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

Claire McCamley, Leigh Morland

Research output: Contribution to journalArticlepeer-review

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.
Original languageEnglish
Number of pages19
JournalMarketing Theory
Early online date20 May 2021
DOIs
Publication statusE-pub ahead of print - 20 May 2021

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