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Customer Satisfaction;Company Image;Brand Equity and Repurchase Intention: A Case Study of Starbucks Coffee Corporation in Bangkok Business District during the Impact of Covid-19 |
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| รหัสดีโอไอ | |
| Creator | Jirangrug Samarkjarn |
| Title | 1. Customer Satisfaction 2. Company Image 3. Brand Equity and Repurchase Intention: A Case Study of Starbucks Coffee Corporation in Bangkok Business District during the Impact of Covid-19 |
| Contributor | Komm Pechinthorn |
| Publisher | Asian Administration and Management Review |
| Publication Year | 2565 |
| Journal Title | Asian Administration and Management Review |
| Journal Vol. | 5 |
| Journal No. | 1 |
| Page no. | 72-84 |
| Keyword | Brand Equity, Company Image, Customer Satisfaction, Repurchase Intention |
| URL Website | https://so01.tci-thaijo.org/index.php/AAMR/index |
| Website title | https://so01.tci-thaijo.org/index.php/AAMR/article/view/257462 |
| ISSN | 2730-3683 |
| Abstract | This research aimed to study the relationships between the 4 dimensions of brand equity-brand awareness;perceived quality;brand association;and brand loyalty;company image and customer satisfaction toward repurchase intention of Starbucks Coffee Corporation in Bangkok Business District. The researcher used the multi-stage stratified sampling technique. The number of complete questionnaires was 395 respondents from 4 branches located in the 4 corners of the Sathorn intersections in Bangkok;Thailand. Therefore;this research collected quantitative data;and analyzed by SPSS. The findings of the research confirm that 3 dimensions of Brand Equity: brand awareness;perceived quality;and brand association have strong impacts on company image;customer satisfaction;and repurchase intention. However;only brand loyalty did not have any impact and is not statistically significant to those variables of Starbucks Coffee Corporation. |
