Z Kuşağının Marka Sadakati Üzerine Bir İnceleme: Glorıa Jean’s ve Espressolab Örneği

The increasing popularity of third-wave coffee shops has transformed them from mere coffee shops into social spaces, workshops, workspaces, and sometimes event venues. This has intensified competition among franchising brands, leading them to innovate in their products and services. The main objective of this study is to measure the brand loyalty of Generation Z individuals who visit Gloria Jean's and Espressolab, two franchise brands in Turkey. The sample consists of 294 individuals born in 1995 or later who visited the stores of these two brands in the European side of Istanbul. A general survey model was used in the study, and a two-part questionnaire was used as the data collection tool. The data obtained were analyzed using the SPSS 26.0 program to measure Generation Z individuals' loyalty to both brands. The data obtained revealed that individuals were loyal to both brands and that the quality of service provided by the brands influenced loyalty.