Brand trust, customer delight, and price fairness as predictors of customer loyalty among coffee shops in Minglanilla, Cebu

Abstract

This quantitative study investigates brand trust, customer delight, and price fairness as predictors of customer loyalty among coffee shops in Minglanilla, Cebu. Using a descriptive-correlational and predictive approach involving 120 respondents selected in a convenient manner, a structured patron in a convenience sampling manner. A structured self-administered questionnaire was used to collect the data. The developed instrument was reported to have high internal consistency, as measured by Cronbach’s alpha which turned out to be equal to 0.978. The study employed descriptive statistics, Pearson’s product-moment correlation coefficient and multiple linear regression analysis to analyze both bivariate relationships and multivariable predictive power. Bivariate analysis revealed exceptionally strong, statistically significant positive correlations between customer loyalty and brand trust (r=0.880,p<0.001), customer delight (r=0.890,p<0.001), and perceived price fairness (r=0.882,p<0.001). However, when examining these constructs simultaneously within a multiple linear regression model, the explanatory dynamics shifted. Perceived price fairness (β=0.417,p<0.001) and customer delight (β=0.404,p<0.001) emerged as the primary, statistically significant direct predictors of customer loyalty. Conversely, brand trust (β=0.157,p=0.064) failed to demonstrate a direct, statistically significant predictive effect on loyalty when controlled for the other two factors. The findings of this study suggest that while brand trust remains a vital baseline component of consumer relationships, it is insufficient on its own to drive actionable repeat patronage in competitive local markets. Instead, driving customer loyalty relies primarily on direct, high-value experiential touchpoints, specifically memorable service experiences that exceed expectations and transparent, competitive pricing strategies. Consequently, coffee shop managers and entrepreneurs in Minglanilla should prioritize experiential service design and equitable pricing frameworks over traditional brand-building initiatives to maximize customer retention and competitive advantage.