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Promoting customers’ involvement with service brands: evidence from coffee shop customers
Soon-Ho Kim, Seonjeong (Ally) Lee,
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To cite this document:
Soon-Ho Kim, Seonjeong (Ally) Lee, (2017) "Promoting customers’ involvement with service brands: evidence from coffee shop
customers", Journal of Services Marketing, https://doi.org/10.1108/JSM-03-2016-0133
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https://doi.org/10.1108/JSM-03-2016-0133
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Abstract
Purpose – The purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on
involvement theory and symbolic interaction theory as theoretical backgrounds.
Design/Methodology/approach – This study investigated how service brand loyalty can be enhanced through customer involvement, based on
involvement theory and symbolic interaction theory as theoretical backgrounds.
Findings – Results identified customer–brand identification and service value influenced both service brand involvement and service brand-decision
involvement. However, self-congruity only influenced customers’ service brand-decision involvement. Results also confirmed that customer
involvement positively influenced service brand satisfaction and service brand loyalty.
Research limitations/implications – This study contributed to involvement and brand loyalty research, investigating the role of customer
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established, little attention is paid to brand loyalty development (Moscovici and Markova, 1998), as brands enable customers to
from a customer involvement perspective, which provides a represent themselves.
more comprehensive understanding of the customer–brand Research on symbolic consumption (Hirschman and
relationship in the competitive coffee shop market. When Holbrook, 1981; Kim and Jang, 2014) supports symbolic
customers develop interests in one coffee shop and devote their qualities of brands influence brand evaluations. Symbolic
time and energy to choose that coffee shop, they are more likely consumption refers to “the fundamental part in the creation,
to develop loyalty (Hochgraefe et al., 2012), which leads to enhancement, maintenance, transformation, disposition,
positive impacts on the success of the business. Different from expression, association, and differentiation of the self” (Ekinci
product involvement, service brand involvement can be et al., 2013, p. 711). For instance, symbolic consumption
difficult to understand, because of the unique characteristics of occurs when customers use services with the aim of creating
the service industry, which are intangible and heterogeneous and expressing their identity (Belk et al., 1982). This
(Lovelock and Gummesson, 2004). consumption can occur either in “private” or “socio-cultural
Therefore, this study investigates how brand loyalty is world” contexts (Elliot and Percy, 2007). The private context
enhanced in the coffee shop context, based on involvement includes personal cognitions, feelings and behaviors,
theory (Zaichkowsky, 1984, 1985) and symbolic interaction representing their self-concept (Belk, 1988). The socio-level
theory (Aksan et al., 2009). Specifically, this study examines how consumption represents something about the individual’s
brand loyalty is promoted through brand and brand-decision social self, such as status, prestige and association with or
involvement and the factors that promote brand and brand- disassociation from a group (Sorensen and Thomsen, 2005).
decision involvement, focusing on the customer–brand The nature of customers’ interactions with symbols further
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relationship. The coffee shop industry in South Korea is chosen contributes to determining their attitudes toward brands
as a study context not only because visiting a coffee shop becomes (Solomon, 1983). When a brand image fits in a customer’s
part of customers’ lives, but also because opening a coffee shop personal lifestyle, customers tend to be satisfied with the brand
business is a popular choice for small business entrepreneurs (Lee experience (Susanty and Kenny, 2015).
and Kim, 2016b). Thus, identifying factors that influence brand
loyalty becomes important in South Korea to develop a brand Customer involvement
management strategy in the coffee shop industry. Customer involvement is important because it
Consumption at a coffee shop can be continuous or influences customers’ consumption experiences and service
occasional; therefore, developing brand loyalty is critical to process (Kinard and Capella, 2006; Lundkvist and Yakhlef,
sustain a long-term customer relationship (Cha et al., 2015). 2014). It serves as the shared responsibility between the service
Prior research identifies the importance of customer loyalty provider and the customer (Sierra and McQuitty, 2005; Sierra
or brand loyalty to business success, yet the role of brand et al., 2009). Customer involvement refers to “a person’s
loyalty has not been applied in the coffee shop industry. One perceived relevance of (an) object based on inherent needs,
of the important contributions of this study is that it extends values, and interests” (Zaichkowsky, 1985, p. 342).
