Co esponding au ho : Hanah Pa icio Espi al
Copy igh © 2025Au ho (s) e ain he copy igh o his a icle. This a icle is published unde he e ms o he C ea i e Commons A ibu ion License 4.0.
Cus ome engagemen and cus ome loyal y: E idence om selec ed HEI’s s uden s
cus ome s o iced co ee shops in Valencia Ci y
Hanah Pa icio Espi al 1, *, Millisa Sa amosing Equi 1 and Maye h Nue o Mon ajes 2
1 College o Business Adminis a ion, ACLC College o Bukidnon, Inc., Valencia Ci y, Bukidnon, Philippines.
2 Science, Technology, Enginee ing, Depa men o Ma hema ics STEM, His G ea ness Ch is ian Academy, Valencia Ci y,
Bukidnon, Philippines.
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 2031-2051
Publica ion his o y: Recei ed on 03 Ap il 2025; e ised on 11 May 2025; accep ed on 13 May 2025
A icle DOI: h ps://doi.o g/10.30574/wja .2025.26.2.0707
Abs ac
This s udy explo ed he ela ionship be ween cus ome engagemen and cus ome loyal y among college s uden s who
consume iced co ee shops in Valencia Ci y, Bukidnon. I examined h ee dimensions o engagemen —cogni i e,
emo ional, and beha io al—and hei impac on loyal y, ocusing on ac o s such as cus ome demog aphics, pu chase
beha io s, and in e ac ion pa e ns. Using quan i a i e, desc ip i e, and co ela ional esea ch me hods, his s udy
analyzed da a om 370 esponden s ep esen ing s uden s om h ee local highe educa ion ins i u ions (HEIs).
Guided by he S imulus-O ganism-Response (SOR) Theo y, alongside he A ec i e-Beha io al-Cogni i e (ABC) Model
and Sel -De e mina ion Theo y (SDT), he esea ch amewo k linked cogni i e e alua ions, emo ional connec ions, and
beha io al pa e ns o sus ained cus ome loyal y. The s udy employed alida ed su ey ins umen s and s a is ical
ools o ensu e eliabili y and p ecision. Key indings e ealed ha cus ome loyal y—cha ac e ized by epea
pu chases—was signi ican ly in luenced by cus ome engagemen le els. Emo ional engagemen s ood ou as a c i ical
d i e , highligh ing he ole o posi i e in e ac ions and mood in os e ing b and a achmen . The s udy aimed o help
co ee shop owne s design engagemen s a egies o enhance loyal y, imp o e cus ome e en ion, and di e en ia e
hei o e ings in a compe i i e ma ke . I also con ibu ed aluable insigh s in o cus ome beha io in he co ee
indus y, laying he g oundwo k o u u e esea ch on consume dynamics.
Keywo ds: Cus ome engagemen ; Cus ome loyal y; Cus ome engagemen cogni i e; Cus ome engagemen
emo ional/a ec i e; Cus ome engagemen beha io al; College s uden s; Iced co ee shops
1. In oduc ion
Cul i a ing cus ome loyal y p esen s signi ican challenges o businesses, pa icula ly hose in he co ee shop sec o ,
as he p ocess is dynamic. Consume s assess some ac o s be o e pledging hei loyal y o a co ee shop. Main aining
loyal cus ome s in e e y co ee shop o a ious posi i e ou comes is c ucial (YiĞiT and Pe çin, 2021; Sa hish and
Venka esakuma , 2011). Cus ome loyal y is a c i ical asse o he business (Godo ykh and Tasci, 2021; Han e al.,
2018).
Acco ding o Hu e al. (2020), cus ome loyal y is no jus abou he p ice o he a ailabili y i is also abou he emo ional
connec ion. Mode n cus ome s wan o eel seen, hea d, and alued– hey wan o a oid mee ing hei needs (Woodland,
2024). This equi es owne s o p io i ize emo ional ela ionships o e ansac ional in e ac ions. Es ablishing
emo ional connec ions secu es cus ome loyal y. Loyal cus ome s a e aluable asse s o any b and as hey a e likelie
o choose he b and o e he compe i ion, spend mo e, and gene a e mo e signi ican ansac ions. Engaged cus ome s
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 2031-2051
2032
a e loyal cus ome s (Woodland, 2024) he mo e he cus ome s a e engaged wi h he b and, he mo e loyal hey a e o
epea hei p oduc pu chase.
