Vztah spokojenosti zákazníků a důvěry ve značku v kontextu výběrové kávy

This bachelor's thesis examines the relationship between customer satisfaction and brand trust within the context of specialty coffee. The primary objective of the study is to verify whether overall customer satisfaction with a specialty coffee brand leads to the development of trust in that brand. The theoretical part defines the fundamental concepts of brand, satisfaction, and brand trust. The empirical part is based on a quantitative questionnaire survey conducted among specialty coffee consumers in the Czech Republic, utilizing validated scales developed by Delgado-Ballester & Munuera-Alemán (2001). Data are analyzed using Pearson correlation and simple linear regression. The findings confirmed that satisfaction has a statistically significant effect on brand trust, with the model explaining 12% of the variance in brand trust. These findings contribute to a deeper understanding of brand trust formation within the specialty coffee sector.