... brand loyalty in the context of the coffee shop industry. Brand loyalty Involvement Customer brand identification Self-congruity Service value Coffee shops are ubiquitous in South Korea, expanding types and increasing the number of coffee shops. The coffee shop market in South Korea...

... on the service value proposition. Findings Analysis shows how alignment of different types of value proposition with consumer expectations impacts on the nature and level of consumer commitment. Customer commitment can also contribute to service provider reputation and brand equity. Research limitations...