Cus ome engagemen is essen ial o he co ee shop as i p omo es cus ome loyal y, inc eases sales, and imp o es he
o e all cus ome expe ience. Engaged cus ome s end o e u n, spend mo e, and con ibu e o con inued business
g ow h. Co ee shop owne s can es ablish las ing ela ionships and se hemsel es apa in a highly compe i i e ma ke
(Sha ma, 2024). Addi ionally, Sha ma (2024) s a ed ha e ec i e cus ome engagemen in co ee shops will
signi ican ly inc ease cus ome loyal y. In con as , a co ee shop wi h e ec i e cus ome engagemen may need help in
unde s anding i s cus ome s' p e e ences, leading o poo cus ome expe ience and disconnec ion, causing hem o u n
o compe i o s who make hem eel mo e alued.
Se e al pas s udies ha e obse ed a di ec e ec o cus ome engagemen on cus ome expe ience and loyal y (A a ,
2020; Sa i i e al., 2020). Resea che s ha e sugges ed ha cus ome engagemen comp ises cogni i e, emo ional, and
beha io al componen s (Islam e al., 2019; Kuma e al., 2019). Main aining s ong cus ome ela ionships and ensu ing
business longe i y can be accomplished h ough he cul i a ion o cus ome loyal y, a i al business asse (Song, Wang,
and Han, 2019). The po en ial con ibu ion o cus ome engagemen o cus ome loyal y is becoming known in he
li e a u e (Bowden, 2009). Howe e , he speci ic dynamics and mechanisms unde lying his ela ionship in he co ee
shop sec o wa an u he explo a ion. Gi en he indus y's highly compe i i e na u e, i is c ucial o unde s and how
co ee shop owne s can p io i ize emo ional ela ionships o e ansac ional in e ac ions o es ablish a las ing cus ome
base (Woodland, 2024).
This s udy aims o de e mine he ela ionship and in luence be ween cus ome engagemen and cus ome loyal y
among selec ed HEI s uden s who a e cus ome s o iced co ee shops in Valencia Ci y. Speci ically, i seeks o answe
se e al sub-p oblems.
Fi s , he s udy examines he equency o he demog aphic p o iles o selec ed HEI s uden s, conside ing ac o s such
as age, sex, school a ended, yea le el, and he las iced co ee shop hey isi ed. Second, i e alua es he le el o
ag eemen o hese s uden s ega ding cus ome loyal y (CL) and di e en aspec s o cus ome engagemen , including
cogni i e (CEC), emo ional/a ec i e (CEE), and beha io al (CEB) engagemen .
Addi ionally, he s udy in es iga es whe he he e is a signi ican di e ence be ween he demog aphic p o ile o
selec ed HEI s uden s and cus ome loyal y. I also explo es whe he signi ican di e ences exis be ween he
demog aphic p o ile and cus ome engagemen in e ms o cogni i e, emo ional/a ec i e, and beha io al engagemen .
Fu he mo e, he esea ch seeks o de e mine whe he he e is a signi ican ela ionship be ween cus ome loyal y and
cus ome engagemen , conside ing cogni i e, emo ional/a ec i e, and beha io al aspec s. Las ly, i aims o iden i y
whe he cus ome loyal y signi ican ly in luences cus ome engagemen in hese h ee dimensions.
Based on he s a emen o he p oblem, his s udy p oposes he ollowing hypo heses:
• H01: The e is no signi ican di e ence be ween he demog aphic p o ile o selec ed HEI s uden s who a e
cus ome s o iced co ee shops in Valencia Ci y and cus ome loyal y.
• H02: The e is no signi ican di e ence be ween he demog aphic p o ile o selec ed HEI s uden s who a e
cus ome s o iced co ee shops in Valencia Ci y and cus ome engagemen .
• H03: The e is no signi ican ela ionship be ween cus ome loyal y and cus ome engagemen in e ms o
cogni i e engagemen (CEC), emo ional/a ec i e engagemen (CEE), and beha io al engagemen (CEB).
