Brand attributes and customer loyalty among coffee shop employees perspective

Abstract

Brand attributes play an important role in tracking customer-based brand equity. The study was conducted to determine the level of Brand Attributes and Customer Loyalty among Coffee Shop Employees Perspective according to Brand Awareness, Brand Image and Perceived Quality (Brand Attributes) and Retention, and Repurchasing (Customer Loyalty). The researchers used descriptive correlation research methods and used convenient sampling in conducting the study by distributing questionnaires about collecting and gathering data for the study. The data were collected and treated statistically using Mean, Pearson R. The total respondents of the survey are ten customers of Coffee Shops. The result revealed that in terms of Brand Attributes Brand Awareness, and Brand Image shows highest mean and with at least slightly difference in standard deviation which means that customers that are aware of the brand which got good image will more likely to be loyal to that brand. Furthermore, the study also revealed that in terms of Customer Loyalty, Repurchasing show up a highest mean, which mean that the respondents agreed to overall, which simply means that when a company's ability to turn customers into repeat buyers and prevent them from switching to a competitor it makes the customer loyal to them. Retention got the lowest mean in when it comes to customer loyalty among coffee shops employees. Furthermore, the study also revealed that there is no significant relationship between Brand Attributes of Coffee Shops and Customer Loyalty among Coffee Shop employee perspective.