The Reasons of Young Consumers' Choice on Chain Café Stores: A Research on Starbucks
Corporations providing services and making goods are forced to ensure customer satisfaction, to build brand loyalty, to change the way being in service by taking some changes into consideration, such as changes in living conditions, in consumers' supply and demand, fierce competition environme...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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EconJournals
2015-07-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/1296 |
| _version_ | 1797921126878281728 |
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| author | Serkan Akgün Funda Yalım |
| author_facet | Serkan Akgün Funda Yalım |
| author_sort | Serkan Akgün |
| collection | DOAJ |
| description |
Corporations providing services and making goods are forced to ensure customer satisfaction, to build brand loyalty, to change the way being in service by taking some changes into consideration, such as changes in living conditions, in consumers' supply and demand, fierce competition environment. At this point, chain café stores are appeared as preferred ones by especially young consumers in direct proportion to changes in consumers' supply and demand. Young consumers, while going for a chain café store, pay regard to several criteria, such as store image, store atmosphere, goods/services specifications, and price policies. This study aims to measure the effect of young consumers going for Starbucks chain café stores on customer loyalty. This research, according to the analysis of surveys taken by 187 persons, reveals that brand image and brand follow-up have an effect on brand loyalty.
Keywords: Brand; consumer behaviors; chain café store brands
JEL Classifications: M
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| first_indexed | 2024-04-10T14:11:36Z |
| format | Article |
| id | doaj.art-f2bb8762e23d4e6db47bf4fb5fb6ddc4 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T14:11:36Z |
| publishDate | 2015-07-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-f2bb8762e23d4e6db47bf4fb5fb6ddc42023-02-15T16:09:42ZengEconJournalsInternational Review of Management and Marketing2146-44052015-07-0153The Reasons of Young Consumers' Choice on Chain Café Stores: A Research on StarbucksSerkan AkgünFunda Yalım0Nişantaşı University Corporations providing services and making goods are forced to ensure customer satisfaction, to build brand loyalty, to change the way being in service by taking some changes into consideration, such as changes in living conditions, in consumers' supply and demand, fierce competition environment. At this point, chain café stores are appeared as preferred ones by especially young consumers in direct proportion to changes in consumers' supply and demand. Young consumers, while going for a chain café store, pay regard to several criteria, such as store image, store atmosphere, goods/services specifications, and price policies. This study aims to measure the effect of young consumers going for Starbucks chain café stores on customer loyalty. This research, according to the analysis of surveys taken by 187 persons, reveals that brand image and brand follow-up have an effect on brand loyalty. Keywords: Brand; consumer behaviors; chain café store brands JEL Classifications: M https://econjournals.com/index.php/irmm/article/view/1296 |
| spellingShingle | Serkan Akgün Funda Yalım The Reasons of Young Consumers' Choice on Chain Café Stores: A Research on Starbucks International Review of Management and Marketing |
| title | The Reasons of Young Consumers' Choice on Chain Café Stores: A Research on Starbucks |
| title_full | The Reasons of Young Consumers' Choice on Chain Café Stores: A Research on Starbucks |
| title_fullStr | The Reasons of Young Consumers' Choice on Chain Café Stores: A Research on Starbucks |
| title_full_unstemmed | The Reasons of Young Consumers' Choice on Chain Café Stores: A Research on Starbucks |
| title_short | The Reasons of Young Consumers' Choice on Chain Café Stores: A Research on Starbucks |
| title_sort | reasons of young consumers choice on chain cafa c stores a research on starbucks |
| url | https://econjournals.com/index.php/irmm/article/view/1296 |
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