Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal International Journal of Tourism and Hospitality in Asia Pasific International Journal of Accounting & Finance in Asia Pasific
Shivaprasad S
Presidency University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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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.
Digital Payment Adoption and Satisfaction: A Comparative Study of UPI and E-Wallets in India and Malaysia Haslindar Ibrahim; Shivaprasad S; Ainul Kamilah binti Zolkiffly; Aina Afrina binti Azhar; Ainul Mardhiah binti Zolkiffly; Ainur Shazmiera binti Ahmad Shabani; Dundesh Kotagi; Valibhasha N; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v9i3.4833

Abstract

Digital payment systems have expanded rapidly in India and Malaysia, with UPI in India and DuitNow QR and e-wallet platforms such as MAE and Touch ‘n Go eWallet in Malaysia becoming increasingly integrated into everyday transactions. The current study aims to analyze the key determinants of digital payment adoption in two prominent Asian nations, namely, India and Malaysia. Utilizing the Technology Acceptance Model (TAM), this comparative study examines the impact of adoption of online payment platforms, perceived usefulness, perceived ease of use, perceived trust, social influence, and system quality on customer satisfaction. A quantitative methodology was employed using a 5-point Likert-scale questionnaire from 159 respondents across both regions, and the data were analyzed using SPSS. The findings show that system quality had the strongest positive effect on customer satisfaction in Malaysia (b = 0.415, p 0.05), followed by perceived usefulness (b = 0.256, p 0.05), while in India, social influence (b = 0.549, p 0.05) and system quality (b = 0.437, p 0.05) were the strongest positive predictors. This research provides strategic insights for financial institutions and policymakers in emerging markets.
Co-Authors Aina Afrina binti Azhar Ainul Kamilah binti Zolkiffly Ainul Mardhiah binti Zolkiffly Ainur Shazmiera binti Ahmad Shabani Azad Muzaffar Abdul Rahim Buvanesswari A/P Gunasekar Celeste Jie Yu Chin Daisy Mui Hung Kee Daisy Mui Hung Kee Dundesh Kotagi Haslindar Ibrahim Jing Foo Yee Kavyashree B Likitha D Sanjay H N Tat Cheng Chan Valibhasha N