BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA

• Main Authors: Chee, Zhu Yang, Mak, Seen Theng, Roy, Sharwin, Ma, Junzhe, Ali Akbar, Rafatnia
• Format: Article
• Language: English
• Published: INTI International University 2023
• Subjects: H Social Sciences (General); HF Commerce
• Online Access: http://eprints.intimal.edu.my/1894/1/jobss2023_37.pdf; http://eprints.intimal.edu.my/1894/; http://ipublishing.intimal.edu.my/jobss.html

The selected company for the case analysis and evaluation is Starbucks Coffee Malaysia Company. The company is selected due to its strong presence and established reputation in the food and beverages market, as well as its effective business approach. The corporate profile will consist of four...