customer involvement research to brand loyalty by Involvement explains how much time, energy and resources
investigating different aspects of customer involvement customers devote to the purchase process. Because of the
relevant to the development of brand loyalty. Customer “inseparability” characteristic of production and consumption
satisfaction, trust and service quality are identified as in the service industry, customers tend to participate in the
important attributes to brand loyalty; however, scant service delivery process, taking a part of employees’ roles (Chen
research incorporates the idea of involvement into brand and Raab, 2014); thus, encouraging customers’ personal
loyalty. Promoting customers’ interests and emphasis relevance is important. Customers are more likely to be
toward the coffee brands become essential factors for coffee satisfied with their decisions when they show high involvement
shop brands. Thus, results from this study can help South with the decision process (Russell-Bennett et al., 2007).
Korean coffee shops better develop successful brand Customer involvement can be an individual state
strategies. (motivation/interest) (Huang et al., 2010), a process (enduring)
(Huang et al., 2010; Kinard and Capella, 2006) and/or serving
as a moderator between relationships (Martin et al., 2011).
Literature review
Since Krugman (1965) published his seminal work, the
Symbolic interaction theory concept of involvement has been applied to the context of
Symbolic interaction theory explains how people advertisements (Lee et al., 2015), purchase decision(s) (Bojanic
develop symbolic meaning through a social interaction process and Warnick, 2012) and/or the service industry (Kinard and
(Aksan et al., 2009). It describes meanings from the reciprocal Capella, 2006). Different involvement models have been
interaction of individuals with others in a social environment developed to understand the role of involvement, based on
(Aksan et al., 2009). Symbolic interaction is based on the different situations (Mittal, 1995). These models include:
interpretation process because each person develops symbolic the involvement conceptual and methodological
meanings differently (Aksan et al., 2009). Symbolic interaction perspectives model (Bezencon and Blili, 2011);
theory is viewed as a dynamic theory because customers express personal involvement inventory (Zaichkowsky, 1985);
their behaviors based on evaluations of the objects (i.e. service the involvement conceptualizing and measuring model
offerings and/or brands) (Holman, 1980). For instance, brands (Huang et al., 2010); and
are built upon social representations of their meanings Laaksonen’s (1994) involvement model.
Promoting brand loyalty Journal of Services Marketing
Soon-Ho Kim and Seonjeong (Ally) Lee
Based on Laaksonen’s (1994) study, this study investigates Customers’ view on self can be related to the services they
three different approaches to examine factors that influence use, such as the coffee shops they visit (Kim and Jang, 2014).
customers’ involvement with service brands. Laaksonen This implies that customers recognize their self-concepts
proposed three categories for involvement: through coffee brand consumption because of the symbolic
1 cognitive-based approach (i.e. psychological tie between nature of the coffee industry. It is expected that customers
an individual and a stimulus object); would exhibit positive responses to a coffee shop when coffee
2 individual-state approach (i.e. the inherent potential of a shop brands are closely related to customers’ sense of self-
situation to elicit concern on the part of individuals for congruity. Thus, this study proposes the following hypothesis.
their behaviors in the situation); and
3 response-based approach (i.e. points of view related to H2. Self-congruity positively influences customers’ (a) brand
information processing) (pp. 25-69). involvement and (b) brand-decision involvement.
identification
Explaining the psychological ties between an individual and an Perceived value refers to the customer’s overall assessment
object, customer–brand identification explains the cognitive- toward product/brand, based on its benefits and cost
based approach for customer involvement. Customer–brand (Zeithaml, 1988). Service value explains various service
identification refers to a customer’s psychological connection of components that shape customers’ perceptions of value – a
perceiving, feeling and valuing his/her belongingness with a trade-off between what customers receive and what they give
brand (Olsen, 2007). Social identity theory (Tajfel and Turner, up.
