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

Brahim, Nurferahin (2016) Examining the customer experience towards brand loyalty: case study of Starbucks Kuching / Nurferahin Brahim. [Student Project] (Unpublished)

Abstract

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.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Brahim, Nurferahin 2014819104
Subjects:	H Social Sciences > HF Commerce > Branding (Marketing) H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Customer services. Customer relations
Divisions:	Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons) Marketing
Keywords:	customer experience, brand loyalty, customer service, retailer, marketing study
Date:	June 2016
URI:	https://ir.uitm.edu.my/id/eprint/77766