Paper Title
An Analysis of the Relationships Between Customer Participation, Psychological Ownership, and Loyalty in Starbucks as a Third Place
Abstract
The third place plays an important role in complex society. It is necessary to identify the mediator between
customer participation and loyalty. Thus, the purpose of the study is to analyze the relationship between customer
participation and loyalty and a mediating role of psychological ownership. A structural equation model representing the
relationships between customer participation, psychological ownership, and customer loyalty was proposed and four
hypotheses were tested using data collected from visitors of Starbucks as the third place. Customer participation positively
affects psychological ownership and customer loyalty. Psychological ownership positively affects customer loyalty.
Psychological ownership plays a mediating role in the relationship between customer ownership and loyalty. Some
implications were suggested.
Index Terms- Customer participation, psychological ownership, customer loyalty, third place, Starbucks.