JOURNAL OF CHAIN COFFEE SHOP

Journal 1

The Relationship between Brand Equity, Consumer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks.

April 30, 2018

TITLE: The Relationship between Brand Equity, Consumer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks.

AUTHORS: Aries Susanty and Eirene Kenny

YEAR OF PUBLICATION: June, 2015

Conceptual Framework:

Figure 1: Conceptual of this study

This study about Consumer-based Brand Equity Model have five elements such as physical quality, staff behavior, ideal self-congruence, brand identification and lifestyle-congruence. This all element as of the dimensions of customer based brand equity have the positive effect on customer satisfaction. For the relationship between customer satisfaction and brand loyalty also have a positive effect.

Theories:

This study contribute to the existing body of knowledge by examine the effect of customer satisfaction in predicting brand loyalty. Every dimension of brand equity has a direct effect on customer satisfaction this study has tried to examine differences in the direct effect of the various dimension of brand equity upon customer satisfaction into different brand.

Finding:

The result of finding shown that all element that have positive effect to the customer satisfaction and for the relation between customer satisfaction and brand loyalty also have the same positive effect. Physical quality is to influence behavior and to create and image is particularly apparent for service businesses such as hotels, restaurants, banks, retail stores and hospitals. Staff behavior are important factor in shaping customer perception and satisfaction since they are the person ultimately responsible for providing a qualify service that meets customer expectation. Ideal self-congruence appears when people perceive that their self-concept match the image of the object. Brand identification is when a customer with a have high level of brand feel proud to be one of the brand or satisfied when consuming the particular brand product. Lifestyle-congruence aims to develop customer satisfaction with brand by developing a brand that matches the customer identified lifestyle. Brand loyalty is when a consumer is willing to pay a high price for a certain brand within the same product growth and recommend that brand to the people around them. Satisfaction is a key indicators in winning customer loyalty to a specific brand in long run.

Limitation:

The study is limited to only two brand of coffee shop which are Excelso and Starbuck. The limitation is related to the sample size that include 135 for each brand and also meet the minimum requirement. This will provide the opportunities to make comparison between different coffee shop under both local and global brand name and between different geographical areas. This study also did not include demographic variable like gender, income, age, department and education of the respondent in different their thing the effect of brand equity upon customer satisfaction and of customer satisfaction upon brand loyalty.

Item:

Journal Link :

http://digilib.mercubuana.ac.id/manager/t!@file_artikel_abstrak/Isi_Artikel_715512643111.pdf