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- Title
“Relationship can talk” - Relationship quality and its applications to STARBUCKS.
- Authors
Wen-Jung Chang; Kuan-Yu Yueh; Da-Chian Hu; Hui-Ju Chen
- Abstract
In Taiwan, Western food has replaced Chinese cuisine, and coffee consumption is rising. Previous studies have suggested that Experiential Marketing (EM) can improve Customer Satisfaction (CS), Brand Loyalty (BL) and trust (TRT), while Brand Image (BI) impacts a brand's perception. Furthermore, Relationship Quality (RQ) has three key dimensions: commitment (COMMIT), TRT and CS. Starbucks, a major brand in Taiwan, was chosen for the relationship marketing study. Using Structural Equation Modeling (SEM) on 294 valid respondents, this study examines six hypotheses as well as the moderating effect of EM. The results showed three mediating effects centered on CS, and EM moderated the pathway between TRT-CS and CS-COMMIT.
- Subjects
TAIWAN; STARBUCKS Corp.; RELATIONSHIP quality; RELATIONSHIP marketing; BRAND loyalty; STRUCTURAL equation modeling; CUSTOMER satisfaction; BRAND image
- Publication
Journal of Business Administration (1025-9627), 2023, Vol 48, Issue 3, p45
- ISSN
1025-9627
- Publication type
Article
- DOI
10.53106/102596272023090483003