Examining the customer experience towards brand loyalty: case study of Starbucks Kuching / Nurferahin Brahim

• Main Author: Brahim, Nurferahin
• Format: Student Project
• Language: English
• Published: 2016
• Subjects: Branding (Marketing); Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Customer services. Customer relations
• Online Access: https://ir.uitm.edu.my/id/eprint/77766/1/77766.pdf; https://ir.uitm.edu.my/id/eprint/77766/

As a retailer, for example like Starbucks, they have their own goals and aim to provide customers with a great experience in their store in order to increase the brand loyalty of the customer. The purpose of this study is to examining the customer experiences towards brand loyalty, a case study of Starbucks in Kuching. A total of 390 of respondents was carried out to answer the questionnaire. The result of analysis shows that, all the dimensions of customer experience; social environment, retail atmosphere, service interface, assortment, price and emotion value has relationship with the brand loyalty. The targeted respondent is young adults, the range age of 18 to 35 years old.