1979) supports the customer–brand identification, explaining Promoting customer value has been a key tactic that leads to
people define their self-concepts related to brands. Scholars customer loyalty (Eid, 2015) and competitive advantage
advocate the importance of customer–brand identification, as it (Woodruff, 1997). Kim and Jang (2014) suggest coffee shop
provides a better understanding of brand management customers tend to fulfill their individual values (materialism),
(Kuenzel and Halliday, 2008). social values and functional values through consumption. They
Customers represent their identities and communicate with identify symbolic consumption tendency is related to individual
others by relating themselves to the brand (Cha et al., 2015). and social values that eventually influence customer loyalty in
The level of customer–brand identification can influence brand coffee shops. Therefore, it is predicted when customers
customers’ evaluation of the brand (So et al., 2013). For perceive value during their consumption process, such as
instance, customers tend to be proud of using the brand and competitive price or high quality, they are more likely to be
satisfied with the brand consumption when they have a high involved with the brand and brand-decision. Thus, the
level of brand identification (Kuenzel and Halliday, 2008). following hypothesis is proposed:
Based on a relationship between customer involvement and
H3. Service value positively influences customers’ (a) brand
brand identification (Stokburger-Sauer et al., 2012), it is
involvement and (b) brand-decision involvement.
assumed when customers perceive greater customer–brand
identification; they tend to show stronger service brands and
service brand-decision involvements. Thus, the following Customer involvement
hypothesis is derived: Involvement explains customers’ levels of interest or
importance toward an object (Zaichkowsky, 1984). One of the
H1. Customer–brand identification positively influences
their (a) brand involvement and (b) brand-decision unique characteristics of the service industry is inseparability,
involvement. explaining interdependence between providers and customers
(Solomon et al., 1985). Therefore, shared responsibility from
both the service provider and the customer is required to lead to
Individual-state involvement: self-congruity the desired exchange outcomes (Sierra and McQuitty, 2005;
The individual-state of customer involvement represents Sierra et al., 2009). Customer involvement refers to “the
individuals’ own behaviors (Laaksonen, 1994). Self-congruity interest a consumer finds in a product class” and brand-
explains the individual-state approach. Customers tend to infer decision involvement refers to “customers’ interest taken in
their self-image and/or self-identity through their consumption making the brand selection” (Mittal and Lee, 1989, p. 365).
experiences. For example, self-congruity explains customers Based on Mittal and Lee’s (1989) two distinctive involvement
are more likely to purchase brands when brands are congruent types:
with their own perceived self-image. Belk (1988) explains how 1 brand involvement is related to brand itself, focusing on
possessions can represent the self, expressing individual’s whether the brand meets customers’ consumption goals;
personal achievement and showing social status. and
Promoting brand loyalty Journal of Services Marketing
Soon-Ho Kim and Seonjeong (Ally) Lee
Customer Brand
Identification
Brand Brand
Involvement Satisfaction
Self-Congruity
Brand-Decision Brand
Involvement Loyalty
Service Value
Promoting brand loyalty Journal of Services Marketing
Soon-Ho Kim and Seonjeong (Ally) Lee
participation – low, moderate and high – across different service training with the Specialty Coffee Association of Europe and
categories. Bowen (1990) also classified services into three who agreed to participate in the study. In all, 40 locations were
groups – high contact customized, moderate contact non- purposefully selected, as these coffee shops were expected to
personal and moderate contact standardized service providers. attract customers from larger, geographical regions and would
The coffee shop context is under the moderate contact and better represent a wider range of issues of interest in this
standardized services category; thus, the development of brand research, partially compensating for the convenience sampling
loyalty should be clearly understood. approach. Examples of coffee shops were Starbucks,
Coffee is one of the most extensively consumed beverages in Caffebene, Coffee Bean, Angel-In-Us, Hollys, Ediya Coffee,
the world (Weinberg and Bealer, 2001) and one of the most Tom N Toms and several independent coffee shops. In all, 20
popular small business options in South Korea (Global Coffee surveys were distributed to these 40 coffee shop owners and/or
Report, 2017). During the past decade, coffee shops have managers in an attempt to achieve more representative
played an important role as an emerging segment of the
information from a variety of customers from each coffee shop.
foodservice industry, creating a new coffee culture in many
The manager of each coffee shop asked for customers’
emerging markets, including South Korea (Isidore, 2012). The
participation if they were over 18 years old, based on the
increasing demands of coffee consumption at coffee shops
convenience sampling method. This convenience sampling
explain not only customers’ taste changes, but also a cultural
method has been one of the most commonly used sampling
transformation in South Korea, indicating customers’ openness
designs in social science research (Mohr, 1990), including
to global trends (Vaidyanathan, 2012). In South Korea, coffee
shops are considered a classic example of symbolic services marketing research (Widing et al., 2003). A total of 780
consumption because customers are attached to coffee brands questionnaires were collected, but 37 were discarded because
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in addition to coffee products, develop consumption meanings of missing information and incomplete responses, resulting in a
and express their identity via coffee cups (often with brand 95.2 per cent response rate and a total of 743 valid surveys.
