More than just a cuppa coffee: A multi-dimensional approach towards analyzing the factors that define place attachment

Abstract

This study primarily sought to examine whether Filipinos who frequent local coffee shops experience place attachment within the context of physical, social, cultural and environmental dimensions. It also measured how the characteristics of a third place, with home being first and workplace as second, are typified in the local coffee shops. Discussions elicited from a series of focus groups and insights from interviews with key players of the Philippine coffee industry served as reference in developing the survey questionnaire and in analyzing the survey results. Using random sampling, 272 respondents from seven coffee shops within the Greater Manila Area were selected to participate in the survey. Emotions and attitudes were considered in measuring the extent of attachment or non-attachment by the respondents to the coffee shops. Interrelationships among indicators and dimensions of attachment together with characteristics of a third place were measured through bivariate and canonical correlations.Findings revealed that physical and social dimensions defined the respondents’ attachment to the coffee shops. Data also showed that most of the characteristics of a third place are typified in the coffee shops surveyed. The study provides a new perspective of how Filipinos view coffee more than just a product but as an experience, or both. Paralleled to these results is the need for capacity maximization in creating marketing strategies that would accelerate the company's revenue growth and thus enhance customers’ coffee shop experience.