How Do E-Brand Experience and In-Store Experience Influence the Brand Loyalty of Novel Coffee Brands in China? Exploring the Roles of Customer Satisfaction and Self–Brand Congruity

Abstract

China’s coffee sector is experiencing a transformation related to sustainability. While the media have reported various novel coffee brands in China, scholars have mostly focused on established non-Chinese coffee brands. These studies still cite the relevance of the growing middle class, which adopts coffee as part of an ‘exquisite Western lifestyle’ and form the antecedents of brand loyalty from an established coffee brand perspective. These antecedents may not directly apply to novel coffee brands that face the changing consumption habits of younger Chinese consumers, who stress coffee’s functionality and price performance. Drawing on a social service perspective, this study addresses how E-brand experience and in-store experience each affect customer satisfaction and brand loyalty, as well as the role of customer’s self–brand congruity. The conceptual model was empirically tested using an online survey of 332 Chinese novel coffee brand customers. Our results suggest that E-brand experience (EBE) and in-store experience (SBE) both affect customer satisfaction (CA), with each relationship moderated by self–brand congruity (SBC); CA mediates the relationship between EBE and brand loyalty and that between SBE and brand loyalty. Moreover, younger respondents in this study were more likely to develop customer satisfaction and brand loyalty toward novel Chinese coffee brands.

Anteseden Kesetiaan Terhadap Merek Pada Coffee Shop Di Jakarta

“…Memberikan e-brand experience yang maksimal dapat mendorong konsumen untuk meningkatkan pengalaman berbelanja online yang baik memengaruhi perilaku belanja online konsumen. In-store experience dalam coffee shop ditentukan dari kualitas layanan dan design bagunan yang di rancang untuk membuat konsumen merasa nyaman dengan suasana yang diberikan (Pu et al, 2023). Kerangka konseptual dalam penelitian ini dapat digambarkan sebagai berikut:…”

“…menyatakan bahwa menciptakan E-brand experience yang unik mampu membuat konsumen mengunjungi website secara berulang-ulang. Pu et al,(2023) menyatakan bahwa E-brand Experiece memiliki pengaruh positif terhadap kepuasan konsumen. Maka hipotesis dalam penelitian ini dapat dirumuskan sebagai berikut:…”

“…Semakin positif pengalaman konsumen maka semakin tinggi kepuasan konsumen yang dapat diraih. Menurut penelitian Pu et al,(2023) coffee shop yang memadukan musik klasik dengan pencahayaan yang lembut dan beberapa staf layanan untuk menciptakan citra bergengsi, yang dapat menarik generasi muda yang mencari layanan superior untuk menciptakan customer satisfaction. Maka hipotesis dalam penelitian ini dapat dirumuskan sebagai berikut:…”

“…Hasil penelitian Carranza et al,(2018) pada industri fast food juga memperkuat bahwa kepuasan konsumen berpengaruh terhadap kesetiaan konsumen. Pu et al, (2023) Hasil pengujian hipotesis pertama didapatkan nilai estimate bernilai positif sebesar 0,158 yang artinya semakin tinggi pengalaman konsumen ketika menggunakan Website dan melakukan pembelian secara online (E-Brand Experience), maka akan semakin tinggi kepuasan konsumen kepada Coffee shop (Customer Satisfaction). Dengan pengalaman positif konsumen pada saat menggunakan website yang menarik, mudah digunakan, sangat responsif, dan hasil pencarian akurat sehingga akan mempermudah proses pembelian konsumen maka kepuasan konsumen kepada Coffe shop akan meningkat.…”

Influence of Self Brand Connection on Loyalty: Brand Experience as a Mediator

“…In the path analysis, SBC positively influenced loyalty and acted as a perfect mediator between CEB and loyalty. Pu et al (2023) conducted a study on how interactions with a brand, both online and in-store, affect customer satisfaction and loyalty, considering self-identification with the brand. Based on an online survey of 332 customers of new Chinese coffee brands, the study revealed that both online and in-store experiences equally impact satisfaction, influenced by self-brandidentification.…”