Coffee Shop Loyalty Model: A Review

Authors

  • Nandang Suhada Yasir Mansur Program Studi Tata Hidang, Politeknik Pariwisata NHI Bandung

Keywords:

customer loyalty, coffee shop, loyalty programs, service quality, brand image, customer retention, personalization, digital strategies

Abstract

 The coffee shop industry has experienced significant growth over recent years, driven by changing consumer preferences and the rise of café culture. In this competitive environment, building customer loyalty has become a crucial aspect for long-term business sustainability. This review explores the various models and frameworks used to understand and enhance customer loyalty in coffee shops. It analyzes key factors influencing loyalty, including service quality, product satisfaction, price perception, and emotional connection with the brand. Additionally, the role of technological innovations such as loyalty programs and mobile apps is discussed, highlighting how they contribute to increased customer retention and engagement. The paper also examines the importance of personalized experiences, social media influence, and the impact of brand image on loyalty formation. By reviewing existing literature and case studies, this study aims to provide insights into effective strategies for developing and maintaining loyalty in coffee shop businesses. The findings suggest that a holistic approach, combining both traditional and digital strategies, is essential for fostering strong customer loyalty in today's dynamic market.

References

Alfiansyah, R., Pamungkas, R. A., & Bakhri, S. (2024). Enhancing Customer Loyalty: Optimizing Barista and Store Atmosphere for Increased Customer Satisfaction. International Journal of Social Service and Research, 4(01), 1–14. https://doi.org/10.46799/ijssr.v4i01.657

Areiza-Padilla, J. A., Cervera-Taulet, A., & Manzi Puertas, M. A. (2020). Ethnocentrism at the Coffee Shop Industry: A Study of Starbucks in Developing Countries. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 164. https://doi.org/10.3390/joitmc6040164

Bae, J.-H., & Jeon, H.-M. (2022). Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic. Sustainability, 14(18), 11713. https://doi.org/10.3390/su141811713

Br Ginting, M., Lubis, A. N., & Sembiring, B. K. F. (2022). The Influence of Servicescape and Brand Image on Consumer Loyalty with Consumer Satisfaction as An Intervening Variable at The Coffee Crowd Medan. International Journal of Research and Review, 9(8), 483–503. https://doi.org/10.52403/ijrr.20220841

Busser, J. A., & Shulga, L. V. (2019). Involvement in consumer-generated advertising. International Journal of Contemporary Hospitality Management, 31(4), 1763–1784. https://doi.org/10.1108/IJCHM-10-2017-0685

Candra, S., Pandean, E. T., Harisson, J., & Sutanto, S. (2022). The Impact of Sensory Experience on the Buying Behavior of Coffee Shop Visitors in Indonesia. Journal of International Food & Agribusiness Marketing, 34(2), 214–234. https://doi.org/10.1080/08974438.2022.2043980

Daman Sudarman. (2023). Cultural Shifts And Social Impacts Of Coffee Shops On Millennials. Santhet (Jurnal Sejarah Pendidikan Dan Humaniora), 7(2), 318–326. https://doi.org/10.36526/santhet.v7i2.1837

Evelina, L. W., Handayani, F., & Audreyla, S. (2023). The Effect of Social Media Marketing on Brand Trust and Customer Loyalty of S Coffee Shop in Indonesia during Pandemic. E3S Web of Conferences, 426, 02098. https://doi.org/10.1051/e3sconf/202342602098

Fahlevi, M., Syafira, A., Fidyanurhuda, K. I., & Nadia, N. (2023). The Influence of Social Media and EWOM on Generation Z's Trust and Purchase Intentions at Coffee Shops. 2023 8th International Conference on Business and Industrial Research (ICBIR), 489–494. https://doi.org/10.1109/ICBIR57571.2023.10147633

Farahdiba, D. (2023). Quo Vadis Brand Love? Role of Cognition-Affection-Behavior Model for Local Coffee Shops in Indonesia. Business Management Analysis Journal (BMAJ), 6(1), 90–108. https://doi.org/10.24176/bmaj.v6i1.9741

Gaffar, M. R., Fajar, K., Suryana, M., Febrianty, I. A., & Susanto, E. (2023). E-SERVICE QUALITY AND E-RECOVERY SERVICE: EFFECTS ON PERCEIVED VALUE AND LOYALTY INTENTION OF DANA APPLICATION USERS. Tatar Pasundan: Jurnal Diklat Keagamaan, 17(2), 184–194. https://doi.org/10.38075/tp.v17i2.381

