Analysis of Factors Influencing Consumer Brand Loyalty to Coffee Shops in Daqing City, China Towards Improved Brand Management

Abstract

This descriptive correlational research design study was conducted to determine the assessment of the respondents on the factors influencing consumer brand    loyalty to coffee shops in terms of product quality, service quality, brand image, price perception, physical environment, promotional activities, and social media influence. The research locale is Daqing, Heilongjiang Province, China. The participants of the study are 383 customers of Black Equation Café, Nana Café and In Town Café coffee shops.   They were chosen using convenience sampling method.  The   assessment of the employee-respondents were computed and quantified using the mean.  Further, the tests of significant difference in the given answers by the    respondents were done through the use of the T-test and ANOVA.  The majority of respondents are in the 31 to 40 age group, representing 53.26%, predominantly by female, who are earning more than 7,000 yuan monthly, who are mostly teachers; and who made six and ten purchases.   The   assessment   of   respondents   on   the factors influencing customer brand loyalty was good. The study found no significant differences in respondents' assessments of the factors influencing brand loyalty based on demographics such as gender, age, income level, occupation, or purchase frequency. The study also provides valuable implications for marketers seeking to reinforce brand loyalty, emphasizing the need for a balanced focus on pricing, promotional efforts, and service standards while recognizing the uniformity of consumer perceptions across demographic groups