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

Soon-Ho Kim (School of Hospitality, Georgia State University, Atlanta, Georgia, USA)
Seonjeong (Ally) Lee (Kent State University, Kent, Ohio, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 13 October 2017

Issue publication date: 22 November 2017

6084

Abstract

Purpose

The 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/approach

This study investigated how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.

Findings

Results 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/implications

This study contributed to involvement and brand loyalty research, investigating the role of customer involvement on service brand loyalty.

Practical implications

Results suggested what factors could enhance brand loyalty to gain competitive advantages.

Originality/value

This study proposed and empirically investigated ways to enhance brand loyalty in the context of the coffee shop industry.

Keywords

Citation

Kim, S.-H. and Lee, S.(A). (2017), "Promoting customers’ involvement with service brands: evidence from coffee shop customers", Journal of Services Marketing, Vol. 31 No. 7, pp. 733-744. https://doi.org/10.1108/JSM-03-2016-0133

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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