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.