Hwang, J., Joo, K.-H., Kim, H. M., & Lee, K.-W. (2024). Technological change in the context of robotic coffee shops: focusing on consumer innovativeness. Journal of Hospitality and Tourism Technology, 15(1), 37–53. https://doi.org/10.1108/JHTT-02-2023-0051

Kang, J., Tang, L., & Lee, J. Y. (2015). Self-Congruity and Functional Congruity in Brand Loyalty. Journal of Hospitality & Tourism Research, 39(1), 105–131. https://doi.org/10.1177/1096348012471377

Kim, S.-H., Kim, M., Holland, S., & Townsend, K. M. (2021). Consumer-Based Brand Authenticity and Brand Trust in Brand Loyalty in The Korean Coffee Shop Market. Journal of Hospitality & Tourism Research, 45(3), 423–446. https://doi.org/10.1177/1096348020980058

Kim, S.-H., & Lee, S. (Ally). (2017). Promoting customers' involvement with service brands: evidence from coffee shop customers. Journal of Services Marketing, 31(7), 733–744. https://doi.org/10.1108/JSM-03-2016-0133

Kim, Y. J., Park, J. S., & Jeon, H. M. (2021). Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation. Sustainability, 13(21), 12029. https://doi.org/10.3390/su132112029

Ko, J.-H., & Jeon, H.-M. (2024). The Impact of Eco-Friendly Practices on Generation Z's Green Image, Brand Attachment, Brand Advocacy, and Brand Loyalty in Coffee Shop. Sustainability, 16(8), 3126. https://doi.org/10.3390/su16083126

Li, Y., Liu, B., & Huan, T.-C. (T. C. . (2019). Renewal or not? Consumer response to a renewed corporate social responsibility strategy: Evidence from the coffee shop industry. Tourism Management, 72, 170–179. https://doi.org/10.1016/j.tourman.2018.10.031

Limna, P., Kraiwanit, T., Jangjarat, K., & Maskran, P. (2023). The Antecedent Attributes of Customer Satisfaction and Loyalty in the Coffee Shop Business Domain. Journal of Production, Operations Management and Economics, 34, 15–25. https://doi.org/10.55529/jpome.34.15.25

Maduretno, R. B. E. H. P., & Junaedi, M. F. S. (2022). Exploring the Effects of Coffee Shop Brand Experience on Loyalty: The Roles of Brand Love and Brand Trust. Gadjah Mada International Journal of Business, 24(3), 289. https://doi.org/10.22146/gamaijb.63218

Mosahab, R., Mahamad, O., & Ramayah, T. (2010). SERVICE QUALITY, CUSTOMER SATISFACTION AND LOYALTY: A TEST OF MEDIATION. International Business Research, 3(4). https://doi.org/10.5539/ibr.v3n4p72

Nisa, A., Widhiasti, M. R., & Dewi, E. P. (2022). Indoor to outdoor: Transformation of Coffee Shops in Jakarta. International Journal of Built Environment and Scientific Research, 6(1), 17. https://doi.org/10.24853/ijbesr.6.1.17-32

Noh, Y., Kim, M. J., & Kim, D.-Y. (2024). The Effect of Brand Lovemark on Reusable Cups in Coffee Shops: Machine Use Intention, Willingness to Pay a Deposit, and Green Brand Loyalty. Sustainability, 16(3), 1113. https://doi.org/10.3390/su16031113

Ornelas Sánchez, S. A., & Vera Martínez, J. (2020). The more I know, the more I engage: consumer education's role in consumer engagement in the coffee shop context. British Food Journal, 123(2), 551–562. https://doi.org/10.1108/BFJ-05-2020-0401

Park, S.-Y., & Park, H.-Y. (2019). A study on the private consumption value of Franchise companies: A comparison of foreign and domestic brand consumers. Journal of Distribution Science, 17(8), 15–24. https://doi.org/10.15722/jds.17.08.201908.15

Pati, D., & Lorusso, L. N. (2018). How to Write a Systematic Review of the Literature. Health Environments Research and Design Journal, 11(1), 15–30. https://doi.org/10.1177/1937586717747384

Pérez-Morón, J., Madan, S., Cheu, J. Y., Kee, D. M. H., Cheong, L. C., Chin, R., Cheng, J., & García, A. P. M. (2022). Effect of Service Quality and Customer Satisfaction on Customer Loyalty: A case study of Starbucks in Malaysia. International Journal of Tourism and Hospitality in Asia Pasific, 5(1). https://doi.org/10.32535/ijthap.v5i1.1402

