Customer engagement and customer loyalty: Evidence from selected HEI's students customers of iced coffee shops in Valencia City

 Corresponding author: Hanah Patricio Espital Copyright © 2025Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution License 4.0. Customer engagement and customer loyalty: Evidence from selected HEI’s students customers of iced coffee shops in Valencia City Hanah Patricio Espital 1, *, Millisa Saramosing Equit 1 and Mayeth Nuevo Montajes 2 1 College of Business Administration, ACLC College of Bukidnon, Inc., Valencia City, Bukidnon, Philippines. 2 Science, Technology, Engineering, Department of Mathematics STEM, His Greatness Christian Academy, Valencia City, Bukidnon, Philippines. World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 Publication history: Received on 03 April 2025; revised on 11 May 2025; accepted on 13 May 2025 Article DOI: https://doi.org/10.30574/wjarr.2025.26.2.0707 Abstract This study explored the relationship between customer engagement and customer loyalty among college students who consume iced coffee shops in Valencia City, Bukidnon. It examined three dimensions of engagement—cognitive, emotional, and behavioral—and their impact on loyalty, focusing on factors such as customer demographics, purchase behaviors, and interaction patterns. Using quantitative, descriptive, and correlational research methods, this study analyzed data from 370 respondents representing students from three local higher education institutions (HEIs). Guided by the Stimulus-Organism-Response (SOR) Theory, alongside the Affective-Behavioral-Cognitive (ABC) Model and Self-Determination Theory (SDT), the research framework linked cognitive evaluations, emotional connections, and behavioral patterns to sustained customer loyalty. The study employed validated survey instruments and statistical tools to ensure reliability and precision. Key findings revealed that customer loyalty—characterized by repeat purchases—was significantly influenced by customer engagement levels. Emotional engagement stood out as a critical driver, highlighting the role of positive interactions and mood in fostering brand attachment. The study aimed to help coffee shop owners design engagement strategies to enhance loyalty, improve customer retention, and differentiate their offerings in a competitive market. It also contributed valuable insights into customer behavior in the coffee industry, laying the groundwork for future research on consumer dynamics. Keywords: Customer engagement; Customer loyalty; Customer engagement cognitive; Customer engagement emotional/affective; Customer engagement behavioral; College students; Iced coffee shops 1. Introduction Cultivating customer loyalty presents significant challenges for businesses, particularly those in the coffee shop sector, as the process is dynamic. Consumers assess some factors before pledging their loyalty to a coffee shop. Maintaining loyal customers in every coffee shop for various positive outcomes is crucial (YiĞiT and Perçin, 2021; Sathish and Venkatesakumar, 2011). Customer loyalty is a critical asset for the business (Godovykh and Tasci, 2021; Han et al., 2018). According to Hur et al. (2020), customer loyalty is not just about the price or the availability it is also about the emotional connection. Modern customers want to feel seen, heard, and valued–they want to avoid meeting their needs (Woodland, 2024). This requires owners to prioritize emotional relationships over transactional interactions. Establishing emotional connections secures customer loyalty. Loyal customers are valuable assets for any brand as they are likelier to choose the brand over the competition, spend more, and generate more significant transactions. Engaged customers World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2032 are loyal customers (Woodland, 2024) the more the customers are engaged with the brand, the more loyal they are to repeat their product purchase. Customer engagement is essential for the coffee shop as it promotes customer loyalty, increases sales, and improves the overall customer experience. Engaged customers tend to return, spend more, and contribute to continued business growth. Coffee shop owners can establish lasting relationships and set themselves apart in a highly competitive market (Sharma, 2024). Additionally, Sharma (2024) stated that effective customer engagement in coffee shops will significantly increase customer loyalty. In contrast, a coffee shop with effective customer engagement may need help in understanding its customers' preferences, leading to poor customer experience and disconnection, causing them to turn to competitors who make them feel more valued. Several past studies have observed a direct effect of customer engagement on customer experience and loyalty (Arrfat, 2020; Safitri et al., 2020). Researchers have suggested that customer engagement comprises cognitive, emotional, and behavioral components (Islam et al., 2019; Kumar et al., 2019). Maintaining strong customer relationships and ensuring business longevity can be accomplished through the cultivation of customer loyalty, a vital business asset (Song, Wang, and Han, 2019). The potential contribution of customer engagement to customer loyalty is becoming known in the literature (Bowden, 2009). However, the specific dynamics and mechanisms underlying this relationship in the coffee shop sector warrant further exploration. Given the industry's highly competitive nature, it is crucial to understand how coffee shop owners can prioritize emotional relationships over transactional interactions to establish a lasting customer base (Woodland, 2024). This study aims to determine the relationship and influence between customer engagement and customer loyalty among selected HEI students who are customers of