• H04: The e is no signi ican in luence be ween cus ome loyal y and cus ome engagemen in e ms o cogni i e
engagemen (CEC), emo ional/a ec i e engagemen (CEE), and beha io al engagemen (CEB).
2. Ma e ial and me hods
2.1. Resea ch Design
Quan i a i e Resea ch conno es he ela ionship be ween he independen and dependen a iables (Meh ad and
Tah i i, 2019). To assess hese a iables accu a ely, a desc ip i e s udy equi es hund eds o housands o esponden s.
Desc ip i e Resea ch in ol es desc ibing and obse ing he phenomenon wi hou in luencing he a iables and is used
o ga he ing nume ical da a (Siedlecki, 2020). Acco ding o I ani a d and Roudsa i (2022), Compa a i e Resea ch is
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 2031-2051
2033
he s udy o di e ences and simila i ies be ween wo cases; he esea che hen compa es he pa icula issue wi h
di e en con ex s, ei he quan i a i e o quali a i e app oaches.
Co ela ional Resea ch Design examines he di e ences o wo o mo e a iables, and a iables a e no manipula ed
(Quei ós e al., 2017). Co ela ional Resea ch Design in ol es wo o mo e quan i a i e a iables subjec ed o he
compu a ion o a iables o see i he e is a ela ionship be ween a iables (Mohajan, 2020).
2.2. Resea ch Ins umen
The esea che conduc ed a pilo es by ga he ing hi y esponden s who a e college s uden s om selec ed HEIs who
a e engaging in buying iced co ee om iced co ee shops a ound Valencia Ci y, Bukidnon.
The esea che used C onbach's Alpha es sco e o assess he eliabili y and alidi y o he cons uc and he a e age
i em alues o each cons uc o de e mine he le el o ag eemen . This s udy used s a i ied andom sampling. S a i ied
andom sampling di ides he popula ion in o se e al laye s and hen andomly samples om he pa en popula ion.
This na ows he di e ence be ween di e en ypes o indi iduals h ough classi ica ion. The comple e pilo es ing
su ey is shown in Table 1.
Table 1 Cons uc Desc ip ion, Sou ce, and C onbach’s Alpha Reliabili y Sco e Resul om a Pilo Tes o Thi y (30)
Samples
Cons uc
Desc ip ion
Sou ce
C onbach’s
Alpha
(Reliabili y
Sco e om
Pilo Tes )
Rema ks
Cus ome
Loyal y (CL)
The cus ome ’s long- e m
de o ion o he p oduc can
be bo h beha io al and
a i udinal commi men o
he p oduc .
Whence cus ome loyal y? (Oli e ,
1999).
0.942
All eigh i em
ques ions a e
highe han he
0.70 eliabili y
sco e.
Cus ome
Engagemen
Cogni i e
(CEC)
The le el o cus ome s’
p ocessing o b and- ela ed
hough s in b and in e ac ion.
Consume b and engagemen in
social media: concep ualiza ion,
scale de elopmen and alida ion
Hollebeek, L.D., Glynn, M.S. and
B odie, R.J. (2014).
0.889
All eigh i em
ques ions a e
highe han he
0.70 eliabili y
sco e.
Cus ome
Engagemen
Emo ional
(CEE)
The deg ee o cus ome s’
posi i e in e ac ion wi h
b and- ela ed a ec
Consume b and engagemen in
social media: concep ualiza ion,
scale de elopmen and alida ion
Hollebeek, L.D., Glynn, M.S. and
B odie, R.J. (2014).
0.930
All eigh i em
ques ions a e
highe han he
0.70 eliabili y
sco e.
Cus ome
Engagemen
Beha io al
(CEB)
The le el o ene gy cus ome s
exe and exp ess owa ds he
b and.
Consume b and engagemen in
social media: concep ualiza ion,
scale de elopmen and alida ion
Hollebeek, L.D., Glynn, M.S. and
B odie, R.J. (2014).
0.945
All eigh i em
ques ions a e
highe han he
0.70 eliabili y
sco e.
O e all
C onbach’s
Alpha
0.981
All 32-i em
ques ions a e
highe han he
0.70 eliabili y
sco e.
