My Reality Item: A Flat-White From Espresso Room

The consumption of my reality item suggests that the low price of a good is not indicative of a weak

relationship between the consumer and the brand. I argue that low priced goods, when consumed

frequently, fosters the development of an extremely strong brand relationship - which results in

further benefits to the consumer through customer relationships. Additionally, my reality experience

has convinced me that ‘happiness’, in the consumption context, is a combination of the core product

benefit, and the functional benefit and social benefit derived from the customer relationship (Beatty et

al., 1996). For my reality item, as money is largely a prerequisite of a customer relationship, I will

argue that money does buy ‘happiness’. 

“G’day Tom number two!”. This was the greeting I received from ‘Tom number one’, a barista at

Espresso Room, when I lined up for my daily double-shot flat-white. I have been a frequent customer

of the cafe for about a year now, each time I line up I get greeted in the same way, regardless of who

is serving me. After exchanging our standard greetings he asked: ‘double-shot flat-white?’, my usual

order, after confirming I would like my usual order, ‘Tom number one’ was very confused when I

asked him for a tax-receipt, which mixed up our standard operation. As I stood in line, ‘Tom number

one’ and myself talked about work and what we did on the weekend, in this sense, Espresso Room

treats me like a friend, rather than a customer. The purchase of this reality item demonstrates that

value is derived beyond the core benefit level of a product, but extends to brand relationship on an

emotional level (Gwinner et al., 1998)

The relationship that I have developed with Espresso Room gives me additional value through the

three benefits of relationship marketing formulated by Gwinner et al. (1998), these are: (1) increased

confidence in product and service quality, (2) social benefits in the form of recognition from

employees, and (3) special treatment in the form of a free extra shot and priority service. 

Confidence

The purchase of my reality item was enhanced by the customer relationship I have developed with

Espresso Room, which has resulted in a faith of the superior product and service experience, and

confidence that the service provider customises the product to my liking. This is demonstrated by the

cafe consistently knowing how I like my coffee. Fostering my confidence is an important brand

strategy for Espresso Room, as confidence contributes positively to perceived value of a product

(Reynolds & Beatty, 1999). This results in an increase in customer satisfaction (Berry &

Parasuraman, 1993). 

Social Benefits

Through my reality item experience Espresso Room makes me feel like a special, memorable

customer who can be distinguished from others. When I attend Espresso Room, I don’t feel like a

customer, I feel like a friend. This contributes to the social benefits derived from the relationship,

which can be described as enjoying spending time with the employees (Reynolds & Beatty, 1999).

This has important consequences for the business, I am more likely to recommend this product by

word-of-mouth to people who, like myself, would also derive benefit from a relationship with the

cafe (Gremler & Brown, 1999). 

Special Treatment

One of the most important things to me is that my loyalty in a brand relationship is rewarded. As

mentioned above, money is a prerequisite for the existence of our relationship, so receiving special

treatment increases my perceived value of the reality item. In the context of my reality item, this

special treatment came in the form of an extra free shot, and service priority over other customers.

This treatment has important ramifications for trust and commitment, both of which are important

variables in promise fulfillment and customer satisfaction (Rashid, 2003). By providing special

treatment, Espresso Room goes beyond providing what I need, and delights me by giving me more

than what I expect (Hocutt, 1998). 

Concluding Thoughts

There is more to my reality item than the core product benefit derived from the enjoyment of my

good. The culmination of many $5.00 purchases at Espresso Room has led to my service experience

being very different to a normal customer, as a result of the brand relationship with Espresso Room, I

enjoyed an additional functional and social benefit when I consumed my reality item, which

demonstrates that a low priced item does not result in a weak relationship.