iced coffee shops in Valencia City. Specifically, it seeks to answer several sub-problems. First, the study examines the frequency of the demographic profiles of selected HEI students, considering factors such as age, sex, school attended, year level, and the last iced coffee shop they visited. Second, it evaluates the level of agreement of these students regarding customer loyalty (CL) and different aspects of customer engagement, including cognitive (CEC), emotional/affective (CEE), and behavioral (CEB) engagement. Additionally, the study investigates whether there is a significant difference between the demographic profile of selected HEI students and customer loyalty. It also explores whether significant differences exist between the demographic profile and customer engagement in terms of cognitive, emotional/affective, and behavioral engagement. Furthermore, the research seeks to determine whether there is a significant relationship between customer loyalty and customer engagement, considering cognitive, emotional/affective, and behavioral aspects. Lastly, it aims to identify whether customer loyalty significantly influences customer engagement in these three dimensions. Based on the statement of the problem, this study proposes the following hypotheses: • H01: There is no significant difference between the demographic profile of selected HEI students who are customers of iced coffee shops in Valencia City and customer loyalty. • H02: There is no significant difference between the demographic profile of selected HEI students who are customers of iced coffee shops in Valencia City and customer engagement. • H03: There is no significant relationship between customer loyalty and customer engagement in terms of cognitive engagement (CEC), emotional/affective engagement (CEE), and behavioral engagement (CEB). • H04: There is no significant influence between customer loyalty and customer engagement in terms of cognitive engagement (CEC), emotional/affective engagement (CEE), and behavioral engagement (CEB). 2. Material and methods 2.1. Research Design Quantitative Research connotes the relationship between the independent and dependent variables (Mehrad and Tahriri, 2019). To assess these variables accurately, a descriptive study requires hundreds or thousands of respondents. Descriptive Research involves describing and observing the phenomenon without influencing the variables and is used for gathering numerical data (Siedlecki, 2020). According to Iranifard and Roudsari (2022), Comparative Research is World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2033 the study of differences and similarities between two cases; the researcher then compares the particular issue with different contexts, either quantitative or qualitative approaches. Correlational Research Design examines the differences of two or more variables, and variables are not manipulated (Queirós et al., 2017). Correlational Research Design involves two or more quantitative variables subjected to the computation of variables to see if there is a relationship between variables (Mohajan, 2020). 2.2. Research Instrument The researcher conducted a pilot test by gathering thirty respondents who are college students from selected HEIs who are engaging in buying iced coffee from iced coffee shops around Valencia City, Bukidnon. The researcher used Cronbach's Alpha test score to assess the reliability and validity of the construct and the average item values of each construct to determine the level of agreement. This study used stratified random sampling. Stratified random sampling divides the population into several layers and then randomly samples from the parent population. This narrows the difference between different types of individuals through classification. The complete pilot testing survey is shown in Table 1. Table 1 Construct Description, Source, and Cronbach’s Alpha Reliability Score Result from a Pilot Test of Thirty (30) Samples Construct Description Source Cronbach’s Alpha (Reliability Score from Pilot Test) Remarks Customer Loyalty (CL) The customer’s long-term devotion to the product can be both behavioral and attitudinal commitment to the product. Whence customer loyalty? (Oliver, 1999). 0.942 All eight item questions are higher than the 0.70 reliability score. Customer Engagement Cognitive (CEC) The level of customers’ processing of brand-related thoughts in brand interaction. Consumer brand engagement in social media: conceptualization, scale development and validation Hollebeek, L.D., Glynn, M.S. and Brodie, R.J. (2014). 0.889 All eight item questions are higher than the 0.70 reliability score. Customer Engagement Emotional (CEE) The degree of customers’ positive interaction with brand-related affect Consumer brand engagement in social media: conceptualization, scale development and validation Hollebeek, L.D., Glynn, M.S. and Brodie, R.J. (2014). 0.930 All eight item questions are higher than the 0.70 reliability score. Customer Engagement Behavioral (CEB) The level of energy customers exert and express towards the brand. Consumer brand engagement in social media: conceptualization, scale development and validation Hollebeek, L.D., Glynn, M.S. and Brodie, R.J. (2014). 0.945 All eight item questions are higher than the 0.70 reliability score. Overall Cronbach’s Alpha 0.981 All 32-item questions are higher than the 0.70 reliability score. Table 1 shows Cronbach’s Alpha Results for Pilot Testing; the eight customer loyalty question items have a reliability analysis of 0.942. Customer engagement cognitive has a reliability analysis of 0.889. Customer engagement emotional/affective has a reliability analysis of 0.930. Customer engagement behavioral has a reliability analysis of 0.945. The overall Cronbach's Alpha score for the pilot study is 0.981. World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2034 Table 2 Construct Item Questions to be Used in Actual Data Gathering Construct Item Questions Adapted From Total No. of Item Questions Total No. of Item Questions Deleted After Pilot Test Customer Loyalty (CL) CL1. I try to visit my usual iced coffee shop every time I need to freshen up. Monferrer, D., Tena M. A. M., & Estrada, M. (2019). 