Customer Service Management on Enhancing Customer Loyalty in Food and Beverage Industry: Case Study of Starbucks Malaysia

Darren Chan, Chee Shern and Tio, Fang Kee and Chua, Siew Woon and Soon, Shi Wen and Pok, Wei Lun and Mohammad, Farajnezhad (2024) Customer Service Management on Enhancing Customer Loyalty in Food and Beverage Industry: Case Study of Starbucks Malaysia. Journal of Business and Social Sciences, 2024 (02). pp. 1-10. ISSN 2805-5187

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Abstract

In the highly competitive coffee industry, the operation of a successful coffee shop involves more than just providing a simple cup of coffee. Organizations are now recognizing the need to focus on delivering high-quality service to gain a competitive advantage. Emphasizing service quality is crucial for building customer loyalty. This paper aims to demonstrate and investigate the service quality using the SERVQUAL model, specifically in the context of Malaysia's Starbucks outlets. To gather real-time data, this paper employs a questionnaire-based survey. A total of 221 questionnaires were distributed to the public. Following data collection, the obtained data is analyzed using SPSS software. Additionally, this paper offers insights into the current state of Starbucks in Malaysia and proposes practical actions to enhance service quality. The objective is to not only attract and retain customers but also cultivating customer loyalty within the competitive coffee chain industry. By focusing on the SERVQUAL model, this research seeks to identify the key dimensions of service quality that significantly impact customer loyalty. These insights are essential for Starbucks to make informed decisions and implement effective strategies to elevate its service quality.

Item Type: Article
Uncontrolled Keywords: Service Quality, SERVQUAL Model, Starbucks, Customer Loyalty
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Depositing User: Unnamed user with email masilah.mansor@newinti.edu.my
Date Deposited: 02 Aug 2024 02:21
Last Modified: 02 Aug 2024 02:21
URI: http://eprints.intimal.edu.my/id/eprint/1964

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