Beyond the Cup: Branding, Trust and Loyalty and the Power of Customer Satisfaction: A Study of Tealive

Haslindar Ibrahim, Sir Urfey Muhammad Norazmi, Shi Kunzhi, Siti Farhana Mohd Sa’ad, Siti Norsyahwanie Mohammad Ridzuan Itam, Anant Asthana, Paridhi Gehi, Daisy Mui Hung Kee

Abstract


This study examines the influence of customer satisfaction and branding on purchase intention, using Tealive as a case study. This paper aims to investigate how branding, trust and loyalty influence consumers’ satisfaction. A quantitative research design was employed, involving the distribution of structured questionnaires to 180 customers. Our findings indicate that branding, trust and loyalty have significant positive effects on customer satisfaction emerging as the stronger predictor. These findings reveal the importance of delivering superior service quality and maintaining a consistent brand image to enhance customer loyalty and trust. This study contributes to the understanding of consumer behavior in the Malaysian beverage industry and offers practical insights for Tealive’s marketing and branding strategies aimed at sustaining long-term competitiveness

Keywords


Branding; Consumer Behavior; Customer Satisfaction; Loyalty; Trust; Tealive

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DOI: https://doi.org/10.32535/ijthap.v9i2.4676

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