Research on brand loyalty of Costa coffee in Chinese marke

The purpose of this research is to explore how improve Costa brand loyalty in Chinese market. According the existing theories, it explained that a sustainable competiveness for acquired profits. And also pointed advantages loyalty, such as: reduce marketing costs, trade leverage, attract new consumers and respond competitive threats. It out consumers’ satisfaction, trust, perceive value, repeat purchase behavior, commitment involvement all influence loyalty. In order investigate which part more important improving global coffee retail market find way help success. This paper adopts secondary collect data use Starbucks as case analyze. highly successful experience China, expressed understanding local culture integrating into their products services are essential satisfy consumer’ need. At end research, found closely related ‘satisfaction. need provide choice consumer integrate flavor will get then consumers.