symbols) (Kim and Jang, 2014). The rapid growth of coffee
shops in South Korea signifies South Koreans’ attachment Measures
toward the emerging café culture. All measurement items were measured based on a seven-point
Young urban professionals are a major market segment for Likert-type scale, 1 being “strongly disagree” and 7 being
coffee shop businesses in South Korea (Korea Customs
“strongly agree”. Measurement items were based on prior
Service, 2012). Even though the price of a cup of coffee is
research to ensure validity and reliability issues. Measurement
relatively expensive, compared to the prices of a cup of coffee in
items of customer brand identification, self-congruity and
a non-coffee shop setting, young South Korean customers
service value were adopted from Mael and Ashforth (1992),
prefer a cup of coffee in a Western style coffee shop. Young
Mazodier and Merunka (2012) and Sirdeshmukh et al.’s
customers experience Western culture and fashionable life
styles when they visit coffee shops (Opus, 2010); thus, (2002) studies, respectively. Serving as dependent variables,
adventurous, open-minded, young customers visit coffee shops brand involvement, brand-decision involvement, brand
to represent a form of self-expression and to communicate their satisfaction and brand loyalty were adopted from studies by
self-identity (Euromonitor International, 2004). Mittal and Lee (1989), Mano and Oliver (1993) and Zeithaml
et al. (1996), respectively.
Data collection
The survey was developed in English and then translated into Data analysis
Korean. During this translation process, five bilingual graduate A LISREL 8.80 structural equation analysis package was used
students as well as two bilingual professors fluent both in to examine the theoretical framework proposed in this study.
English and Korean repeated the interpretation and editing Based on Anderson and Gerbing’s (1988) two-step approach,
process to ensure each survey question met the purpose and
confirmatory factor analysis (CFA) and structural equation
context of this research and was able to be easily understood by
modeling (SEM) were applied to empirically examine the
the participants. Then, five coffee shop owners and services
proposed hypotheses. Issues of measurement model
marketing experts reviewed the survey questionnaire to suggest
identification and structural model identification (i.e. two
ways to further clarify the survey for participants and to ensure
indicators rule) were confirmed before proceeding CFA and
the survey was designed to fulfill the purpose of this study. A
pilot test was performed with a convenience sample of 25 SEM (Kline, 2010).
customers at 5 different coffee shops in South Korea to test the Suggestions from Podsakoff et al. (2003) were also followed
reliability of the constructs and clarity of the measurement to decrease the risk of common method biases as this study was
items. After conducting preliminary tests and expert reviews, conducted using a survey method. For instance, the
minor adjustments were made to enhance the flow and improve confidentiality of each respondent’s response was ensured. In
the interpretation of the survey’s questions. addition, respondents were informed there were no correct or
A cross-sectional, self-administered field survey was incorrect answers when answering questions to ensure factual
conducted at major cities in South Korea, including Seoul, responses. Moreover, the CFA for all items loading on a single
Busan, Incheon, Daejeon, Daegu, Gwangju and Ulsan, which latent factor was conducted and results for CFA with a single
have popular commercial areas. Copies of the questionnaire factor indicated a poorer fit, compared to the multi-factor
were distributed to 40 owners and/or managers, who possessed models; thus, common method bias was deemed to not be an
an Intermediate Coffee Diploma Certificate earned through issue.