Purnomo, M., Efelin, R. P., Siwalette, J. D., Andriatmoko, N. D., Hardana, A., & Daulay, P. (2020). Coffee Shop Management Response and Consumer Loyalty of Indonesian Single-Origin Coffee Shops: Social Representation Theory Approach. The International Journal of Interdisciplinary Social and Community Studies, 16(1), 71–88. https://doi.org/10.18848/2324-7576/CGP/v16i01/71-88

Putra, A. D. (2023). The Influence of Lifestyle, Prestige, Promotion and Price toward Consumptive. Almana : Jurnal Manajemen Dan Bisnis, 7(2), 359–368. https://doi.org/10.36555/almana.v7i2.2184

Rashid, N., Nika, F. A., & Thomas, G. (2021). Impact of Service Encounter Elements on Experiential Value and Customer Loyalty: An Empirical Investigation in the Coffee Shop Context. SAGE Open, 11(4), 215824402110613. https://doi.org/10.1177/21582440211061385

Ratnasari, B., Juliati, R., & Handayanto, E. (2022). The Influence of Product Quality and Brand Image on Customer Loyality with Customer Satisfaction as Intervening Variable. Business Innovation Management and Entrepreneurship Journal (BIMANTARA), 1(1), 31–42. https://doi.org/10.22219/bimantara.v1i1.20948

Sacoto Castillo, V. A., & Jimber Del Río, J. A. (2023). Consumer Behavior and Factors that Influence Consumption and Customer Satisfaction. TEM Journal, 820–831. https://doi.org/10.18421/TEM122-27

Salmiah, S., Sahir, S. H., & Fahlevi, M. (2024). The effect of social media and electronic word of mouth on trust and loyalty: Evidence from generation Z in coffee industry. International Journal of Data and Network Science, 8(1), 641–654. https://doi.org/10.5267/j.ijdns.2023.8.021

Samoggia, A., Del Prete, M., & Argenti, C. (2020). Functional Needs, Emotions, and Perceptions of Coffee Consumers and Non-Consumers. Sustainability, 12(14), 5694. https://doi.org/10.3390/su12145694

Septiani, S., Slamet, A. S., & Farhana, F. (2020). THE ROLE OF DINING ATMOSPHERE IN SHAPING CONSUMER TRUST AND LOYALTY TO IMPROVE THE COMPETITIVENESS OF LOCAL COFFEE SHOPS. JURNAL APLIKASI MANAJEMEN, 18(3), 437–448. https://doi.org/10.21776/ub.jam.2020.018.03.04

Shulga, L. V., Busser, J. A., Bai, B., & (Lina) Kim, H. (2021). The Reciprocal Role of Trust in Customer Value Co-Creation. Journal of Hospitality & Tourism Research, 45(4), 672–696. https://doi.org/10.1177/1096348020967068

Sofia, S., Natasya Firyal, R., Oktaviani, A., Maula Ghifari, N., & Wachdijono, W. (2023). The Effect of Baristas on Consumer Satisfaction through Coffee Shop Atmosphere as an Intervening Variable. Journal Transnational Universal Studies, 1(8), 769–785. https://doi.org/10.58631/jtus.v1i9.46

Tangsupwattana, W., & Liu, X. (2018). Effect of emotional experience on symbolic consumption in Generation Y consumers. Marketing Intelligence & Planning, 36(5), 514–527. https://doi.org/10.1108/MIP-11-2017-0316

Ting, H., Lau, W. M., Cheah, J.-H., Yacob, Y., Memon, M. A., & Lau, E. (2018). Perceived quality and intention to revisit coffee concept shops in Malaysia. British Food Journal, 120(5), 1106–1119. https://doi.org/10.1108/BFJ-08-2017-0452

Wann, J.-W., Kao, C.-Y., & Yang, Y.-C. (2018). Consumer Preferences of Locally Grown Specialty Crop: The Case of Taiwan Coffee. Sustainability, 10(7), 2396. https://doi.org/10.3390/su10072396

Wulandari, W., Yadnya, I. D. G. S. A., Suryana, M., & Susanto, E. (2023). The Experience of Visiting an Amusement Park in a Developing Country: The Role of Technology Adoption and Service Quality. African Journal of Hospitality, Tourism and Leisure, 12(1), 46–57. https://doi.org/10.46222/ajhtl.19770720.353

Downloads

Published

2024-10-01