How Service Quality Influence Customer Satisfaction: A Case Study of Starbucks in Malaysia

Luo Yahui, Chen Siwen, Nur Shafinaz Binti Ahmad Anis, Sun Guodong, Guan Yuanhao, Daisy Kee Mui Hung, Azmi N. A.

Abstract


The purpose of this study is to examine how service quality in Starbucks influences customer satisfaction and loyalty towards Starbucks coffee products. Services usually related to the food and beverages industry, mainly cafes and restaurants. The quality of service provided by café services is an idea that is always used by customers in evaluating the quality of that café, and quality and taste of the food or beverages. The services provided by the company throughout the years have always called attention to the public as consumers. The respondents for this case study are the customers of Starbucks Malaysia. This report reveals the relationship between types of service quality of Starbucks and how customers get satisfied by it. From this study, it was found that the quality of service has a huge impact on customer satisfaction which most customers prefer a high-quality service. High quality service will increase customer loyalty. Besides that, high satisfaction increases customer loyalty which indicates satisfied customers definitely affect the loyalty of customers. It is suggested that the attitude of employees should be managed and trained well. For the management department, the supervision and evaluation of catering service quality and after-sales work must be strengthened.


Keywords


Customer Loyalty, Customer Satisfaction, Food and Beverage Industry, Service Quality, Starbucks

Full Text:

PDF

References


Aryani, D. N., Singh, P., Liew, Y. W., Kee, D. M. H., Li, Y., Li, J., …, & Arif, W. (2021). How brand reputation influences customer satisfaction: A case study of Starbucks, Malaysia. International Journal of Tourism & Hospitality in Asia Pacific, 4(3), 60-72. doi:10.32535/ijthap.v4i3.1199

Bruhn, M. (2023). Measuring Service Quality. In Quality Management for Services (pp. 141-226). Heidelberg: Springer.

Furoida, F., & Maftukhah, I. (2018). The influence of service quality and store atmosphere on customer loyalty through customer satisfaction. Management Analysis Journal, 7(2), 163-170.

Garthwaite, C., Busse, M., Brown, J., & Merkley, G. (2012). Starbucks: A Story of Growth. Evanston: Kellogg School of Management, Northwestern University.

Hakim, L. N. (2021). Effect of product quality and service quality on customer loyalty with customer satisfaction as an intervening variables (Case study on the Tirta Jasa Lampung Selatan Regional Company (PDAM)). Economit Journal: Scientific Journal of Accountancy, Management, and Finance, 1(1), 48-56.

Karakasnaki, M., Psomas, E., & Bouranta, N. (2019). The interrelationships among organizational culture and service quality under different levels of competitive intensity: An application in the shipping industry. International Journal of Quality and Service Sciences, 11(2), 217-234. doi:10.1108/IJQSS-10-2017-0096

Kotler, P., & Keller, K. L. (2007). Marketing Management (12th ed.). Jakarta: Indeks.

Marinkovic, V., & Obradovic, V. (2015). Customers’ emotional reactions in the banking industry. International Journal of Bank Marketing, 33(3), 243-260. doi:10.1108/IJBM-09-2013-0107

Mmutle, T., & Shonhe, L. (2017). Customers' perception of service quality and its impact on reputation in the hospitality industry. African Journal of Hospitality, Tourism, and Leisure, 6(3), 1-25.

North Shore Tribe. (2023). Exploring Howard Schultz’s Leadership Style. Retrieved from https://northshoretribe.com/2023/09/20/mastering-leadership-the-howard-schultz-way/

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58(1). doi:10.1177/002224299405800109

Pérez-Morón, J., Madan, S., Cheu, J. Y., Kee, D. M. H., Cheong, L. C., Chin, R., …, & García, A. P. M. (2022). Effect of service quality and customer satisfaction on customer loyalty: A case study of Starbucks in Malaysia. International Journal of Tourism & Hospitality in Asia Pacific, 5(1), 62-74. doi:10.32535/ijthap.v5i1.1402

Sumarlinah, Y., Sukesi, S., & Sugiyanto, S. (2022). The role of digital marketing, service quality, product quality on purchasing power through the satisfaction of Probolinggo MSME followers during the Covid-19 pandemic. International Journal of Applied Business and International Management, 7(1), 96-105. doi:10.32535/ijabim.v7i1.1444

Volle, P. (2022). Rhetorical history and strategic marketing: the example of Starbucks. Journal of Historical Research in Marketing, 14(1), 111-129. doi:10.1108/JHRM-08-2021-0042

Wulandari, G. A., Riski, G. A. A., & Prajitiasari, E. D. (2021). The role of customer experience mediates the effect of service quality and price on switching intention in Bali Hotels. Journal of International Conference Proceedings, 4(2), 60-70. doi:10.32535/jicp.v4i2.1226

Yuliantoro, N., Goeltom, V., Juliana, I. B., Pramono, R., & Purwanto, A. (2019). Repurchase intention and word of mouth factors in the millennial generation against various brands of Boba drinks during the Covid 19 pandemic. African Journal of Hospitality, Tourism and Leisure, 8(2), 1-11.




DOI: https://doi.org/10.32535/ijthap.v6i3.2173

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Luo Yahui

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Flag Counter

Published by: 

AIBPM Publisher

Editorial Office:

JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone:
+62 341 366222
Email: journal.ijthap@gmail.com
Website: http://ejournal.aibpmjournals.com/index.php/IJTHAP

Supported by: Association of International Business & Professional Management 

If you are interested to get the journal subscription you can contact us at admin@aibpm.org.

ISSN 2685-8800 (Print)
ISSN 2654-7945 (Online)

DOI: Prefix 10.32535 by CrossREF

International Journal of Tourism and Hospitality in Asia Pasific (IJTHAP) INDEXED:

 

  

In Process

   

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.