Promoting brand loyalty Journal of Services Marketing
Soon-Ho Kim and Seonjeong (Ally) Lee
effects on the model x 2 (Hair et al., 1998), it was necessary to in South Korea are not only popular to customers by providing
consider other goodness-of-fit indices. Table I describes results a place to relax, work and interact with others, but also inspire
of CFA, internal reliability and composite reliabilities (CR), many entrepreneurs to open their own business. However,
indicating a good convergent validity (Fornell and Larcker, because of severe competition and minimal product
1981). Convergent validity for the measurement items were differentiation, it is difficult to survive in the coffee shop
confirmed based on the high average variance extracted (AVE) business, which urges each coffee shop to develop brand
value of each construct in the model and significant factor loyalty. Results provide insights on the focal constructs
loadings of the observed variables for each latent variable underlying the process of brand loyalty formation through
(Fornell and Larcker, 1981). The constructs of the customer involvement.
measurement model also met the discriminant validity because This research supported the importance of customer–brand
all AVE estimates were greater than the corresponding squared relationships. Brand identification played a significant role in
inter-construct correlation estimates (Fornell and Larcker, influencing brand and brand-decision involvement. When
1981) (Table II). customers reported psychological connections with the brand,
they tended to be involved with the brand and brand-decision.
Results of SEM Customers had a deeper sense of brand identification, which
Results from the SEM yielded acceptable fit statistics – x 2 = led to involvement as an expression of a strong customer–brand
538.90, df = 155, RMSEA = 0.058, NFI = 0.99, CFI = 0.99 relationship. Although prior research in the foodservice
and IFI = 0.97. As the model’s x 2 was sensitive to sample size industry investigated the potential effect of brand identification
(Hair et al., 1998), it was necessary to consider other goodness- on brand loyalty (So et al., 2013), this is the first research
of-fit indices. In addition, the variance explained was 54 per designed to examine the effect in the relationship between
cent for brand involvement, 60 per cent for brand-decision customer–brand identification and two different types of
involvement, 42 per cent for brand satisfaction and 62 per cent involvement.
for brand loyalty. Results also supported the role of self-congruity on brand
The proposed model was compared to the models that involvement consistent with previous research. Sirgy et al.
included additional paths that accounted for the variance (2008) investigated the role of self-congruity on customer
explained by the general domain of the item (Kline, 2010). The involvement and brand loyalty. They identified that self-
results of the x 2 difference tests showed no significant congruity positively influenced brand loyalty moderated by
differences between the proposed model and a competing customer involvement. Results identified customers’
model. The proposed model was accepted, as it was more perceptions of self-congruity were more related to brand
parsimonious than the competing model and was consistent decision consumption than brand consumption. If the brand
with previous empirical and theoretical evidence. was congruent with self-concept, then customers were more
likely to have positive brand-decision involvement. Even
Results of hypotheses testing though the relationship between a customer’s self-congruity
Customer–brand identification positively influenced and brand involvement was not supported, customers’ self-
customers’ brand involvement (H1a) ( b = 0. 88, p < 0.01) and congruity perceptions were shown to influence brand-decision
their brand-decision involvement (H1b) ( b = 0. 20, p < 0.05), involvement. As this study’s context was coffee shops, brand
supporting H1a and H1b (Table III). Self-congruity did not consumption was not related to perceptions of self-congruity.
influence brand involvement (H2a) ( b = 0. 01, p > 0.10), Self-congruity perceptions could be enhanced through brand-
however, it influenced customers’ brand-decision involvement decision, as customers made their purchase decisions based on
(H2b) ( b = 0. 20, p < 0.01). Thus, H2a was not supported, brand symbols.
Promoting brand loyalty Journal of Services Marketing
Soon-Ho Kim and Seonjeong (Ally) Lee
In addition, when customers perceived service value during 2015) and attitudes (Liu et al., 2012). However, the role of
the consumption process, they were more likely to be involvement on brand loyalty in the coffee shop industry has
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involved with a brand and brand-decision. As Kim and Jang received little attention. This research is the first study to
(2014) suggested, coffee shop customers preferred to fulfill investigate how brand and brand-decision involvement in a
their individual value, social value and functional value coffee shop context influence the process of brand loyalty
through coffee consumption. This study extended previous formation. By applying the idea of loyalty to the coffee shop
research by providing additional evidence that supported the industry in South Korea, this study investigates ways to
role of service value on customer involvement in the context enhance brand loyalty through customer involvement.
of coffee shops. Moreover, results identified the positive Triggering customer involvement is important to enhance
relationship between brand involvement and brand-decision brand loyalty when the market is under severe competition and
involvement, consistent with previous research. For the customer–brand relationship is important for the
instance, Mittal and Lee (1989) confirmed the relationship consumption experience.
