The relationship between loyalty program, store satisfaction and brand loyalty of Starbucks' millennial customer in Sarawak / Ahmad Armim Ramadan

Brand Loyalty has been a subject of interest to the researchers for over a century. The purpose of the study is to examine whether is there any relationship between Loyalty Program, Store Satisfaction and Brand Loyalty of Starbucks’ Millennial Customer in Sarawak. The independent variables involves in this study are Loyalty Program and Store Satisfaction while for the dependent variable, it is the Starbucks’ Brand Loyalty among the millennials. A total of 200 respondents in Sarawak were involved in answering the surveys. The respondents involved in this research were from the loyal customers of Starbucks in Sarawak. Data obtained were than analyzed using Statistical Package for Social Science (SPSS) version 22. The empirical result indicated that Loyalty Program have a strong correlation relationship with Brand Loyalty while Store Satisfaction have very strong correlation relationship with Brand Loyalty. The main contribution of this research had provided empirical evidence about the relationship between Loyalty Program and Store Satisfaction with Brand Loyalty of Starbucks’ millennial customers in Sarawak. Moreover, this research reveals that Store Satisfaction affects the Brand Loyalty more than Loyalty Program.