Lone not lonely: Conceptualising the lone consumer servicescape through speciality coffee

Author:

McCamley Claire1ORCID,Morland Leigh1

Affiliation:

1. University of Huddersfield, UK

Abstract

This article explores the lone consumer experience in the context of speciality coffee, resulting in the conceptualisation of the lone consumer servicescape. The lone consumer is conceptualised as a consumption collective, with its own innate characteristics, behaviours and requirements that can be viewed through physical, social and symbolic aspects of servicescape. Through utilising freewriting, the research captures self-reported experiences of lone consumers of speciality coffee. Data derived from 54 respondents is analysed thematically to determine the dimensions of lone consumption. Findings reveal a lone consumption servicescape that combines spatiality, materiality and aesthetic, symbolic discourse and parasocial interactions, mediated by the lone consumer’s self-reflection. Lone consumption, in this context, is acknowledged as a sought after and fulfilling experience but one which requires both a conducive environment and self-awareness to utilise it.

Funder

Huddersfield Business School Research Fund

Publisher

SAGE Publications

Subject

Marketing

Cited by 2 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. The Pursuit of the Solitary;Journal of the Association for Consumer Research;2023-04-01

2. Market Work and the Formation of the Omnivorous Consumer Subject;Journal of Consumer Research;2022-08-09

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