| dc.description.abstract | The business model of coffee chains is growing substantially and becoming more and
more saturated in Vietnam these days. Giants are fiercely competing to keep their
positions while global and local newcomers struggle to penetrate. Given the context of
such fierce competition, this research is carried out to study Brand Equity and its effects
on Customer Satisfaction and Brand Loyalty, with the hope of providing helpful
insights on building a coffee brand. Being a market leader with an established heritage
and equity, Highlands Coffee is chosen to be the subject of research.
This research adopted the model from Susanty & Kenny (2015) and is tested through
Structural Equation Modelling. Data was collected from 300 customers of Highlands
Coffee using an online questionnaire on a Likert scale of five points. The valid
responses are processed through the analysis stages namely Reliability Test, EFA, CFA,
SEM using IBM SPSS. The research outcome shows that only Staff Quality, Ideal Selfcongruence, and Lifestyle Congruence have positive impacts on Customer Satisfaction
and thus Brand Loyalty.
The research provides insights into Highlands Coffee’s customers’ attitudes and give
recommendations to other brands in the sector on how to increase customer
contentment and brand loyalty. This study also gives contributions to the existing
academic knowledge, business implications, and suggestions for later research in the
field. | en_US |
