Purpose

The purpose of this study is to analyze the influence of coffee quality on brand preference and loyalty using Starbucks as a study subject. The determinants of coffee food healthiness are also investigated.

Design/methodology/approach

Food quality measures are composed of healthiness, taste, customization, price fairness and convenience. Hygiene and nutrition disclosure were examined as determinants of food healthiness. The highlighted food quality attributes were brand love and brand loyalty. Data were collected using Amazon Mechanical Turk. A total of 431 observations were used for data analysis. A structural equation model was conducted for hypotheses testing.

Findings

The results revealed that healthiness is positively associated with hygiene and nutrition disclosure. Brand love is also significantly influenced by healthiness, taste, customization and price fairness. Moreover, taste and price fairness appeared to be essential determinants of Starbucks brand loyalty.

Originality/value

This study scrutinized food quality in the domain of coffee business, and presented implications for the business. Data collected in this study contributed to the literature by revealing quality attributes of coffee and its determinants and also showing the significant relationship between coffee food quality, brand love and brand loyalty.

中文翻译：

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探索星巴克咖啡品质的前因后果：案例研究

目的

本研究的目的是以星巴克为研究对象，分析咖啡质量对品牌偏好和忠诚度的影响。还研究了咖啡食品健康的决定因素。

设计/方法/方法

食品质量衡量标准包括健康、口味、定制、价格公平和便利。卫生和营养披露被视为食品健康的决定因素。突出的食品质量属性是品牌热爱和品牌忠诚度。数据是使用 Amazon Mechanical Turk 收集的。共有 431 个观察结果用于数据分析。进行了结构方程模型以进行假设检验。

发现

结果表明，健康与卫生和营养披露呈正相关。品牌喜爱度还受到健康、品味、定制和价格公平性的显着影响。此外，口味和价格公平似乎是星巴克品牌忠诚度的重要决定因素。

原创性/价值

这项研究仔细审查了咖啡业务领域的食品质量，并提出了对该业务的影响。本研究收集的数据通过揭示咖啡的质量属性及其决定因素，以及咖啡食品质量、品牌喜爱和品牌忠诚度之间的显着关系，为文献做出了贡献。