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Journals / The Journal of International Scientific Researches / 2026 / Cilt: 11 Sayı: 1

An Examination of Generation Z's Brand Loyalty: The Case of Gloria Jean's and Espressolab

Z Kuşağının Marka Sadakati Üzerine Bir İnceleme: Glorıa Jean’s ve Espressolab Örneği

Derya Büyükduman(SAKARYA ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ, HALKLA İLİŞKİLER VE REKLAMCILIK BÖLÜMÜ, HALKLA İLİŞKİLER VE REKLAMCILIK ANABİLİM DALI)0000-0002-1426-9436
Simge Ünlü(SAKARYA UNIVERSITY, FACULTY OF COMMUNICATION, DEPARTMENT OF PUBLIC RELATIONS AND ADVERTISING)0000-0002-0137-4210
Pages
75–89
Publication Date
2026-03-23
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The data obtained revealed that individuals were loyal to both brands and that the quality of service provided by the brands influenced loyalty.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The increasing popularity of third-wave coffee shops has transformed them from mere coffee shops into social spaces, workshops, workspaces, and sometimes event venues.
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Key Findings & Data:The sample consists of 294 individuals born in 1995 or later who visited the stores of these two brands in the European side of Istanbul.
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Conclusion & Impact:The data obtained revealed that individuals were loyal to both brands and that the quality of service provided by the brands influenced loyalty.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Üçüncü Nesil Kahve Dükkanları · Z Kuşağı · Marka Sadakati

Abstract

The increasing popularity of third-wave coffee shops has transformed them from mere coffee shops into social spaces, workshops, workspaces, and sometimes event venues. This has intensified competition among franchising brands, leading them to innovate in their products and services. The main objective of this study is to measure the brand loyalty of Generation Z individuals who visit Gloria Jean's and Espressolab, two franchise brands in Turkey. The sample consists of 294 individuals born in 1995 or later who visited the stores of these two brands in the European side of Istanbul. A general survey model was used in the study, and a two-part questionnaire was used as the data collection tool. The data obtained were analyzed using the SPSS 26.0 program to measure Generation Z individuals' loyalty to both brands. The data obtained revealed that individuals were loyal to both brands and that the quality of service provided by the brands influenced loyalty.

Özet

Üçüncü nesil kahve dükkanlarının popülaritesinin gün geçtikçe artması sonucu yalnızca bir kahve dükkanı olmaktan çıkarak sosyalleşme alanı, atölye, çalışma alanı kimi zamanda etkinlik alanlarına dönüşmesini sağlamıştır. Bu durum franchise hizmet veren markalar arasında rekabet gittikçe arttırmış bu da ürün ve hizmette yeniliklere gitmelerine yol açmıştır. Türkiye’de franchise hizmet veren markalardan olan Gloria Jean’s ve Espressolab markalarını ziyaret eden Z kuşağının marka sadakatinin ölçümlenmesi çalışmanın temel amacını oluşturmaktadır. Bu iki markanın İstanbul Avrupa Yakası’ndaki dükkanlarını ziyaret eden 1995 ve sonrası dünyaya gelen 294 birey çalışmanın örneklemini oluşturmaktadır. Çalışmada genel tarama modeli kullanılmış olup veri toplama aracı için iki bölümden meydana gelen anket kullanılmıştır. Elde edilen veriler SPSS 26.0 programı ile analiz edilerek Z kuşağı bireylerin her iki markaya olan sadakati ölçülmüştür. Bireylerin iki markaya sadakat duyduğu ve markaların sağladığı hizmet kalitesinin sadakati etkilediğine elde edilen veriler sonucunda ulaşılmıştır

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Cite This Article

Büyükduman, D., Ünlü, S. (2026). An Examination of Generation Z's Brand Loyalty: The Case of Gloria Jean's and Espressolab. The Journal of International Scientific Researches, Cilt: 11 Sayı: 1, 75–89. https://doi.org/10.23834/isrjournal.1844251

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