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

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.