8 0 CL2. I will try to continue with my usual iced coffee shop in the coming years. Monferrer, D., Tena M. A. M., & Estrada, M. (2019). CL3. I will encourage my relatives and friends to become customers of this iced coffee shop. Monferrer, D., Tena M. A. M., & Estrada, M. (2019). CL4. I consider myself a loyal customer at my usual iced coffee shop. Monferrer, D., Tena M. A. M., & Estrada, M. (2019). CL5. I will give positive recommendations to others about my usual iced coffee shop. Zeithaml, V., Berry, L. & Parasuraman, A. (1996); Bloemer, J., OdekerkenSchrӧder, G. & Kestens, L. (2003). CL6. I will not buy another iced coffee drink other than at my usual iced coffee shop. Monferrer, D., Tena M. A. M., & Estrada, M. (2019). CL7. I will continue to enjoy drinks at my usual iced coffee shop. Monferrer, D., Tena M. A. M., & Estrada, M. (2019). CL8. I will buy in iced coffee shop most often. Chaudhuri and Holbrook (2001). Customer Engagement Cognitive (CEC) CEC1. I asked myself questions to check if I liked the iced coffee at this iced coffee shop. de Vreede, T., et al., (2019). 8 0 CEC2. I spend much time thinking about the iced coffee at this iced coffee shop. Rothbard, (2001). CEC3. I make time to think about the iced coffee at this iced coffee shop. de Vreede, T., et al., (2019). CEC4. Time flies when I am drinking this iced coffee. Rothbard, (2001). CEC5. When drinking iced coffee at this iced coffee shop, I forgot everything else around me. Schaufeli et al., (2002). CEC6. When I am drinking this iced coffee, I get carried away. Schaufeli et al., (2002). CEC7. Consider this iced coffee shop as your first choice to buy iced coffee. Zeithaml, V., Berry, L. & Parasuraman, A. (1996); Bloemer, J., OdekerkenSchrӧder, G. & Kestens, L. (2003). World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2035 CEC8. I seek ideas or information about the iced coffee of this iced coffee shop. Vivek, (2009). Construct Item Questions Adapted From Total No. of Item Questions Total No. of Item Questions Deleted After Pilot Test Customer Engagement Emotional (CEE) CEE1. It made me happy to drink iced coffee at this iced coffee shop. de Vreede, T., et al., (2019). 8 0 CEE2. The iced coffee at the iced coffee shop had a positive impact on my mood. de Vreede, T., et al., (2019). CEE3. I care about this iced coffee shop. de Vreede, T., et al., (2019). CEE4. I feel enthusiastic about this iced coffee from this iced coffee shop. Schaufeli et al., (2002). CEE5. I am interested in anything about this iced coffee of this iced coffee shop. Schaufeli et al., (2002). CEE6. I find this iced coffee of this iced coffee shop interesting. Schaufeli et al., (2002). CEE7. When drinking this iced coffee of this iced coffee shop, I feel happy. Schaufeli et al., (2002). CEE8. I get pleasure from drinking this iced coffee of this iced coffee shop. Schaufeli et al., (2002). Customer Engagement Behavioral (CEB) CEB1. I share my ideas about the iced coffee of this iced coffee shop. de Vreede, T., et al., (2019). 8 0 CEB2. I share interesting content about the iced coffee of this iced coffee. de Vreede, T., et al., (2019). CEB3. I ask questions about the iced coffee of this iced coffee shop. de Vreede, T., et al., (2019). CEB4. Encourage friends and relatives to buy iced coffee at this iced coffee shop. Zeithaml, V., Berry, L. & Parasuraman, A. (1996); Bloemer, J., OdekerkenSchrӧder, G. & Kestens, L. (2003). CEB5. I promote the iced coffee of this iced coffee shop. Zeithaml, V., Berry, L. & Parasuraman, A. (1996); Bloemer, J., OdekerkenSchrӧder, G. & Kestens, L. (2003). CEB6. I try to get others interested in the iced coffee of this iced coffee shop. Zeithaml, V., Berry, L. & Parasuraman, A. (1996); Bloemer, J., OdekerkenSchrӧder, G. & Kestens, L. (2003). World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2036 CEB7. I actively defend the iced coffee of this iced coffee shop from its critics. Zeithaml, V., Berry, L. & Parasuraman, A. (1996); Bloemer, J., OdekerkenSchrӧder, G. & Kestens, L. (2003). Construct Item Questions Adapted From Total No. of Item Questions Total No. of Item Questions Deleted After Pilot Test CEB8. Recommend this iced coffee shop to someone who seeks your advice in buying iced coffee. Zeithaml, V., Berry, L. & Parasuraman, A. (1996); Bloemer, J., OdekerkenSchrӧder, G. & Kestens, L. (2003). Table 2 shows the construct item questions used in actual data gathering. Eight-item questions were used for customer loyalty, eight-item questions were used for customer engagement cognitively, eight-item questions were used for customer engagement emotional/affective, and eight-item questions were used for customer engagement behaviorally. A total of 32-item questions were used in this study. 