Customer engagement and customer loyalty: Evidence from selected HEI's students customers of iced coffee shops in Valencia City

This study explored the relationship between customer engagement and customer loyalty among college students who consume iced coffee shops in Valencia City, Bukidnon. It examined three dimensions of engagement—cognitive, emotional, and behavioral—and their impact on loyalty, focusing on factors such as customer demographics, purchase behaviors, and interaction patterns. Using quantitative, descriptive, and correlational research methods, this study analyzed data from 370 respondents representing students from three local higher education institutions (HEIs). Guided by the Stimulus-Organism-Response (SOR) Theory, alongside the Affective-Behavioral-Cognitive (ABC) Model and Self-Determination Theory (SDT), the research framework linked cognitive evaluations, emotional connections, and behavioral patterns to sustained customer loyalty. The study employed validated survey instruments and statistical tools to ensure reliability and precision. Key findings revealed that customer loyalty—characterized by repeat purchases—was significantly influenced by customer engagement levels. Emotional engagement stood out as a critical driver, highlighting the role of positive interactions and mood in fostering brand attachment. The study aimed to help coffee shop owners design engagement strategies to enhance loyalty, improve customer retention, and differentiate their offerings in a competitive market. It also contributed valuable insights into customer behavior in the coffee industry, laying the groundwork for future research on consumer dynamics.