The consumption of FT coffee is sys

The consumption of FT coffee is systematically
associated with a low consumer lifespan. The
exclusive traditional customers exhibit an expected
inactivity date approximately four times higher than
those of the exclusive FT coffee customers (15.3 vs.
3.3 years). In the French coffee market, FT characteristics
thus appear to include lower customer
retention compared with traditional coffee customers.
Even if they are satisfied with an initial FT coffee
purchase, their retention lasts less than 4 years.
Moreover, it does not move higher than the retention
rates of traditional coffee customers. Therefore,
we do not find support for H2a, and FT coffee
purchases appear to involve a temporary commitment,
with an average maximum duration of 3 years
and 4 months (see Figure 1).