LOW-PURCHASE LONG-STAY BEHAVIOUR AT ZUS COFFEE: CROWDING, FAIRNESS AND REVISIT INTENTION

This study examines how low-purchase long-stay behaviour influences customer experience in urban coffee chains, using ZUS Coffee customers in Malaysia as the research context. As cafés increasingly function as informal work, study and social spaces, customers who purchase minimally but occupy seats for extended periods may affect other customers’ perceptions of crowding, service fairness, satisfaction and revisit intention. Drawing on servicescape, perceived crowding and service fairness perspectives, this study develops a conceptual model linking low-purchase long-stay behaviour to perceived crowding, perceived service fairness, customer satisfaction and revisit intention. A quantitative survey design is proposed among ZUS Coffee customers who have recently visited physical outlets in Malaysia. The study contributes to consumer behaviour and service management literature by examining café space consumption as part of the customer experience. The findings are expected to provide practical implications for coffee chain operators in managing seating, customer comfort and fairness without weakening the café’s role as a flexible third place.