Drivers of brand loyalty in the chain coffee shop industry
- Authors
- Han, Heesup; Hong Ngoc Nguyen; Song, Hakjun; Chua, Bee-Lia; Lee, Sanghyeop; Kim, Wansoo
- Issue Date
- Jun-2018
- Publisher
- ELSEVIER SCI LTD
- Keywords
- Relationship commitment; Brand satisfaction; Chain coffee shop; Brand loyalty; Cognition; Affect
- Citation
- INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, v.72, pp.86 - 97
- Journal Title
- INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
- Volume
- 72
- Start Page
- 86
- End Page
- 97
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/80045
- DOI
- 10.1016/j.ijhm.2017.12.011
- ISSN
- 0278-4319
- 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.
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