A study on the role of brand community management on brand loyalty and customer retention for Irish coffee consumers.

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dc.contributor.advisorMicheal Lynhamen
dc.contributor.authorvan der Flier, Johan
dc.date.accessioned2023-03-03T15:53:47Z
dc.date.available2023-03-03T15:53:47Z
dc.date.issued2022-05
dc.description.abstractThis dissertation investigates the role of Brand Community Management on brand loyalty and customer retention for Irish coffee consumers. Underpinned by previous literature, a deductive approach was used to test the theory behind brand community management, identification, and perceptions of Irish coffee customers. Primary data was gathered from 335 participants using an online quantitative survey questionnaire. The results revealed key characteristics that influence brand loyalty, namely taste, service quality, customer advocacy, and positive coffee shop experiences. Coffee brands were observed to be customer-centric, and any existence or meaningfulness attached to brand community is primarily reliant on customer experience and social motives rather than a felt sense of membership. For most Irish consumers, coffee shops appear to be social gathering places rather than established communities. Therefore, the study concludes that the ability of brand community management to influence loyalty and retention relies upon the curation of positive customer experiences.en
dc.identifier.citationvan der Flier, J. (2022) A study on the role of brand community management on brand loyalty and customer retention for Irish coffee consumers. Master's thesis, Dublin Business School.en
dc.identifier.urihttps://esource.dbs.ie/handle/10788/4396
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rights.holderItems in eSource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.urihttp://esource.dbs.ie/copyrighten
dc.subjectCoffee industry.en
dc.subjectCustomer loyalty.en
dc.subjectCoffee shops--Irelanden
dc.titleA study on the role of brand community management on brand loyalty and customer retention for Irish coffee consumers.en
dc.typeThesisen
dc.type.degreenameMaster of Business Administrationen
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