ISSN: 2222-6990
Open access
The increasing competition in the coffee shop industry necessitates effective strategies to enhance customer loyalty. This study examines the impact of digital marketing strategies, brand image, and service quality on customer loyalty in Zhengzhou, China, with a focus on the mediating role of customer engagement. A quantitative research approach was employed, and data were collected from 385 respondents through structured questionnaires. The findings reveal that digital marketing strategies, brand image, and service quality significantly influence customer engagement and customer loyalty. Moreover, customer engagement plays a mediating role, strengthening these relationships. The results highlight that coffee shop businesses leveraging digital platforms such as WeChat and TikTok, maintaining a strong and credible brand image, and ensuring high service quality can enhance customer engagement, leading to increased loyalty. The study contributes to the literature by validating the role of customer engagement in the service industry and provides managerial implications for coffee shop businesses seeking to enhance their competitive advantage. Future research should explore additional moderating variables and consider cross-cultural comparisons to extend these findings.
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