UPM Institutional Repository

Drivers of brand loyalty in the chain coffee shop industry


Citation

Han, Heesup and Hong, Ngoc Nguyen and Song, Hakjun and Chua, Bee Lia and Lee, Sanghyeop and Kim, Wansoo (2018) Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72. 86 - 97. ISSN 0278-4319; ESSN: 1873-4693

Abstract

The present study aimed to examine patrons’ loyalty generation process for a chain coffee shop brand by considering the role of cognitive drivers, affective drivers, brand satisfaction, and relationship commitment. A field survey was conducted in chain coffee shops located in the popular shopping districts of a metropolitan city in South Korea. The proposed model was evaluated by using a structural equation analysis. The results revealed that cognitive and affective factors were in general significantly interrelated; such associations along with brand satisfaction and relationship commitment significantly influenced brand loyalty; and, the brand satisfaction was the most important contributor to building brand loyalty. In addition, the mediating role of study variables was identified. Overall, the proposed theoretical framework contained a sufficient level of explanatory power for brand loyalty. With a lack of research about coffee shop customers’ purchasing behavior, the findings can be meaningfully used for the enhancement of customer loyalty.


Download File

[img] Text
Drivers of brand loyalty in the chain coffee shop industry.pdf

Download (68kB)

Additional Metadata

Item Type: Article
Divisions: Faculty of Food Science and Technology
DOI Number: https://doi.org/10.1016/j.ijhm.2017.12.011
Publisher: Elsevier
Keywords: Relationship commitment; Brand satisfaction; Chain coffee shop; Brand loyalty; Cognition; Affect
Depositing User: Nurul Ainie Mokhtar
Date Deposited: 08 May 2020 04:03
Last Modified: 08 May 2020 04:03
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1016/j.ijhm.2017.12.011
URI: http://psasir.upm.edu.my/id/eprint/72338
Statistic Details: View Download Statistic

Actions (login required)

View Item View Item