Promoting customers’ involvement with service brands: evidence from coffee shop customers

Abstract

PurposeThe purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.Design/Methodology/approachThis study investigated how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.FindingsResults identified customer–brand identification and service value influenced both service brand involvement and service brand-decision involvement. However, self-congruity only influenced customers’ service brand-decision involvement. Results also confirmed that customer involvement positively influenced service brand satisfaction and service brand loyalty.Research limitations/implicationsThis study contributed to involvement and brand loyalty research, investigating the role of customer involvement on service brand loyalty.Practical implicationsResults suggested what factors could enhance brand loyalty to gain competitive advantages.Originality/valueThis study proposed and empirically investigated ways to enhance brand loyalty in the context of the coffee shop industry.