Emerging trend of coffee café in Pakistan: factors affecting revisit

intention
Problem Statement:
In the food and healthcare field, caffeine has been the subject of debate for researchers for three decades,
as more than 80% of the world's population has a habit of caffeine. Most of these studies have been done
to identify the effects of drugs on the human body. Pakistan has not been considered as a Coffee loving
country but still coffee consumption in Pakistan is increasingly unexpectedly. As per Gallup (2009), 91%
of Pakistanis favored tea, whereas 8% favored coffee. The country began to have coffee culture with the
release of espresso in 2004 and Gloria Jane in 2007. Many other coffee brands entered in Pakistani market
with this increasing fashion. In 2015, almost 40 percent of coffee cafes were found more likely to sell
coffee because of increasing trend of coffee consumption (Jamal, 2017). Several local brands have also
invested in the coffee market in response to the increasing coffee customer. The increased competition
and enticing pattern in coffee consumption has made customer retention and revisit intentions a
challenge for cafes.

As intentions include first time and repeated behaviors, therefore literature has announced it as an
integral indicator of customer behavior. Attitudes and values are known as the predictor of ultimate
behaviors of customers (Wang et al., 2009). Genuineness, interpersonal equity and the affiliation of
inclusion with return to eagerly have generally been undiscussed (Mengand Choi, 2018; Aguilar-Rojas et
al., 2015). The association between authenticity and visitor involvement has been discussed in previous
researches but relationship between authenticity and revisit intentions is very rarely discussed (Meng and
Choi, 2018) specially if food industry is considered as a case study. In addition, the explanatory mechanism
between them has never explored before. The objective of this research work is to investigate the
explanatory role of involvement in the relationship of authenticity & revisit intention in a under developed
country.