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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Yurou Li
Universiti Sains Malaysia, Penang, Malaysia
Humanities

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How Brand Reputation Influences Customer Satisfaction: A Case Study of Starbucks, Malaysia Dwi Nita Aryani; Padmalini Singh; Yee Wen Liew; Daisy Mui Hung Kee; Yurou Li; Jiahui Li; Choon Yan Lim; Wibowo Arif
International Journal of Tourism and Hospitality in Asia Pasific (IJTHAP) Vol 4, No 3 (2021): International Journal of Tourism and Hospitality in Asia Pasific (IJTHAP)
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (294.288 KB) | DOI: 10.32535/ijthap.v4i3.1199

Abstract

Starbucks has a lot of loyal consumers from all over the world. There are some reasons that consumers tend to purchase at Starbucks. This study examines the influences of brand reputation on customer satisfaction in Starbucks, Malaysia. The study adopted a survey research design. The method of data collection in this study are internet sources and questionnaires. A total of 100 respondents participated in this survey. The data were analyzed with descriptive statistics and inferential statistics. From the findings of the study, we find out that the aspects of brand reputation influence and correlate to customer satisfaction in Starbucks, Malaysia. Besides, some recommendations for Starbucks' improvement can be obtained through the findings.
Co-Authors Choon Yan Lim Daisy Mui Hung Kee Dwi Nita Aryani Jiahui Li Padmalini Singh Wibowo Arif Yee Wen Liew