Drivers of brand loyalty in the chain coffee shop industry
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 di...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2018
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| Online Access: | http://psasir.upm.edu.my/id/eprint/72338/1/Drivers%20of%20brand%20loyalty%20in%20the%20chain%20coffee%20shop%20industry.pdf |
| _version_ | 1796979440693018624 |
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| author | Han, Heesup Hong, Ngoc Nguyen Song, Hakjun Chua, Bee Lia Lee, Sanghyeop Kim, Wansoo |
| author_facet | Han, Heesup Hong, Ngoc Nguyen Song, Hakjun Chua, Bee Lia Lee, Sanghyeop Kim, Wansoo |
| author_sort | Han, Heesup |
| collection | UPM |
| description | 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. |
| first_indexed | 2024-03-06T10:08:57Z |
| format | Article |
| id | upm.eprints-72338 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T10:08:57Z |
| publishDate | 2018 |
| publisher | Elsevier |
| record_format | dspace |
| spelling | upm.eprints-723382020-05-08T04:03:04Z http://psasir.upm.edu.my/id/eprint/72338/ Drivers of brand loyalty in the chain coffee shop industry Han, Heesup Hong, Ngoc Nguyen Song, Hakjun Chua, Bee Lia Lee, Sanghyeop Kim, Wansoo 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. Elsevier 2018-06 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/72338/1/Drivers%20of%20brand%20loyalty%20in%20the%20chain%20coffee%20shop%20industry.pdf 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 https://www.sciencedirect.com/science/article/abs/pii/S0278431917300646 10.1016/j.ijhm.2017.12.011 |
| spellingShingle | Han, Heesup Hong, Ngoc Nguyen Song, Hakjun Chua, Bee Lia Lee, Sanghyeop Kim, Wansoo Drivers of brand loyalty in the chain coffee shop industry |
| title | Drivers of brand loyalty in the chain coffee shop industry |
| title_full | Drivers of brand loyalty in the chain coffee shop industry |
| title_fullStr | Drivers of brand loyalty in the chain coffee shop industry |
| title_full_unstemmed | Drivers of brand loyalty in the chain coffee shop industry |
| title_short | Drivers of brand loyalty in the chain coffee shop industry |
| title_sort | drivers of brand loyalty in the chain coffee shop industry |
| url | http://psasir.upm.edu.my/id/eprint/72338/1/Drivers%20of%20brand%20loyalty%20in%20the%20chain%20coffee%20shop%20industry.pdf |
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