Marketing

Coffee shop

Statistics

Brand management

Metropolitan area

Tourism

Archaeology

Hospitality industry

Structural equation modeling

Business

Physics

Advertising

Psychology

Mathematics

Astronomy

Geography

Political science

Chain (unit)

Loyalty

Brand loyalty

Purchasing

Customer satisfaction

International Journal of Hospitality Management

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.

Drivers of brand loyalty in the chain coffee shop industry