Journal Article

Measuring the Relationship between Brand Experience and Loyalty

El-Meniawy, Aisha Moustafa, Elgarhy, Shahenda Alaa

2024

Overview

Competition in the coffee shop industry in the past years has taken a new level, since Covid-19 invaded Egypt and the world, companies, and individuals have started to adopt the strategy of working outside of the office and holding their meetings at coffee shops. This study examines the relationship between brand experience and consumer loyalty in the coffee shop industry. It also explored the moderating effect of demographics, namely, age, gender, and income. A non-probability convenient sampling method was employed. A quantitative approach has been applied using 5 Likert scale questionnaire the Survey was distributed online and totally completed by 301 respondents out of 385 customers of Starbucks, TBS, Espresso Lab and Seven Fortunes. 22 uncompleted surveys were excluded from the statistical analysis, with a response rate of 78% Structural Equation Modelling was used via AMOS to evaluate the relationship between the variables. The statistical population of this study comprised coffee shop users and consumers of top coffee shops operating in the Egyptian market. The findings of the research are devoted to the literature on Brand Experience and Consumer Loyalty. Hypothesis testing using regression analysis indicates that brand experience positively impacts brand loyalty. Gender and income showed a significant moderating effect, as people with higher income were the most loyal to a certain brand. In conclusion, this study provides evidence that brand experience enhances consumer loyalty. The findings offer valuable insights for brand names to design customer-centric brand strategies to improve loyalty by managing overall brand experience, especially for older customers.

• Publisher: جامعة عين شمس - كلية التجارة
• Subject: الأسواق التجارية / العلامات التجارية / تجزئة العلامة / ولاء المستهلك