Sustainable Brand Development Through The CBBE Model , A Path Way Of Customer Loyalty in Riydh Cafes Sector.

Abstract

Coffee shops and cafes are important to Saudi Arabia, which has seen significant social and economic change with the introduction of Vision 2030. With a population of 36 million, Saudi Arabia currently boasts over 3,500 coffee shops or 40% of the entire Middle East region. To compete and gain market share, coffee shops and cafes, like other businesses, have turned to branding as their primary marketing strategy. This study critically investigates the effect of Customer-Based Brand Equity (CBBE) on customer loyalty for a homogenous product. Through the use of a comprehensive survey instrument, this study indicates that Saudi customers positively value the food and drink quality and the courteous, helpful, and knowledgeable staff that can deal with complaints. One of the most surprising findings of the study is that brands that consumers love have a concentric effect on them; that is, the brand makes them feel loved, and their purchases reinforce that feeling. Even in the face of this validation of love, the study finds little evidence that brand love leads to long-term devotion. Love and desire endure until they give way to something better or entirely different. This suggests that, from a commercial standpoint, operators of coffee shops and cafés must constantly be relevant to their customers and be ahead of any potential competitor that can drive away loyalty.