3. Results and discussion 3.1. Construct Reliability and Validity Construct reliability is involved with consistency, respondents' performance on the survey, and reproducibility. It is the total consistency of a certain measure; a measure is considered highly reliable when it results the same under consistent conditions. Construct Validity is when practical tests derived from a theory are used to measure some construct defined by the theory; it is used when you are measuring something that cannot be directly observed. The importance of both Construct Reliability and Construct Validity makes a stronger assessment of the Test or tool and conducting it in different ways makes for a stronger evaluation (Emerson, 2024). Table 3 Reliability and Validity Test of the Research Instrument Standard Value >0.5 >0.6 >0.5 > or = to 0.7 Construct Item FL CR AVE Cronbach's Alpha Customer Engagement Cognitive (CEC) Customer_Engagement_Cognitive1 0.60 9 0.86 9 0.456 0.922 Customer_Engagement_Cognitive2 0.73 4 Customer_Engagement_Cognitive3 0.71 5 Customer_Engagement_Cognitive4 0.69 0 Customer_Engagement_Cognitive5 0.70 9 Customer_Engagement_Cognitive6 0.58 0 Customer_Engagement_Cognitive7 0.74 9 Customer_Engagement_Cognitive8 0.59 3 World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2037 Customer Engagement Emotional (CEE) Customer_Engagement_Emotional1 0.75 6 0.89 1 0.50 5 0.927 Customer_Engagement_Emotional2 0.69 1 Customer_Engagement_Emotional3 0.74 1 Customer_Engagement_Emotional4 0.61 8 Standard Value >0.5 >0.6 >0.5 > or = to 0.7 Construct Item FL CR AVE Cronbach's Alpha Customer_Engagement_Emotional5 0.68 0 Customer_Engagement_Emotional6 0.69 6 Customer_Engagement_Emotional7 0.76 7 Customer_Engagement_Emotional8 0.72 5 Customer Engagement Behavioral (CEB) Customer_Engagement_Behavioral 1 0.52 5 0.85 8 0.434 0.920 Customer_Engagement_Behavioral 2 0.67 8 Customer_Engagement_Behavioral 3 0.83 2 Customer_Engagement_Behavioral 4 0.60 3 Customer_Engagement_Behavioral 5 0.62 1 Customer_Engagement_Behavioral 6 0.68 7 Customer_Engagement_Behavioral 7 0.57 4 Customer_Engagement_Behavioral 8 0.70 4 Customer Loyalty (CL) Customer_Loyalty1 0.61 3 0.85 2 0.419 0.921 Customer_Loyalty2 0.61 5 Customer_Loyalty3 0.70 8 Customer_Loyalty4 0.62 5 Customer_Loyalty5 0.68 6 World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2038 Customer_Loyalty6 0.56 5 Customer_Loyalty7 0.65 1 Customer_Loyalty8 0.70 1 Overall, Alpha for Customer Engagement* 0.972 Overall, Alpha (ALL 32 Item Questions) ** 0.979 *24 item questions for Customer Engagement (CEC. CEE, CEB) **Overall alpha, 32 item questions, no item questions deleted. Table 3 presents the results of the reliability and validity test conducted based on the research instrument, an adopted questionnaire used to assess customer engagement relationships and influence on customer loyalty. With a Factor Loading (FL) of 0.609, Customer Engagement Cognitive (CEC) exhibited a good correlation with the construct; its Composite Reliability (CR) was 0.869; its Average Variance Extracted (AVE) was 0.456 the value is below the suggested value which is the 0.50; and its Cronbach’s Alpha was 0.922 which was superior. With a Factor Loading (FL) of 0.756, Customer Engagement Emotional (CEE) exhibited a good correlation with the construct; its Composite Reliability (CR) was 0.891; its Average Variance Extracted (AVE) was 0.505, the value is above the suggested value which is the 0.50; and its Cronbach’s Alpha was 0.927 which was superior. With a Factor Loading (FL) of 0.525, Customer Engagement Behavioral (CEB) exhibited a good correlation with the construct; its Composite Reliability (CR) was 0.858; its Average Variance Extracted (AVE) was 0.434 the value is below the suggested value which is the 0.50; and its Cronbach’s Alpha was 0.920 which was superior. With a Factor Loading (FL) of 0.613, Customer Loyalty (CL) exhibited a good correlation with the construct; its Composite Reliability (CR) was 0.852; it is Average Variance Extracted (AVE) was 0.419 the value is below the suggested value, which is the 0.50; and its Cronbach's Alpha was 0.921 which was superior. The overall Cronbach's Alpha for Customer Engagement (CE) of 0.972 was superior, and with the overall Cronbach Alpha value of 0.079, the research instrument has outstanding overall reliability, indicating great internal consistency across all constructs. 3.2. Significant Research Results Table 4 presents the result of problem 1's statement, which is the frequency of the demographic profile of selected HEI student customers of iced coffee shops in Valencia City in terms of age, sex, school attended, year level, and iced coffee last visited. Demographic Profile in Terms of Frequency Table 4 Demographic Profiling of the Respondents Demographic Variable Category Frequency Percentage Age 18 to 20 years old 191 51.6 21 to 25 years old 175 47.3 26 to 30 years old 4 1.1 Sex Male 129 34.9 Female 241 65.1 School Attended ACLC College of Bukidnon, Inc. 37 10.0 Philippine Colleges Foundation 148 40.0 Valencia Colleges (Bukidnon), Inc. 185 50.0 Year Level 1st Year 111 30.0 2nd Year 151 40.8 3rd Year 42 11.4 4th Year 66 17.8 World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2039 Iced Coffee Shop Last Visited Don Macchiatos 304 82.2 Beanukid Bake & Brew 10 2.7 M310 Cà Phê 2 0.5 Café Luiza 1 0.3 Daru Café & Ranch 8 2.2 Coffee Clock 38 10.3 Other: JZM 1 0.3 Other: Haven's Cafe and Tea 1 0.3 Other: Da Rendezvous 2 0.5 Other: Suok Cafe 1 0.3 Other: Changtea 1 0.3 Other: K-Kopi 1 0.3 Note: n=370 Table 4 presented that 51.6% of respondents between the ages of 18 and 20 had answered the questionnaire, followed by 47.3% between the ages of 21 and 25 and 1.1% between the ages of 26 and 30. As a result, most respondents (51.6%) were between 18 and 20. The table shows that 34.9% of the respondents were male, and 65.1% were female. As a result, most respondents (51.6%) were female. The table shows that 10% of the respondents were from ACLC College of Bukidnon, Inc., 40% were from the Philippine Colleges Foundation, and 50% were from Valencia Colleges (Bukidnon), Inc. As a result, most respondents (50%) were from Valencia Colleges (Bukidnon) Inc. The table presented that 30% of the respondents were 1st-year students, 40.8% were 2nd-year students, 11.4% were 3rd-year students, and 17.8% were 4th-year students. As a result, most respondents (40.8%) were 2nd year students. The table presented 82.2% of the respondents last visited iced coffee shop were Don Macchiatos, 2.7% visited Beanukid Bake & Brew, 