A conceptual framework of emotional experience and youth loyalty in Malaysian hipster cafés using the S-O-R model

Abstract

The rapid growth of hipster cafés in Malaysia has increased competition within the experience-based food and beverage sector. The traditional loyalty models based on service quality and satisfaction are increasingly insufficient to explain youth consumer behaviour. This conceptual paper aims to explore how emotional experience functions as a central mechanism in shaping youth loyalty within Malaysian hipster cafés by applying the Stimulus–Organism–Response (S-O-R) framework. This study synthesizes recent literature (2021–2025) from hospitality, consumer behaviour, and experiential marketing. Using the S-O-R framework as the theoretical foundation, the paper conceptualises hipster cafés as symbolic servicescape where environmental stimuli are comprising atmosphere and sensory cues, symbolic value and authenticity, and social escape. This stimulus will trigger internal emotional experiences that subsequently influence behavioural responses. Unlike traditional loyalty frameworks, this study posits that emotional experience as the key mediating variable linking café environment and youth loyalty outcomes. The framework highlights that in highly hedonic and socially mediated consumption settings, emotional experience may employ a stronger influence on loyalty than cognitive satisfaction or functional service evaluations. The study offers strategic insights for café operators to prioritise emotionally engaging servicescape and digitally shareable experiences to strengthen youth loyalty. In addition, it extends the S-O-R framework by positioning emotional experience as the primary mediator of loyalty and contextualising emotionally driven loyalty within the Malaysian youth café market, providing a foundation for future empirical research.