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

Claire McCamley, Leigh Morland

Research output: Contribution to journalArticlepeer-review

Abstract

This paper 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 (Elbow, 1999, 2000, 2008), 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
JournalMarketing Theory
Publication statusAccepted/In press - 1 Apr 2021

Fingerprint Dive into the research topics of 'Lone not lonely: Conceptualising the lone consumer servicescape through speciality coffee'. Together they form a unique fingerprint.

Cite this