0.5% visited M310 Cà Phê, 0.3% visited Café Luiza, 2.2% visited Daru Café & Ranch, 10.3% visited Coffee Clock, 0.3% visited JZM, 0.3% visited Haven's Cafe and Tea, 0.5% visited Da Rendezvous, 0.3% visited Suok Café, 0.3% visited Changtea and 0.3% visited K-Kopi. As a result, most respondents (82.2%) last visited Don Macchiatos. Significant Relationship – Using Correlate > Bivariate Technique > Pearson R Coefficient Correlation Analysis is used to evaluate the strength and direction of the linear relationship between variables; it helps understand whether an increase in one variable corresponds to an increase or decrease in another (Hasiloglu & Kunduraci, 2018). The bivariate technique is a subset of correlation analysis that focuses on the relationship between exactly two variables; it evaluates how one variable behaves in response to changes in another (Hasiloglu & Kunduraci, 2018). Pearson R Coefficient uses a linear relationship between two variables; a value close to +1 indicates a strong positive correlation, a value close to -1 indicates a strong negative correlation and a value near 0 implies no significant linear relationship (Hasiloglu & Kunduraci, 2018). Table 5 The Relationship Between Customer Engagement (Overall) and Customer Loyalty at Iced Coffee Shops Perceived by the Respondents in Selected HEIs School in Valencia City, Bukidnon **. Correlation is significant at the 0.01 level (2-tailed). a Direction and Strength of the variables' relationship; Values in the diagonal with parenthesis are the Cronbach's Alpha; n=370 Construct Me an Std. Dev. (1) (2) Interpretation DV to IV (1) Remarks According to Hair et al. (2013) According to Cohen (1988) a Hypo-thesis Decision (1) Customer Loyalty (DV) 5.4 49 1.060 (0.9 21) (2) Customer Engagement as Overall (IV) 5.4 00 1.022 .938 ** (0.9 72) Very Strong Positive Correlation Large Positive Relationship Ho3 NOT accepted World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2046 Future research might explore deeper integrations of SDT’s motivational constructs with engagement behaviors. Overall, the results affirm the framework's relevance in explaining customer engagement and loyalty dynamics. 4. Conclusion This study reveals that most iced coffee shop customers in Valencia City are female students aged 18 to 20 years, primarily from Valencia Colleges (Bukidnon), Inc., with 2nd-year students forming the largest group. Don Macchiatos emerged as the most popular iced coffee shop among respondents. The findings highlight that gender and age significantly influence customer engagement and loyalty, with emotional engagement being the strongest predictor of loyalty, followed by behavioral and cognitive factors. These insights support the anchor theory, emphasizing that fostering emotional connections enhances customer retention and business success. This study benefits society by providing coffee shop owners with actionable strategies to improve customer engagement and loyalty, contributing to sustainable business growth and improved customer experiences. Compliance with ethical standards Acknowledgments To Ate Amor and Ate Ysa, thank you for lending me your laptops and making this process smoother. To my family, your love and motivation kept me going even during the toughest times. To my best friend, Loren, thank you for guiding me, helping me choose the perfect title, and patiently listening to my rants—you made this journey more bearable. To Ma’am Saramosing, your guidance and encouragement from Thesis 1 to Thesis 2 have been invaluable. And to my Cobasco family, thank you for your support in producing this book and reminding me I was never alone in this endeavor. To everyone who supported me in this milestone, big or small, thank you. This achievement is a reflection of your love and support in me. Disclosure of conflict of interest The authors declares no conflict of interest. Statement of informed consent The identity and data gathered from the participants was kept confidential to protect the respondents' rights and welfare. The researcher gave the participants consent, giving them the freedom to decline participation in the survey. Before answering the survey, the researchers are explained the study. Participants were instructed to be honest in their answers for more accurate results. References [1] Abror, A., Patrisia, D., Engriani, Y., Evanita, S., Yasri, Y., & Dastgir, S. (2019). Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty. Journal of Islamic Marketing. doi: 10.1108/JIMA-03-2019-0044 [2] Ahn, J., and Back, K.-J. (2018). Antecedents and consequences of customer brand engagement in integrated resorts. International J. Hospital Management. doi: 10. 1016/j.ijhm.2018.05.020 [3] Al-Dmour, H. H., Ali, W.K., Al-Dmour, R.H. (2019). The Relationship Between Customer engagement, Satisfaction, and Loyalty. International Journal of Customer Relationship Marketing and Management. Volume 10 – Issue 2. [4] Arief, I. S., Utama, I. K. a. P., Hantoro, R., Prananda, J., Arvisa, T. R., & Kusuma, R. F. (2019). Mooring Experimental study of motion response for pendulum wave energy converters. IOP Conference Series Materials Science and Engineering, 462, 012010. https://doi.org/10.1088/1757-899x/462/1/012010 [5] Arrfat, Y. (2020). Aligning the global value chains of China and Pakistan in the context of the Belt and Road Initiative, and China Pakistan Economic Corridor. In Palgrave Macmillan Asian business series (pp. 203–226). https://doi.org/10.1007/978-3-030-18959-4_9 [6] Asti, W. P., Handayani, P. W., & Azzahro, F. (2021). Influence of trust, perceived value, and attitude on customers’ repurchase intention for e-grocery. Journal of Food Products Marketing. World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2047 [7] Bergel, M., Frank, P., & Brock, C. (2019). The role of customer engagement facets on attitude, loyalty and price perception. Journal of Services Marketing. doi: 10.1108/JSM-01-2019-0024 [8] Bhatt, G., Sarkar, A., & Sarkar, J. G. (2020). Attractive and facilitating store atmospheric stimuli. International Journal of Retail and Distribution Management, 48(4), 363–379. doi: 10.1108/IJRDM-07-2018-0142 [9] Bowden, J. (2009). The Process of Customer Engagement: A Conceptual framework. Journal of Marketing Theory and Practice. https://doi.org/10.2753/mtp1069-6679170105 [10] Brakus, J.J.; Schmitt, B.H.; Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? J. Mark. [11] Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114. https://doi.org/10.1016/j.jbusres.2011.07.029 [12] Brooks, Rebecca (2022). 