An Empirical Study on Customer Satisfaction, Perception, and Brand Image in Starbucks Coffee in India, Asia

Rudresh Pandey; Varsha Ganatra; Sonali Jamnik; Pragya Goel; Priyanshi Goyal; Chian Lee Xuan; Daisy Mui Hung Kee; Hee Hui Mein; Lim Xiao En; Lee Jen Zen

doi:10.32535/ijthap.v4i1.1021

An Empirical Study on Customer Satisfaction, Perception, and Brand Image in Starbucks Coffee in India, Asia

Rudresh Pandey, Varsha Ganatra, Sonali Jamnik, Pragya Goel, Priyanshi Goyal, Chian Lee Xuan, Daisy Mui Hung Kee, Hee Hui Mein, Lim Xiao En, Lee Jen Zen

Abstract

This study focuses on the brand image, experience, quality, and services offered by Starbucks that will bring customer loyalty from customer satisfaction. The study analyzes how customer loyalty and brand experience affect the quality improvements of Starbucks Coffee as corporate brands play a vital role in achieving higher companyâ€™s performance, like sales. It makes more incentives to satisfy the potential customers and develops a drawn-out relationship with them. This study concludes that companies with higher customer loyalty and satisfaction tend to have higher market share, and move further by cost reduction. Therefore, companies could substantially pay attention to all of these variables to have an everlasting profitability as this will lead to gain competitive advantage in the market.

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DOI: https://doi.org/10.32535/ijthap.v4i1.1021