Table 1 shows C onbach’s Alpha Resul s o Pilo Tes ing; he eigh cus ome loyal y ques ion i ems ha e a eliabili y
analysis o 0.942. Cus ome engagemen cogni i e has a eliabili y analysis o 0.889. Cus ome engagemen
emo ional/a ec i e has a eliabili y analysis o 0.930. Cus ome engagemen beha io al has a eliabili y analysis o
0.945. The o e all C onbach's Alpha sco e o he pilo s udy is 0.981.
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 2031-2051
2034
Table 2 Cons uc I em Ques ions o be Used in Ac ual Da a Ga he ing
Cons uc
I em Ques ions
Adap ed F om
To al No. o
I em
Ques ions
To al No. o I em
Ques ions
Dele ed A e
Pilo Tes
Cus ome
Loyal y (CL)
CL1. I y o isi my usual iced co ee
shop e e y ime I need o eshen up.
Mon e e , D., Tena M. A. M., &
Es ada, M. (2019).
8
0
CL2. I will y o con inue wi h my
usual iced co ee shop in he coming
yea s.
Mon e e , D., Tena M. A. M., &
Es ada, M. (2019).
CL3. I will encou age my ela i es
and iends o become cus ome s o
his iced co ee shop.
Mon e e , D., Tena M. A. M., &
Es ada, M. (2019).
CL4. I conside mysel a loyal
cus ome a my usual iced co ee
shop.
Mon e e , D., Tena M. A. M., &
Es ada, M. (2019).
CL5. I will gi e posi i e
ecommenda ions o o he s abou my
usual iced co ee shop.
Zei haml, V., Be y, L. &
Pa asu aman, A. (1996);
Bloeme , J., Odeke ken-
Sch ӧde , G. & Kes ens, L.
(2003).
CL6. I will no buy ano he iced co ee
d ink o he han a my usual iced
co ee shop.
Mon e e , D., Tena M. A. M., &
Es ada, M. (2019).
CL7. I will con inue o enjoy d inks a
my usual iced co ee shop.
Mon e e , D., Tena M. A. M., &
Es ada, M. (2019).
CL8. I will buy in iced co ee shop
mos o en.
Chaudhu i and Holb ook
(2001).
Cus ome
Engagemen
Cogni i e
(CEC)
CEC1. I asked mysel ques ions o
check i I liked he iced co ee a his
iced co ee shop.
de V eede, T., e al., (2019).
8
0
CEC2. I spend much ime hinking
abou he iced co ee a his iced
co ee shop.
Ro hba d, (2001).
CEC3. I make ime o hink abou he
iced co ee a his iced co ee shop.
de V eede, T., e al., (2019).
CEC4. Time lies when I am d inking
his iced co ee.
Ro hba d, (2001).
CEC5. When d inking iced co ee a
his iced co ee shop, I o go
e e y hing else a ound me.
Schau eli e al., (2002).
CEC6. When I am d inking his iced
co ee, I ge ca ied away.
Schau eli e al., (2002).
CEC7. Conside his iced co ee shop
as you i s choice o buy iced co ee.
Zei haml, V., Be y, L. &
Pa asu aman, A. (1996);
Bloeme , J., Odeke ken-
Sch ӧde , G. & Kes ens, L.
(2003).
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 2031-2051
2035
CEC8. I seek ideas o in o ma ion
abou he iced co ee o his iced
co ee shop.
Vi ek, (2009).
Cons uc
I em Ques ions
Adap ed F om
To al No. o
I em
Ques ions
To al No. o I em
Ques ions Dele ed
A e Pilo Tes
Cus ome
Engagemen
Emo ional
(CEE)
CEE1. I made me happy o d ink iced
co ee a his iced co ee shop.
de V eede, T., e al., (2019).
8
0
CEE2. The iced co ee a he iced
co ee shop had a posi i e impac on
my mood.
de V eede, T., e al., (2019).
CEE3. I ca e abou his iced co ee
shop.
de V eede, T., e al., (2019).
CEE4. I eel en husias ic abou his
iced co ee om his iced co ee shop.
Schau eli e al., (2002).