3 Things You Need to Know About Gen Z and Brand Loyalty. Retrieved from: https://www.forbes.com/sites/forbesagencycouncil/2022/08/10/3-things-you-need-to-know-aboutgen-zand-brand-loyalty/?sh=651e0632c4f2 [13] Chairunnisa, N. A., & Ruswanti, N. E. (2023). The impact of customer engagement on brand loyalty: the mediation roles of brand attachment and customer trust. Jurnal Multidisiplin Madani, 3(4), 789–801. https://doi.org/10.55927/mudima.v3i4.2603 [14] Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255 [15] Czarniecka-Skubina, E., Pielak, M., Sałek, P., Korzeniowska-Ginter, R., & Owczarek, T. (2021). Consumer choices and habits related to coffee consumption by Poles. International Journal of Environmental Research and Public Health, 18(8), 3948. https://doi.org/10.3390/ijerph18083948 [16] de Vreede, T., Andel, S., de Vreede, G.J., Spector, P., Singh, V., & Padmanabhan, B. (2019). What is Engagement and How Do We Measure It? Toward a Domain Independent Definition and Scale. Paper presented at the 52nd Hawaiian International Conference on System Science, Maui, HI, January. [17] Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. MM. Journal of Marketing Management. https://doi.org/10.1080/0267257x.2015.1130738 [18] Dhasan, D., & Aryupong, M. (2019). Effects of product quality, service quality and price fairness on customer engagement and customer loyalty. ABAC Journal. [19] Dillon, P., Kelpin, S., Kendler, K., Thacker, L., Dick, D., & Svikis, D. (2019). Gender differences in Any-Source caffeine and energy drink use and associated adverse health behaviors. Journal of Caffeine and Adenosine Research, 9(1), 12–19. https://doi.org/10.1089/caff.2018.0008 [20] Dulkhatif, D., Haryono, A. T., & Warso, M. M. (2016). The influence of service quality, customer satisfaction and location on customer loyalty on the internet service provider Study PT Noken Mulia Tama Semarang. Journal of Management, 2(2), 1–34. [21] Emerson, R. W. (2024). Validity and reliability. Journal of Visual Impairment & Blindness. doi: 10.1177/0145482x241278447 [22] Fan, X., Ning, N. and Deng, N. (2020). The impact of the quality of intelligent experience on smart retail engagement. Marketing Intelligence and Planning, Vol. 38 No. 7, pp. 877-891 [23] Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand love as mediator of the brand experience-satisfactionloyalty relationship in a retail fashion brand. Management and Marketing. doi: 10.2478/mmcks-2019-0020 [24] Garg, R., Mukherjee, J., Biswas, S., & Kataria, A. (2015). An investigation of antecedents and consequences of brand love in India. Asia-Pacific Journal of Business Administration, 7. doi: 10.1108/apjba-09-2014-0112 [25] Gligor, D., Bozkurt, S., Welch, E., & Gligor, N. (2022). An exploration of the impact of gender on customer engagement. Journal of Marketing Communications, 29(4), 379–402. https://doi.org/10.1080/13527266.2022.2030390 [26] Godovykh, M., & Tasci, A. D. (2021). The influence of post-visit emotions on destination loyalty. Tour. Rev. doi: 10.1108/tr-01-2020-0025 World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2048 [27] Han, H., Lee, K., Song, H., Lee, S., & Chua, B. (2019). Role of coffeehouse brand experiences (sensory / affective / intellectual / behavioral) in forming patrons’ repurchase intention. Journal of Hospitality and Tourism Insights. doi: 10.1108/jhti-03-2019-0044 [28] Han, H., Nguyen, H., Song, H., Chua, B., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International J. Hosp. Manag. doi: 10.1016/j.ijhm.2017.12.011 [29] Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. [30] Harimurti, R., & Suryani, T. (2019). The impact of total quality management on service quality, customer engagement, and customer loyalty in banking. Jurnal Manajemen Dan Kewirausahaan. https://doi.org/10.9744/jmk.21.2.95-103 [31] Harrigan, P., Evers, U., Miles, M. and Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management. doi: 10.1016/j.tourman.2016. 09.015. [32] Harrigan, P., Evers, U., Miles, M.P. and Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal Business Research. doi: 10.1016/j.jbusres.2017. 11.046 [33] Hasiloglu, M. A., & Kunduraci, A. (2018). A Research Study on Identifying the Correlation between Fourth Graders’ Attitudes and Behaviors toward the Environment. International Education Studies, 11(6), 60. https://doi.org/10.5539/ies.v11n6p60 [34] Hermanto, H., Apriansyah, R., Fikri, K., & Albetris, A. (2019). The influence of location and service quality on consumer loyalty on the Copy of Anugrah Rengat. Ekonomis: Journal of Economics and Business, 3(2), 171–176. [35] Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management. https://doi.org/10.1080/0267257X.2010.500132 [36] Hollebeek, L. D., Glynn, M. S., and Brodie, R. J. (2014). Consumer brand engagement in social media: conceptualization, scale development and validation. