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All Journal Advances in Global Economics and Business Journal International Journal of Accounting & Finance in Asia Pasific
Thiam Yong Kuek
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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The Impact of Marketing Mix on Customer Satisfaction in Haidilao Hotpot Hee Song Ng; Thiam Yong Kuek; Luo Kuan Zhang; Lee Kean Yeoh; Jing Huan Zhang; Yu Hui Yuan; Harshika Sharma; Harshit
Advances in Global Economics and Business Journal Vol. 3 No. 2 (2022): Advances in Global Economics and Business Journal (AGEBJ)
Publisher : Global Academia Publisher

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Abstract

Haidilao Hotpot is a China hotpot catering company and the largest chain of hotpot restaurants in China. This study examines how the customer satisfaction of Haidilao Hotpot in China is influenced by the 4Ps Marketing Mix: Product, Price, Place, and Promotion. A survey questionnaire was used for data collection. A total of 150 customers of Haidilao Hotpot in China participated in the online survey via Wen Juan Xing. SPSS computer program is also adopted to analyse further the data obtained from the respondents. Besides, some research papers are used to strengthen and support the current study. The findings showed that place and promotion were positively correlated to customer satisfaction. Promotion is the most significant variable influencing customer satisfaction in Haidilao Hotpot. However, product and price did not significantly affect customer satisfaction. The implications for policymakers and practitioners, as well as the future direction of research are discussed. This study provides Haidilao Hotpot with valuable insights and guidance to increase customer satisfaction in China.
How Does Starbucks Develop Brand Loyalty Among Its Customers in Asia? Insights From Malaysia, Indonesia, and India Thiam Yong Kuek; Rosmelisa Yusof; Sushmithaa A/P Selvam; Siti Ramizah Binti Roslan; Son Rakh A/L Aibau; Isha Vats; Jahnavi Singhal; Khushi Chaudhary; Daisy Mui Hung Kee
International Journal of Accounting & Finance in Asia Pasific (IJAFAP) Vol 6, No 3 (2023): OCTOBER EDITION INTERNATIONAL JOURNAL OF ACCOUNTING FINANCE IN ASIA PASIFIC
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v6i3.2631

Abstract

Starbucks was founded in 1971 and is currently the world's largest chain coffee shop. Starbucks invaded Asian countries such as Malaysia, India and Indonesia a long time ago, and Asian countries have emerged as one of the most devoted customers. Brand loyalty is one of the most essential factors in increasing a company's revenue through customer retention. Starbucks' brand loyalty is influenced by several aspects, including pricing, products offered, product quality and taste. The purpose of this research is to determine how Starbucks develops brand loyalty among its customers in Malaysia, India and Indonesia. This survey will also be able to determine whether Asian customers will continue to be devoted Starbucks customers. The survey involved 136 people who are loyal Starbucks consumers from Malaysia, India and Indonesia. The data for this study was collected through online sources and questionnaires. We hope that this study will provide recommendations for increasing brand loyalty among our Asian customers, particularly in Malaysia, India, and Indonesia.
Co-Authors Daisy Mui Hung Kee Harshika Sharma Harshit Hee Song Ng Isha Vats Jahnavi Singhal Jing Huan Zhang Khushi Chaudhary Lee Kean Yeoh Luo Kuan Zhang Rosmelisa Yusof Siti Ramizah Binti Roslan Son Rakh A/L Aibau Sushmithaa A/P Selvam Yu Hui Yuan