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.