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2013.12.002 [37] Huang, C. (2017). The impacts of brand experiences on brand loyalty: Mediators of brand love and trust. Management Decision, 55(5), 915-934. http://dx.doi.org/10.1108/MD-10-2015-0465 [38] Hur, W., Moon, T., & Kim, H. (2020). When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment. Journal of Brand Management. doi: 10.1057/s41262-020-00190-x [39] Hussein, A.S. (2018). Effects of brand experience on brand loyalty in Indonesian casual dining restaurant: Roles of customer satisfaction and brand of origin. Tour. Hosp. Manag. [40] Hwang, J., & Lee, J. H. (Jay). (2019). A strategy for enhancing senior tourists’ well-being perception: focusing on the experience economy. Journal of Travel and Tourism Marketing. https://doi.org/10.1080/10548408.2018.1541776 [41] Iranifard, E., & Roudsari, R. L. (2022). Comparative research: an old yet unfamiliar method. DOAJ (DOAJ: Directory of Open Access Journals). https://doi.org/10.22038/jmrh.2022.66873.1954 [42] Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. J. Retail. & Cons. Serv. doi: 10.1016/j.jretconser.2019.05.018 [43] Kaur, H., Paruthi, M., Islam, J. and Hollebeek, L.D. (2020). The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities. Telematics and Informatics, Vol. 46, p. 101321 [44] Kosiba, J.P.B., Boateng, H., Okoe Amartey, A.F., Boakye, R.O. and Hinson, R. (2018). Examining customer engagement and brand loyalty in retail banking: the trustworthiness influence. International Journal of Retail and Distribution Management, Vol. 46 No. 8, pp. 764-779. [45] Kumar, V., Pozza, I.D. and Ganesh, J. (2013). Revisiting the satisfaction-loyalty relationship: empirical generalizations and directions for future research. Journal of Retailing, Vol. 89 No. 3, pp. 246-262. World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2049 [46] Kumar, V., Rajan, B., Gupta, S., and Pozza, I. D. (2019). Customer engagement in service. Journal of Academic Marketing Sciences. https://doi.org/10.1007/s11747-017-0565-2 [47] Li, M. W., Teng, H. Y., & Chen, C. Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. J. Hospitality and Tourism Management. doi: 10.1016/j.jhtm.2020.06.015 [48] Lin, J. L.& Chao. R. F. (2023). The influence of emotional experience on consumer’s revisit intention for specialty coffee shops: perceived value as a mediating factor. International Journal of Business and Management Invention. doi: 10.35629/8028-120686694 [49] Lone, A., Alnawah, A. K., Hadadi, A. S., Alturkie, F. M., Aldreweesh, Y. A., & Alhedhod, A. T. (2023). Coffee consumption behavior in young adults: exploring motivations, frequencies, and reporting adverse effects and withdrawal symptoms. Psychology Research and Behavior Management, Volume 16, 3925–3937. https://doi.org/10.2147/prbm.s427867 [50] Mahoney, C. R., Giles, G. E., Marriott, B. P., Judelson, D. A., Glickman, E. L., Geiselman, P. J., & Lieberman, H. R. (2019). Intake of caffeine from all sources and reasons for use by college students. Clinical Nutrition. Doi: 10.1016/j.clnu.2018.04.004 [51] Maranatha, N. E. G., Rini, N. E. S., & Situmorang, N. S. H. (2023). Analysis of the influence of brand image, service quality and store atmosphere on customer satisfaction cafe ruang sarca medan. International Journal of Economic Business Accounting Agriculture Management and Sharia Administration (IJEBAS), 3(4), 1165–1182. https://doi.org/10.54443/ijebas.v3i4.1001 [52] Mehrad, A., & Tahriri, M. (2019). Comparison between Qualitative and Quantitative Research Approaches: Social Sciences. [53] Menon, S., & Kahn, B. (2002). Cross-category effects of induced arousal and pleasure on the internet shopping experience. J. Retail. [54] Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. U. A., & Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184-2206 [55] Mohajan, H. K. (2020). Quantitative research: A successful investigation in natural & social sciences. Journal of Economic Development, Environment and People, 9(4), 50-79. ISSN 2285 – 3642 [56] Moliner, M.A., Monferrer, D. and Estrada, M. (2018). Consequences of customer engagement and customer selfbrand connection. Journal of Services Marketing, Vol. 32 No. 4, pp. 387-399. [57] Monferrer, D., Tena, M. Á. M., & Estrada, M. (2019). Increasing customer loyalty through customer engagement in the retail banking industry. Spanish J. Marketing. doi: 10.1108/sjme-07-2019-0042 [58] Newman, A. J., & Patel, D. (2004). The marketing directions of two fashion retailers. Europ J. Mar. doi:10.1108/03090560410539249 [59] Ng, S., Bharti, M., & Faust, N. T. (2020). The impact of gender and culture in consumer behavior. In Cambridge University Press eBooks. https://doi.org/10.1017/9781108561716.021 [60] Ni X, Shao X, Geng Y, Qu R, Niu G, and Wang Y. (2020). Development of the Social Media Engagement Scale for Adolescents. Front. Psychology. 11:701. doi: 10.3389/fpsyg.2020.00701 [61] Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing. https://doi.org/10.1177/00222429990634s105 [62] Pansari, A., & Kumar, V. (2016). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-016-0485-6 [63] Paramita, T., & Riorini, S. V. (2023). Pengaruh Involement , customer participation , commitment terhadap loyalty yang dimediasi oleh customer. Bussman Journal: Indonesian Journal of Business and Management. https://doi.org/10.53363/buss.v3i2.171 [64] Parihar, P., Dawra, J. and Sahay, V. (2019). The role of customer engagement in the involvement loyalty link. Marketing Intelligence and Planning. Vol. 37 No. 1, pp. 66-79. World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2050 [65] Permadi, A., & Silalahi, S. (2021). The effect of customer experience and customer engagement through customer loyalty on sales revenue achievement at PT United Tractors. Emerging Markets, 9(1), 1–17. https://doi.org/10.33555/embm.v9i1.194 [66] Queirós, A., Faria, D., & Almeida, F. (2017). Strengths and limitations of qualitative and quantitative research methods. European Journal of Education Studies. https://doi.org/10.46827/ejes.v0i0.1017 [67] Rasoolimanesh, S. M., Md Noor, S., Schuberth, F., & Jaafar, M. (2019). Investigating the effects of tourist engagement on satisfaction and loyalty. The Service Industries Journal, 39(7–8), 559–574. https://doi.org/10.1080/02642069.2019.1570152 [68] Rasoolimanesh, S.M., Khoo-Lattimore, C., Md Noor, S., Jaafar, M. and Konar, R. (2021). Tourist engagement and loyalty: gender matters? Curr. Iss in Tour. doi: 10.1080/13683500.2020.1765321 [69] Rather, R. A. (2019). Consequences of consumer engagement in service marketing: an empirical exploration. J. Glob. Mark. 32, 116–135. doi: 10.1080/08911762. 