In the present competition scenario, a large number of brands which are available in the market place. The purpose of this study is to investigate the effects of factors on consumer loyalty in service setting. The study empirically tests a model which proposed that brand trust and consumer’ brand affect have influence on consumer brand loyalty. The data was collected from 133 respondents using one sample t-test and SPSS 19 versions was used to analyse the data. The results revealed that these factors have an effect on consumers brand loyalty. In addition, brand loyalty also contributes possible effects on doing business, thus improving brand as well as company's profitability, it investigates how brand loyalty is built by using different strategies. The implications of the study were discussed and future research improvement were suggested.
Brand loyalty, Brand trust, Brand affect, Coffee store
