The Role of Customer Involvement in Coffee Shop Brand Loyalty

Abstract

This study aims to examine the mediating role of customer involvement between brand identification, self-congruity, and service value on brand loyalty among coffee shop customers. Additionally, the study also extends to how male and female customers differ in terms of the proposed model. Data was obtained through a questionnaire of 151 respondents in the context of Indonesia, who had experience visiting coffee shop premises onsite, and was analysed using PLS-based SEM. The findings show that brand identification, self-congruity, and service value have a significant and positive influence on customer involvement. Further, customer involvement also has a significant and positive influence on brand loyalty. While all the established relationships for female customers were found to be both positive and significant, the involvement of male customers, conversely, was not significantly affected by service value, nor did it play a mediating role in enhancing brand loyalty for male customers. However, service value has a surprisingly minimal impact on customer involvement. This implies the customer’s interest in the coffee shop is not significantly influenced by the value it offers. Consequently, even if a coffee shop provides excellent value for money, this does not necessarily translate into increased customer engagement. The findings suggest that coffee shops focus on integrating both online and in-store experiences, managing customer ratings and reviews across various platforms, and pricing strategy, to better enhance customer engagement. Finally, this study offers valuable insights for the hospitality industry on strategies to improve customer brand loyalty, taking into account the differences across gender markets.