The Influence of Franchise Coffee Shop Loyalty Programs on Brand Attitude and Brand Loyalty

This study aims to analyze the influence of loyalty programs at franchise coffee shops on brand attitude and brand loyalty. A loyalty program is a marketing tool that offers incentives for repeat purchases, with the goal of strengthening customer relationships, increasing sales, and retaining a stable customer base. A growing number of companies today are incorporating gamification elements into their loyalty programs, a trend predicted by Gartner in 2011. Interactive communication via smartphone apps has become a key method for maximizing the effectiveness of these programs. This research evaluated the value of loyalty programs based on three key factors: shared value, benefits, and convenience. The findings indicate that these three factors of loyalty programs have a significant positive effect on customers’ brand attitudes. Specifically, the benefits offered had the greatest impact on brand attitude, followed by convenience and shared value. Furthermore, the study confirmed that a positively formed brand attitude has a very strong and positive influence on brand loyalty. This suggests that to increase customer loyalty, franchise coffee shops should focus on providing tangible benefits, ensuring the convenience of their programs, and fostering a sense of shared value and connection among customers.