DOIONLINE 
DOIONLINE Publish In |
International Journal of Management and Applied Science (IJMAS)-IJMAS |
 Journal Home Volume Issue |
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Issue |
Volume-3,Issue-9 ( Sep, 2017 ) | |||||||||
Paper Title |
A Relationship Study of Price Promotion, Customer Quality Evaluation, Customer Satisfaction and Repurchase Intention: A Case Study of Starbucks in Thailand | |||||||||
Author Name |
Qintao Zhang, Kriengsin Prasongsukarn | |||||||||
Affilition |
Master Degree of Business Administrative, Assumption University, Bangkok, Thailand. Assistant Professor at Assumption University, Thailand. | |||||||||
Pages |
29-32 | |||||||||
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 | |||||||||
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