2018.1454995 [70] Rather, R. A. (2020). Customer experience and engagement in tourism destinations: the experiential marketing perspective. J. Travel and Tourism Marketing. doi: 10.1080/10548408.2019.1686101 [71] Rodrigues, C.; Brandão, A. (2021). Measuring the effects of retail brand experiences and brand love on word of mouth: A cross-country study of IKEA brand. Int. Rev. Retail Distrib. Consum. Res. [72] Rothbard, N. P. (2001). Enriching or depleting? the dynamics of engagement in work and family roles. Administrative Science Quarterly, 46(4), 655–684. https://doi.org/10.2307/3094827 [73] Sarkar, A., Sarkar, J. G., & Bhatt, G. (2019). Store love in single brand retailing: The roles of relevant moderators. Marketing Intelligence and Planning. http://dx.doi.org/10.1108/MIP-052018-0148 [74] Sashi, C. M., Brynildsen, G., & Bilgihan, A. (2019). Social media, customer engagement and advocacy. Int. J. Contemporary Hospitality Management. doi: 10.1108/ijchm-02-2018-0108 [75] Sathish, A. S., & Venkatesakumar, R. (2011). Coffee Experience and Drivers of Satisfaction, Loyalty in a Coffee outlet-With special reference to café coffee day. J. Cont. Management Research. [76] Schaufeli, W. B., Salanova, M., González-Romá, V., & Bakker, A. B. (2002). The Measurement of Engagement and Burnout: A Two Sample Confirmatory Factor Analytic Approach. Journal of Happiness Studies. https://doi.org/10.1023/a:1015630930326 [77] Sharma, H., & Srivastav, P. (2023). Purchase Preference of Generation Z: A comparison with Gen Y and Gen X. International Journal for Multidisciplinary Research. doi: 10.36948/ijfmr.2023.v05i04.5767 [78] Sharma, N. (2024, February 8). Why is Customer Engagement Important and What Are the Benefits? Website retrieved from https://vwo.com/customer-engagement/why-is-customer-engagement-important/ [79] Siedlecki, S. L. (2020). Understanding Descriptive Research Designs and Methods. [80] Simanjuntak, M., Nur, H., Sartono, B., & Sabri, M. (2020). A general structural equation model of the emotions and repurchase intention in modern retail. Management Science Letters. [81] So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. J. Travel Research. doi: 10.1177/0047287514541008 [82] So, K.K.F., King, C. and Sparks, B. (2014). Customer engagement with tourism brands. Journal of Hospitality and Tourism Research, Vol. 38 No. 3, pp. 304-329, doi: 10.1177/1096348012451456. [83] Song, H., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. Int. J. Hosp. Manag. doi: 10.1016/j.ijhm.2018.12.011 [84] Thakur, R. (2016). Understanding customer engagement and loyalty: a case of mobile devices for shopping. Journal of Retailing and Consumer Services, Vol. 32, pp. 151-163. [85] Trivedi, J.; Sama, R. (2021). Determinants of consumer loyalty towards celebrity-owned restaurants: The mediating role of brand love. Journal of Consumer Behavior 20, 748–761. [86] Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. J. Serv. Res. [87] Verhoef, P., Reinartz, W., & Kra!t, M. (2010). Customer engagement as a new perspective in customer management. J. Serv. Research. World Journal of Advanced Research and Reviews, 2025, 26(02), 2031-2051 2051 [88] Verleye, K., Gemmel, P. and Rangarajan, D. (2014). Managing engagement behaviors in a network of customers and stakeholders: evidence from the nursing home sector. Journal of Service Research, Vol. 17 No. 1, pp. 68-84. [89] Vivek, S. D. (2009). A scale of consumer engagement. [90] Wibowo, F. S., Hurdawaty, R., & Sulistiyowaty, R. (2023). Studying the Consumption Behaviour of Generations Y and Z towards Ready-To-Drink Coffee. International Journal of Travel Hospitality and Events, 2(1), 285–300. https://doi.org/10.56743/ijothe.v2i1.220 [91] Winsight. (2020, March 13). Retrieved from https://www.cspdailynews.com/foodservice/whats-gen-z-sipping [92] Wirawan, A. A., Sjahruddin, H., & Razak, N. (2019). The effect of product quality and location on customer loyalty through customer satisfaction as an intervening variable in lamuna coffee in bone regency. Journal of Organization and Management, 1(8), 1–12. https://doi.org/10.31227/osf.io/p8e5z [93] Woodland, C. (2024, April 2). Your complete guide to customer loyalty management. Hitachi Solutions. Website retrieved from https://global.hitachi-solutions.com/blog/customer-loyalty-solutions/ [94] YiĞiT, S., & Perçin, N. Ş. (2021). How would you like your Turkish coffee? Tourist experiences of Turkish coffee houses in Istanbul. International Journal of Culture, Tourism and Hospitality Research. https://doi.org/10.1108/ijcthr-11-2020-0274 [95] Zarantonello, L. & Schmitt, B.H. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Journal of Brand Management. [96] Zeithaml, V., Berry, L. & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing. [97] Zeqiri, J., Ramadani, V., & Aloulou, W. J. (2023). The effect of perceived convenience and perceived value on intention to repurchase in online shopping: The mediating effect of e-WOM and trust. Economic ResearchEkonomska Istraživanja, 36(3), 2153721. [98] Zhang, H., & Xu, H. (2019). Impact of destination psychological ownership on residents’ “place citizenship behavior.” Journal of Destination Marketing & Management, 14, 100391. https://doi.org/10.1016/j.jdmm.2019.100391