A study on brand loyalty of generation Z: The example of Gloria Jean's and Espressolab

Third generation coffee shops, which are a result of globalization and whose number increases day by day, go far beyond the socialization and working areas of individuals with the innovations they develop. The main purpose of the study is to measure the loyalty of Generation Z individuals who visit Gloria Jean's Coffees and Espressolab, which are brands that provide franchise services in our country and are rapidly rising in the sector, to these brands. 294 individuals born in 1995 and later who visited the coffee shops of both brands on the European Side of Istanbul constitute the sample of the study. In this study, the general screening model, one of the quantitative research approaches, was used. A survey consisting of two parts was used as the data collection tool of the study. The survey, which is a data collection tool, was delivered to the sample group both online and physically, and the data obtained was analyzed with the SPSS 26.0 program and the loyalty of Generation Z to the two brands in question was measured. In line with the data obtained, it has been determined that there is a significant relationship between the loyalty of Generation Z individuals to both brands and the service quality provided by these brands. It is also seen that service quality affects the frequency of individuals visiting the store and making recommendations and suggestions. In this context, high service quality indicates that individuals increase the frequency of visiting that coffee shop and want to make suggestions and recommendations about that brand to their surroundings. Increasing the frequency of visits and recommendations for a brand are indicators of loyalty to that brand. Although it is thought that it is much more difficult for businesses to form a sense of loyalty, considering the characteristics of Generation Z individuals who constitute the sample of the study, the results indicate the contrary.