We, therefore, consider the relevance of the SPC
in relation to the FT coffee market in France by
studying the relationship between performance on
the FT attribute and customer retention. The
intervening links in this chain may imply a linear,
symmetrical SPC or a nonlinear, asymmetrical SPC.
Furthermore, in our effort to investigate how FT
attributes affect customer loyalty and purchase frequency,
we formulate two main hypotheses.