The Effects of Personality Traits and Congruity on Customer Satisfaction and Brand Loyalty: Evidence from Coffee Shop Customers
Advances in Hospitality and Leisure
ISBN: 978-1-78635-616-1, eISBN: 978-1-78635-615-4
Publication date: 9 December 2016
Abstract
Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the importance of coffee shop branding, this study investigates the role of personality traits and congruity in the formation of brand loyalty. This study finds that personality traits have direct effects on congruity and customer satisfaction, the two defining factors of brand loyalty. Overall, our results suggest that the interaction of personality traits, congruity, and satisfaction is essential to the process of influencing coffee shop customers’ brand loyalty.
Keywords
Citation
Kim, S.-H., Kim, M.-S. and Lee, D.H. (2016), "The Effects of Personality Traits and Congruity on Customer Satisfaction and Brand Loyalty: Evidence from Coffee Shop Customers", Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 3-33. https://doi.org/10.1108/S1745-354220160000012001
Publisher
:Emerald Group Publishing Limited
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