher effect on loyalty development and a lower impact on experiential factors. The CSR variable was only significant for the Dutch sample.

Decoding Gen Z: AI's influence on brand trust and purchasing behavior

“…Brand trust → Flow experience → Purchasing decision Bilgihan et al, 2014;Shim et al, 2015;Bilgihan, 2016;Ozkara et al, 2017;Iglesias et al, 2019;Guerra-Tamez and Franco-García, 2022 Once the independent variable of brand trust was explained, its positive relationship with the dependent variable purchasing decisions that explained the university student's perception of learning was verified. Likewise, the relationship between brand trust and the flow experience was verified.…”

“…The relationship between flow experience and brand trust has been explored in various retail and e-commerce contexts. Research has indicated that consumers' flow experience can significantly impact their trust in brands (Shim et al, 2015 ; Guerra-Tamez and Franco-García, 2022 ). This trust is often shaped by consumers' perception of the brand's benefits, such as its reputation, quality of products or services, and their familiarity with the brand (Iglesias et al, 2019 ).…”

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“…In terms of customer experience, research has shown that emotional elements, such as atmosphere and customer service, play a critical role in shaping customer perceptions and behaviors. Emotional customer experiences can lead to increased consumer loyalty, positive word-of-mouth, and higher customer satisfaction (e.g., Gorn, 1982;Ibrahim, 2021;Guerra-Tamez & Franco-García, 2022;Koay et al, 2022).…”