CEE5. I am in e es ed in any hing
abou his iced co ee o his iced
co ee shop.
Schau eli e al., (2002).
CEE6. I ind his iced co ee o his
iced co ee shop in e es ing.
Schau eli e al., (2002).
CEE7. When d inking his iced co ee
o his iced co ee shop, I eel happy.
Schau eli e al., (2002).
CEE8. I ge pleasu e om d inking
his iced co ee o his iced co ee
shop.
Schau eli e al., (2002).
Cus ome
Engagemen
Beha io al
(CEB)
CEB1. I sha e my ideas abou he iced
co ee o his iced co ee shop.
de V eede, T., e al., (2019).
8
0
CEB2. I sha e in e es ing con en
abou he iced co ee o his iced
co ee.
de V eede, T., e al., (2019).
CEB3. I ask ques ions abou he iced
co ee o his iced co ee shop.
de V eede, T., e al., (2019).
CEB4. Encou age iends and
ela i es o buy iced co ee a his iced
co ee shop.
Zei haml, V., Be y, L. &
Pa asu aman, A. (1996);
Bloeme , J., Odeke ken-
Sch ӧde , G. & Kes ens, L.
(2003).
CEB5. I p omo e he iced co ee o his
iced co ee shop.
Zei haml, V., Be y, L. &
Pa asu aman, A. (1996);
Bloeme , J., Odeke ken-
Sch ӧde , G. & Kes ens, L.
(2003).
CEB6. I y o ge o he s in e es ed in
he iced co ee o his iced co ee
shop.
Zei haml, V., Be y, L. &
Pa asu aman, A. (1996);
Bloeme , J., Odeke ken-
Sch ӧde , G. & Kes ens, L.
(2003).
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 2031-2051
2036
CEB7. I ac i ely de end he iced co ee
o his iced co ee shop om i s
c i ics.
Zei haml, V., Be y, L. &
Pa asu aman, A. (1996);
Bloeme , J., Odeke ken-
Sch ӧde , G. & Kes ens, L.
(2003).
Cons uc
I em Ques ions
Adap ed F om
To al No. o
I em
Ques ions
To al No. o I em
Ques ions Dele ed
A e Pilo Tes
CEB8. Recommend his iced co ee
shop o someone who seeks you
ad ice in buying iced co ee.
Zei haml, V., Be y, L. &
Pa asu aman, A. (1996);
Bloeme , J., Odeke ken-
Sch ӧde , G. & Kes ens, L.
(2003).
Table 2 shows he cons uc i em ques ions used in ac ual da a ga he ing. Eigh -i em ques ions we e used o cus ome
loyal y, eigh -i em ques ions we e used o cus ome engagemen cogni i ely, eigh -i em ques ions we e used o
cus ome engagemen emo ional/a ec i e, and eigh -i em ques ions we e used o cus ome engagemen beha io ally.
A o al o 32-i em ques ions we e used in his s udy.
3. Resul s and discussion
3.1. Cons uc Reliabili y and Validi y
Cons uc eliabili y is in ol ed wi h consis ency, esponden s' pe o mance on he su ey, and ep oducibili y. I is he
o al consis ency o a ce ain measu e; a measu e is conside ed highly eliable when i esul s he same unde consis en
condi ions. Cons uc Validi y is when p ac ical es s de i ed om a heo y a e used o measu e some cons uc de ined
by he heo y; i is used when you a e measu ing some hing ha canno be di ec ly obse ed. The impo ance o bo h
Cons uc Reliabili y and Cons uc Validi y makes a s onge assessmen o he Tes o ool and conduc ing i in
di e en ways makes o a s onge e alua ion (Eme son, 2024).
