The Effects of Coffee Quality, Price Fairness, Physical Environment, and Loyalty Program on Brand Loyalty

Key Points

• The central aim is to identify factors affecting customer satisfaction and brand loyalty in coffee shops.
• Utilized partial least squares structural equation modeling (PLS-SEM) for hypothesis testing
• Ensured reliability and validity of data
• Coffee quality positively influences both customer satisfaction and brand loyalty
• Price fairness has no significant impact on either customer satisfaction or brand loyalty
• Quality of the physical environment significantly affects customer satisfaction but not brand loyalty
• Loyalty programs positively influence brand loyalty but do not affect customer satisfaction
• Customer satisfaction is a crucial mediator that enhances brand loyalty