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p-Index From 2021 - 2026
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This Author published in this journals
All Journal International Journal of Tourism and Hospitality in Asia Pasific
Jing Foo Yee
Universiti Sains Malaysia
Humanities

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An Empirical Study on Pricing Strategy and Brand Loyalty: Assessing the Viability of a ‘Starbucks Pass’ Among University Students Jing Foo Yee; Shivaprasad S; Kavyashree B; Likitha D; Sanjay H N; Azad Muzaffar Abdul Rahim; Buvanesswari A/P Gunasekar; Celeste Jie Yu Chin; Tat Cheng Chan; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5121

Abstract

This study investigates coffee consumption and subscription model acceptance among university students in Malaysia and India. While traditional loyalty programs are widely studied, empirical research on food and beverage (FB) subscriptions for this demographic remains limited. To address this gap, this research evaluates the "Starbucks Pass" to enhance brand engagement. Integrating the Theory of Planned Behavior (TPB) with price sensitivity concepts, the study examines how perceived value, brand loyalty, financial constraints, and convenience influence subscription willingness. A quantitative survey sampled 176 students across both nations. Findings reveal that convenience and perceived value significantly enhance brand loyalty and positive intentions to subscribe. Interestingly, financial constraints did not deter subscription willingness, suggesting that lifestyle benefits and digital convenience outweigh traditional budget limitations. By positioning subscriptions as an innovative digital retail strategy, this study contributes to SDG 9 (Industry, Innovation and Infrastructure) and provides strategic insights for FB chains to retain youth demographics in Asian markets.
Co-Authors Azad Muzaffar Abdul Rahim Buvanesswari A/P Gunasekar Celeste Jie Yu Chin Daisy Mui Hung Kee Kavyashree B Likitha D Sanjay H N Shivaprasad S Tat Cheng Chan