Table 3 Reliabili y and Validi y Tes o he Resea ch Ins umen
S anda d Value
>0.5
>0.6
>0.5
> o = o 0.7
Cons uc
I em
FL
CR
AVE
C onbach's Alpha
Cus ome Engagemen Cogni i e (CEC)
Cus ome _Engagemen _Cogni i e1
0.60
9
0.86
9
0.456
0.922
Cus ome _Engagemen _Cogni i e2
0.73
4
Cus ome _Engagemen _Cogni i e3
0.71
5
Cus ome _Engagemen _Cogni i e4
0.69
0
Cus ome _Engagemen _Cogni i e5
0.70
9
Cus ome _Engagemen _Cogni i e6
0.58
0
Cus ome _Engagemen _Cogni i e7
0.74
9
Cus ome _Engagemen _Cogni i e8
0.59
3
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 2031-2051
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Cus ome Engagemen Emo ional (CEE)
Cus ome _Engagemen _Emo ional1
0.75
6
0.89
1
0.50
5
0.927
Cus ome _Engagemen _Emo ional2
0.69
1
Cus ome _Engagemen _Emo ional3
0.74
1
Cus ome _Engagemen _Emo ional4
0.61
8
S anda d Value
>0.5
>0.6
>0.5
> o = o 0.7
Cons uc
I em
FL
CR
AVE
C onbach's Alpha
Cus ome _Engagemen _Emo ional5
0.68
0
Cus ome _Engagemen _Emo ional6
0.69
6
Cus ome _Engagemen _Emo ional7
0.76
7
Cus ome _Engagemen _Emo ional8
0.72
5
Cus ome Engagemen Beha io al (CEB)
Cus ome _Engagemen _Beha io al
1
0.52
5
0.85
8
0.434
0.920
Cus ome _Engagemen _Beha io al
2
0.67
8
Cus ome _Engagemen _Beha io al
3
0.83
2
Cus ome _Engagemen _Beha io al
4
0.60
3
Cus ome _Engagemen _Beha io al
5
0.62
1
Cus ome _Engagemen _Beha io al
6
0.68
7
Cus ome _Engagemen _Beha io al
7
0.57
4
Cus ome _Engagemen _Beha io al
8
0.70
4
Cus ome Loyal y (CL)
Cus ome _Loyal y1
0.61
3
0.85
2
0.419
0.921
Cus ome _Loyal y2
0.61
5
Cus ome _Loyal y3
0.70
8
Cus ome _Loyal y4
0.62
5
Cus ome _Loyal y5
0.68
6
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 2031-2051
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Cus ome _Loyal y6
0.56
5
Cus ome _Loyal y7
0.65
1
Cus ome _Loyal y8
0.70
1
O e all, Alpha o Cus ome Engagemen *
0.972
O e all, Alpha (ALL 32 I em Ques ions) **
0.979
*24 i em ques ions o Cus ome Engagemen (CEC. CEE, CEB) **O e all alpha, 32 i em ques ions, no i em ques ions dele ed.
Table 3 p esen s he esul s o he eliabili y and alidi y es conduc ed based on he esea ch ins umen , an adop ed
ques ionnai e used o assess cus ome engagemen ela ionships and in luence on cus ome loyal y. Wi h a Fac o
Loading (FL) o 0.609, Cus ome Engagemen Cogni i e (CEC) exhibi ed a good co ela ion wi h he cons uc ; i s
Composi e Reliabili y (CR) was 0.869; i s A e age Va iance Ex ac ed (AVE) was 0.456 he alue is below he sugges ed
alue which is he 0.50; and i s C onbach’s Alpha was 0.922 which was supe io . Wi h a Fac o Loading (FL) o 0.756,
Cus ome Engagemen Emo ional (CEE) exhibi ed a good co ela ion wi h he cons uc ; i s Composi e Reliabili y (CR)
was 0.891; i s A e age Va iance Ex ac ed (AVE) was 0.505, he alue is abo e he sugges ed alue which is he 0.50;
and i s C onbach’s Alpha was 0.927 which was supe io . Wi h a Fac o Loading (FL) o 0.525, Cus ome Engagemen
Beha io al (CEB) exhibi ed a good co ela ion wi h he cons uc ; i s Composi e Reliabili y (CR) was 0.858; i s A e age
Va iance Ex ac ed (AVE) was 0.434 he alue is below he sugges ed alue which is he 0.50; and i s C onbach’s Alpha
was 0.920 which was supe io . Wi h a Fac o Loading (FL) o 0.613, Cus ome Loyal y (CL) exhibi ed a good co ela ion
wi h he cons uc ; i s Composi e Reliabili y (CR) was 0.852; i is A e age Va iance Ex ac ed (AVE) was 0.419 he alue
is below he sugges ed alue, which is he 0.50; and i s C onbach's Alpha was 0.921 which was supe io . The o e all
C onbach's Alpha o Cus ome Engagemen (CE) o 0.972 was supe io , and wi h he o e all C onbach Alpha alue o
0.079, he esea ch ins umen has ou s anding o e all eliabili y, indica ing g ea in e nal consis ency ac oss all
cons uc s.
