JOURNAL OF CHAIN COFFEE SHOP

Journal 4

The Effect of Brand Experience and Customer Satisfaction on Brand Loyalty: A Case Study of True Coffee in Bangkok, Thailand.

April 30, 2018

TITLE: The Effect of Brand Experience and Customer Satisfaction on Brand Loyalty: A Case Study of True Coffee in Bangkok, Thailand.

AUTHORS: Nut-Arin Musikapart

YEAR OF PUBLICATION: 2013

Conceptual Framework:

Figure 1: Conceptual model for the study

This study about conceptual model. This conceptual model have three element which are brand loyalty, brand experience and customer satisfaction.

Theories:

This study will adopt a deductive approach because it involve the collection of primary data and supplementary secondary research to test the hypothesis regarding the relationship among three variable which is brand experience, customer satisfaction and brand loyalty. Therefore this study will employ a quantitative research strategy. Quantities research generate a numerical representation of a particular phenomenon is a research method that provides a quantifiable description of the way something is in the real world.

Finding:

The study about the relationship between the impact of brand experience, customer satisfaction to brand loyalty in the Thailand coffee store. Brand experience encompasses the full spectrum of involvement with a product or service, ranging from the initial search for the product to the purchase, receipt and consumption of it. Customer satisfaction is the extent to which a product or service pleases the customer and satisfied his or her requirements. Brand loyalty can be defined as a positive attitude toward the brand on the part of the consumer that leads to repeated purchasing and overall support for the brand.

Brand experience has a positive effect on customer satisfaction. Brand experience and customer satisfaction has a positive effect on brand loyalty.

Limitation:

This study has some limitations stated below. This research was undertaken to explore the relationship between brand experience, customer satisfaction and brand loyalty in the Thai coffee shop. The findings suggested that while customer satisfaction was strong for True Coffee visitors, brand experience could be best describe as neutral. Brand loyalty was also neutral, although relatively positive. Reasons for visiting the True Coffee chain included price, quality, sensory qualities like taste and smell and convenience.

Item:

Journal link :

http://kb.psu.ac.th/psukb/bitstream/2010/9511/1/375235.pdf