The Brand Experience Influencing Brand Loyalty Through Consumer Satisfaction Among Generation Z in the Premium Bubble Tea Business: A Case Study of BEARHOUSE

Abstract

This research aimed to study: 1) the influence of brand experience on consumer satisfaction, 2) the effect of consumer satisfaction on brand loyalty, and 3) the influence of brand experience on consumer brand loyalty through brand satisfaction acting as a mediating variable.                                                                                                                                   The study focused on the premium bubble tea business: a case study of BEARHOSE. Data were collected through questionnaires collected from a sample group of 400 Generation Z consumers (aged between 18–26 years). The sampling method used was non-probability sampling, specifically convenience sampling and purposive sampling, through an online questionnaire distributed via Google Form. Additionally, multiple linear regression analysis and descriptive statistics were employed to analyze the results of the questionnaire. It was found that a majority of the respondents were females, held a bachelor’s degree, and had an average monthly income of 20,001–30,000 Baht. The results of the hypothesis testing revealed that: 1) brand experience had an influence on consumer satisfaction, 2) consumer satisfaction had an influence on brand loyalty, and 3) brand experience in the premium beverage sector had an influence consumer brand loyalty, with satisfaction acting as a mediating variable affecting brand loyalty. All three hypotheses were recognized at the statistical significance level of .05.