Paper Title :An Analysis of the Relationships Between Customer Participation, Psychological Ownership, and Loyalty in Starbucks as a Third Place

Author :Jaehun Joo, Byungyoung Kang, Sung Jae Chang

Article Citation :Jaehun Joo ,Byungyoung Kang ,Sung Jae Chang , (2018 ) " An Analysis of the Relationships Between Customer Participation, Psychological Ownership, and Loyalty in Starbucks as a Third Place " , International Journal of Management and Applied Science (IJMAS) , pp. 29-33, Volume-4,Issue-2

Abstract : The third place plays an important role in complex society. It is necessary to identify the mediator between customer participation and loyalty. Thus, the purpose of the study is to analyze the relationship between customer participation and loyalty and a mediating role of psychological ownership. A structural equation model representing the relationships between customer participation, psychological ownership, and customer loyalty was proposed and four hypotheses were tested using data collected from visitors of Starbucks as the third place. Customer participation positively affects psychological ownership and customer loyalty. Psychological ownership positively affects customer loyalty. Psychological ownership plays a mediating role in the relationship between customer ownership and loyalty. Some implications were suggested. Index Terms- Customer participation, psychological ownership, customer loyalty, third place, Starbucks.

Type : Research paper

Published : Volume-4,Issue-2

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