Barista Personality as a Factor of Consumer Loyalty of a Coffee House Clients

This graduate qualification work is devoted to the study of the influence of barista personality on consumer loyalty in the coffee business. Consumer loyalty means the commitment and attachment of a customer to a brand or company, which leads to repeat purchases, sustainable purchase patterns, and preference of this brand over competitors. The paper provides a theoretical review of the main factors of customer loyalty and considers the features of interpersonal interaction between baristas and coffee shop customers. The empirical study was conducted using quantitative and qualitative research methods in the coffee house "Сад". The results of the study revealed a positive relationship between the personal characteristics of baristas and consumer loyalty. Personality traits such as empathy, benevolence and friendliness were found to be most significant. However, the work has limitations in sample size and focus on a single coffee shop, which suggests the need for further research in this area.