3.2. Signi ican Resea ch Resul s
Table 4 p esen s he esul o p oblem 1's s a emen , which is he equency o he demog aphic p o ile o selec ed HEI
s uden cus ome s o iced co ee shops in Valencia Ci y in e ms o age, sex, school a ended, yea le el, and iced co ee
las isi ed.
Demog aphic P o ile in Te ms o F equency
Table 4 Demog aphic P o iling o he Responden s
Demog aphic Va iable
Ca ego y
F equency
Pe cen age
Age
18 o 20 yea s old
191
51.6
21 o 25 yea s old
175
47.3
26 o 30 yea s old
4
1.1
Sex
Male
129
34.9
Female
241
65.1
School A ended
ACLC College o Bukidnon, Inc.
37
10.0
Philippine Colleges Founda ion
148
40.0
Valencia Colleges (Bukidnon), Inc.
185
50.0
Yea Le el
1s Yea
111
30.0
2nd Yea
151
40.8
3 d Yea
42
11.4
4 h Yea
66
17.8
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 2031-2051
2039
Iced Co ee Shop Las Visi ed
Don Macchia os
304
82.2
Beanukid Bake & B ew
10
2.7
M310 Cà Phê
2
0.5
Ca é Luiza
1
0.3
Da u Ca é & Ranch
8
2.2
Co ee Clock
38
10.3
O he : JZM
1
0.3
O he : Ha en's Ca e and Tea
1
0.3
O he : Da Rendez ous
2
0.5
O he : Suok Ca e
1
0.3
O he : Chang ea
1
0.3
O he : K-Kopi
1
0.3
No e: n=370
Table 4 p esen ed ha 51.6% o esponden s be ween he ages o 18 and 20 had answe ed he ques ionnai e, ollowed
by 47.3% be ween he ages o 21 and 25 and 1.1% be ween he ages o 26 and 30. As a esul , mos esponden s (51.6%)
we e be ween 18 and 20. The able shows ha 34.9% o he esponden s we e male, and 65.1% we e emale. As a esul ,
mos esponden s (51.6%) we e emale. The able shows ha 10% o he esponden s we e om ACLC College o
Bukidnon, Inc., 40% we e om he Philippine Colleges Founda ion, and 50% we e om Valencia Colleges (Bukidnon),
Inc. As a esul , mos esponden s (50%) we e om Valencia Colleges (Bukidnon) Inc. The able p esen ed ha 30% o
he esponden s we e 1s -yea s uden s, 40.8% we e 2nd-yea s uden s, 11.4% we e 3 d-yea s uden s, and 17.8% we e
4 h-yea s uden s. As a esul , mos esponden s (40.8%) we e 2nd yea s uden s. The able p esen ed 82.2% o he
esponden s las isi ed iced co ee shop we e Don Macchia os, 2.7% isi ed Beanukid Bake & B ew, 0.5% isi ed M310
Cà Phê, 0.3% isi ed Ca é Luiza, 2.2% isi ed Da u Ca é & Ranch, 10.3% isi ed Co ee Clock, 0.3% isi ed JZM, 0.3%
isi ed Ha en's Ca e and Tea, 0.5% isi ed Da Rendez ous, 0.3% isi ed Suok Ca é, 0.3% isi ed Chang ea and 0.3%
isi ed K-Kopi. As a esul , mos esponden s (82.2%) las isi ed Don Macchia os.
