The purpose of this study was to investigate the relationship of marketing mix, customer expectation, customer experience, customer satisfaction and customer loyalty among homegrown coffee shops in Davao Region. Descriptive correlational design was utilized in this study. The data were obtained from 580 homegrown coffee shop customers in Davao Region. Sets of questionnaires were used to obtain pertinent data. Pearson product moment correlation was used to determine the interrelationships between the marketing mix, customer expectation, customer experience, and customer satisfaction to customer loyalty. Multiple linear regression was used to determine the significant predictor of customer loyalty. Path analysis was utilized to analyze the path relationships among the variables. The findings revealed that the level of marketing mix, customer expectation, customer experience, customer satisfaction, and customer loyalty were rated high. Moreover, marketing mix, customer expectation, customer experience, and customer satisfaction were highly correlated to customer loyalty. Meanwhile, all three exogenous variables significant influence customer loyalty. Furthermore, the final model passed all the goodness of fit indices criteria.
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