Paper Title :A Relationship Study of Price Promotion, Customer Quality Evaluation, Customer Satisfaction and Repurchase Intention: A Case Study of Starbucks in Thailand
Author :Qintao Zhang, Kriengsin Prasongsukarn
Article Citation :Qintao Zhang ,Kriengsin Prasongsukarn ,
(2017 ) " A Relationship Study of Price Promotion, Customer Quality Evaluation, Customer Satisfaction and Repurchase Intention: A Case Study of Starbucks in Thailand " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 29-32,
Volume-3,Issue-9
Abstract : The purpose of this research is to investigate the relationship among price promotions, beverage and food quality,
service quality, customer’s satisfaction and repurchase intention in Starbucks (Thailand).A questionnaire was conducted to
collect data from the respondents who visited Starbucks in Thailand. Correlation was applied to analyze the relationships
among variables. The results suggested that price promotion in Starbucks has a positive relationship on customer evaluation
on food and beverage quality and service quality, and a strongly positive relationship between customer satisfactions and
repurchase intention. The findings encourage coffee shop management to utilize strategic price promotions to improve
customer evaluation and satisfaction, which further contribute to customer loyalty.
Keywords - Price promotion, customer evaluation, customer satisfaction, repurchase intention
Type : Research paper
Published : Volume-3,Issue-9
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-9480
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Copyright: © Institute of Research and Journals
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Published on 2017-11-24 |
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