The effects of customer citizenship behaviors on brand evangelism: A research for the coffee industry

In this study, it is assumed that the behavior of the customers in the coffee shops, which keep the coffee culture developed with the pleasure and desire of the customers within the scope of gastronomy and culinary arts, change according to the taste and service offered. For this reason, the aim of the study was determined as the research of the relationships between the dimensions of customer citizenship behaviors and brand evangelism of those who visit the stores of different coffee brands. In this context, the survey was prepared with scales whose reliability and validity were proven in previous studies. The data was collected from 663 participants who were instantly determined by convenience sampling technique among the customers who visited the coffee shops between 20 March and 20 April 2021 in the universe of customers of chain coffee brands in Ankara. Partial least squares path analysis method (PLS-SEM) was used to analyze the research model. According to the beta coefficients realized in the analyzes, it is seen that the dimensions of customer citizenship behaviors on the brand evangelism variable are ranked as helping, feedback, tolerating and recommending according to the effect size. According to the findings, the research hypotheses were supported. According to the results of the analyzes made with the data collected from the coffee industry, it is expected that the customers' establishing deep and meaningful relationships with certain coffee brands will affect the customer-brand relations. It is thought that it is important and open to development to investigate the research variables in terms of different predecessors and successors in different companies and conditions. This study, due to reasons such as research costs, time and difficulties in making; It was made under certain restrictions in terms of subject, method and application. It will be meaningful to interpret the results obtained by considering these constraints.