between product and brand-decision involvement. Their Second, this study contributes to involvement theory,
study indicated customers tended to show higher brand- because it validates the applicability of customer involvement in
decision involvement when they were directly involved with the coffee shop industry. Customer involvement is a critical
products. topic, as involvement influences affective, cognitive and
Furthermore, results confirmed positive outcomes of brand behavioral responses (Varki and Wong, 2003). Compared to
involvement and brand-decision involvement. Customer prior research that investigated the moderating role of customer
involvement played an important role to maximize customers’ involvement (Sirgy et al., 2008), this study investigates
pleasant experiences at coffee shops because customer customer involvement by relating antecedents and outcomes of
involvement in the service delivery process resulted in desirable brand and brand-decision involvement. In addition, prior
service outcomes. As supported in the commitment and research on customer involvement focused on product
involvement model (Beatty et al., 1988), customers indicated involvement (Mittal and Lee, 1989). This research is one of the
higher brand satisfaction and brand loyalty when they were few studies that identifies and investigates the importance of
engaged in the consumption process. When customers were brand involvement on customer behavior. Moreover, this
involved with the value creation process, customers were more research differentiates brand involvement from brand-decision
likely to report positive responses, such as brand satisfaction involvement, as certain attributes influence customers’ interests
and brand loyalty (Li and Petrick, 2008).
toward the brand and customers’ brand-decision interests,
respectively. Therefore, it is critical to differentiate different
Conclusion types of involvement to identify how they relate to brand
Theoretical contributions loyalty. Brands are identified as the most valuable asset in the
First, this study contributes to brand loyalty literature. Loyalty service industry because they influence customers’ behaviors
is important in services marketing because customers rely more and opinions of a company (Merz et al., 2009). Considering the
on word-of-mouth than traditional advertising when choosing a severe brand competition in the service industry, it is important
service provider, because of experiential characteristics of to examine factors that lead to customers’ brand and brand-
services (Fraering and Minor, 2013). Customer loyalty has decision involvement that further relate to brand satisfaction
been investigated in many different contexts (Kandampully and brand loyalty.
et al., 2015); however, the role of brand loyalty is less Third, this study extends symbolic interaction theory into the
emphasized in the food service industry. Developing brand coffee shop industry and supports the role of brand symbols
loyalty becomes critical in the competitive service markets. and the role of intangible features of service offerings on the
Prior research identified antecedents of brand loyalty, including relationship between customers and the brand. Because of
perceived quality (Frank et al., 2014), brand trust (Veloutsou, experiential and intangible characteristics of the coffee shop
Promoting brand loyalty Journal of Services Marketing
Soon-Ho Kim and Seonjeong (Ally) Lee
industry, customers develop meanings from symbolic features The layout and store design also influence customers’ overall
of service offerings. Service brands are symbols that influence value perceptions; thus, they should be appealing and
customers’ decision-making. Applying symbolic interaction comfortable to customers. For instance, coffee shop managers
theory to the coffee shop industry, this study investigates how should be keen to stay abreast of the market trends and
coffee consumption serves as a symbol of customers’ preferences of their target markets to make their coffee shops
consumption experiences, relating to customer brand involved with customers.
identification, self-congruity and service value perceptions. Moreover, managers should pay attention to attributes that
influence brand and brand-decision involvements and integrate
Managerial implications them into various marketing strategies to prolong the positive
Results from this study provide suggestions for coffee shop relationship between their brands and customers. Based on the
owners on how to promote brand loyalty to achieve a prevalent usage of technology, coffee shops can create an
competitive advantage in the coffee shop market. Managing a additional communication channel, such as a mobile
successful coffee shop is not just about brewing or serving application to continuously encourage customers’ brand and
coffee. A coffee shop should create an environment, which brand-decision involvement. To promote positive customer
assures the quality of the coffee and develops brand loyalty, responses, the consumption process should facilitate customer
especially when this environment is congruent with customer involvement, enhancing the fit between customers and brand,
expectations. A successful coffee shop integrates the coffee self-concept and service value perceptions.
shop’s brands that associate brand to customers, are relevant to
customers’ self-concept and provide a great value. All of these Limitations of this study and suggestions for
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pp. 341-352. Seonjeong (Ally) Lee can be contacted at: slee89@kent.edu
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