| dc.description.abstract | The purpose of this thesis is to look at the factors that influence brand
loyalty in the coffee shop industry in Ho Chi Minh City to explore the importance of
each factor with the case of Phuc Long Coffee & Tea. The background information of
the local and global coffee shop market is mentioned to provide an overview of the
circumstance. Six variables are examined in the study include brand trust, brand
image, brand communication, brand uniqueness, customer satisfaction. The study
determines the degree of effect of each variable on the other variables and on the
dependent variable. The primary data is collected through survey with participants
above 18 years old, living and working in Ho Chi Minh City. The research applied
quantitative method. The collected data is processed by a combination of two
well-known statistical programs, SPSS and SmartPLS 4.0. The data analysis shows
customer satisfaction has the strongest effect on brand loyalty than other factors. Italso indicates that beside direct relationship, there is also indirect relationship of
brand loyalty, brand image and brand communication with brand trust as the
mediating factor. The research provides useful information on building brand loyalty
which can be a suggestion for further research in the area. | en_US |
