Research On Brand Loyalty Of Luckin Coffee Among College Students

In recent years,coffee market has been rapidly developed due to the quickly rise of Chinese young consumers and increasing amount of coffee drinkers,therefore more and more people are attracted and involved in the coffee industry.With the quantity of coffee brands’ growth,which makes consumers dazed,coffee beverage companies have deeply realized that maintaining good relationship with consumers is the key to gain profits when facing increasingly fierce market competition,and the brand loyalty of consumers has been a crucial factor affecting the survival and development of enterprises.Luckin Coffee,which was found in 2017 and had itself successfully went public in 2019,has become the leading brand of domestic coffee brands.But the prosperity didn’t last long.In 2020,the financial scandal of Luckin Coffee was exposed,causing its stock price to plummet by 80% and finally delisted from the US stock market.However,Luckin coffee runs a normal operation in the domestic market without being affected by the stock market turmoil since Luckin has targeted college students as one of its main consumers and directly open stores in colleges to strengthen its competitiveness.Since a considerable proportion of consumers in the coffee market belong to the young group,and young college students are most likely to accept trendy things and have a certain level of consumption.Under this premise,it is quite valuable to research the marketing situation and brand loyalty status of Luckin Coffee among college students.For Luckin Coffee,the top priority for future development is to improve consumer satisfaction and brand loyalty.This paper uses the relevant theories of brand loyalty and combines the actual situation of Luckin Coffee to investigate and analyze the brand loyalty of Luckin Coffee among college students through literature research,interviews,questionnaires and statistical analysis,and the paper is explored from the dimensions of Luckin Coffee’s customer purchase experience,service,information and brand awareness.The research scale draws on the achievements of domestic and foreign scholars,and is adjusted according to the actual situation of the Luckin Coffee brand.384 questionnaires were distributed through the Internet,of which 339 were valid,and 45 were invalid because they had not bought Luckin coffee.By integrating the collected questionnaire information and conducting reliability and validity analysis,it is verified that customer purchasing experience,service,information and brand awareness are positively related to customer satisfaction and customer brand loyalty;customer satisfaction has a positive correlation with brand loyalty in various dimensions.As a mediating variable,it has a related impact on brand loyalty;brand trust plays a moderating role between customer satisfaction and brand loyalty.Finally,this paper proposes improvement strategies in improving the brand loyalty of Luckin Coffee,in order to help Luckin Coffee improve the brand loyalty of college students.