Signi ican Rela ionship – Using Co ela e > Bi a ia e Technique > Pea son R Coe icien
Co ela ion Analysis is used o e alua e he s eng h and di ec ion o he linea ela ionship be ween a iables; i helps
unde s and whe he an inc ease in one a iable co esponds o an inc ease o dec ease in ano he (Hasiloglu &
Kundu aci, 2018). The bi a ia e echnique is a subse o co ela ion analysis ha ocuses on he ela ionship be ween
exac ly wo a iables; i e alua es how one a iable beha es in esponse o changes in ano he (Hasiloglu & Kundu aci,
2018). Pea son R Coe icien uses a linea ela ionship be ween wo a iables; a alue close o +1 indica es a s ong
posi i e co ela ion, a alue close o -1 indica es a s ong nega i e co ela ion and a alue nea 0 implies no signi ican
linea ela ionship (Hasiloglu & Kundu aci, 2018).
Table 5 The Rela ionship Be ween Cus ome Engagemen (O e all) and Cus ome Loyal y a Iced Co ee Shops
Pe cei ed by he Responden s in Selec ed HEIs School in Valencia Ci y, Bukidnon
**. Co ela ion is signi ican a he 0.01 le el (2- ailed). a Di ec ion and S eng h o he a iables' ela ionship; Values in he diagonal wi h
pa en hesis a e he C onbach's Alpha; n=370
Cons uc
Me
an
S d.
De .
(1)
(2)
In e p e a ion DV o IV (1)
Rema ks
Acco ding o Hai e
al. (2013)
Acco ding o Cohen
(1988) a
Hypo- hesis
Decision
(1) Cus ome Loyal y (DV)
5.4
49
1.060
(0.9
21)
(2) Cus ome Engagemen
as O e all (IV)
5.4
00
1.022
.938
**
(0.9
72)
Ve y S ong Posi i e
Co ela ion
La ge Posi i e
Rela ionship
Ho3 NOT
accep ed
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 2031-2051
2046
Fu u e esea ch migh explo e deepe in eg a ions o SDT’s mo i a ional cons uc s wi h engagemen beha io s.
O e all, he esul s a i m he amewo k's ele ance in explaining cus ome engagemen and loyal y dynamics.
4. Conclusion
This s udy e eals ha mos iced co ee shop cus ome s in Valencia Ci y a e emale s uden s aged 18 o 20 yea s,
p ima ily om Valencia Colleges (Bukidnon), Inc., wi h 2nd-yea s uden s o ming he la ges g oup. Don Macchia os
eme ged as he mos popula iced co ee shop among esponden s. The indings highligh ha gende and age
signi ican ly in luence cus ome engagemen and loyal y, wi h emo ional engagemen being he s onges p edic o o
loyal y, ollowed by beha io al and cogni i e ac o s. These insigh s suppo he ancho heo y, emphasizing ha
os e ing emo ional connec ions enhances cus ome e en ion and business success. This s udy bene i s socie y by
p o iding co ee shop owne s wi h ac ionable s a egies o imp o e cus ome engagemen and loyal y, con ibu ing o
sus ainable business g ow h and imp o ed cus ome expe iences.
Compliance wi h e hical s anda ds
Acknowledgmen s
To A e Amo and A e Ysa, hank you o lending me you lap ops and making his p ocess smoo he . To my amily, you
lo e and mo i a ion kep me going e en du ing he oughes imes. To my bes iend, Lo en, hank you o guiding me,
helping me choose he pe ec i le, and pa ien ly lis ening o my an s—you made his jou ney mo e bea able.
To Ma’am Sa amosing, you guidance and encou agemen om Thesis 1 o Thesis 2 ha e been in aluable. And o my
Cobasco amily, hank you o you suppo in p oducing his book and eminding me I was ne e alone in his endea o .
To e e yone who suppo ed me in his miles one, big o small, hank you. This achie emen is a e lec ion o you lo e
and suppo in me.
Disclosu e o con lic o in e es
The au ho s decla es no con lic o in e es .
S a emen o in o med consen
The iden i y and da a ga he ed om he pa icipan s was kep con iden ial o p o ec he esponden s' igh s and
wel a e. The esea che ga e he pa icipan s consen , gi ing hem he eedom o decline pa icipa ion in he su ey.
Be o e answe ing he su ey, he esea che s a e explained he s udy. Pa icipan s we e ins uc ed o be hones in hei
answe s o mo e accu a e esul s.
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