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Journal : Journal of the Community Development in Asia

Customer Trust, Satisfaction, and Brand Loyalty: A Study on Mixue Ice Cream & Tea in Malaysia Najwan, Hala; Jian, Oh ZI; Goh, Wen Kai; Foo, Yong Teng; Azali, Fatimah Az Zahraa`; Gao, Xi; Tripathi, Arya; Kee, Daisy Mui Hung
Journal of The Community Development in Asia Vol 7, No 3 (2024): September 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v7i3.3504

Abstract

This study investigates customer satisfaction, trust, and loyalty within Malaysia's low-end milk tea industry, with a focus on Mixue Ice Cream & Tea. While previous research has predominantly examined how factors such as taste, perceived price, and service quality impact customer satisfaction, this study aims to bridge the gap by exploring the transition from customer loyalty to brand loyalty and its subsequent effect on brand competitiveness. Utilizing a quantitative approach, online surveys were administered to milk tea consumers across Malaysia. Our findings offer insights into brand loyalty and identify important predictors. Our study provides strategic recommendations to enhance Mixue Ice Cream & Tea's brand loyalty, thereby increasing its competitiveness in the F&B sector. Our research contributes to the existing literature by detailing how customer satisfaction and trust evolves into strong brand loyalty, highlighting the roles of customer trust and satisfaction in fostering overall customer loyalty.
Assessing Customer Trust, Satisfaction, and Loyalty in the Malaysian Ice Cream and Milk Tea Industry Najwan, Hala; Jian, Oh ZI; Goh, Wen Kai; Foo, Yong Teng; Azali, Fatimah Az Zahraa`; Gao, Xi; Tripathi, Arya; Kee, Daisy Mui Hung
Journal of The Community Development in Asia Vol 7, No 3 (2024): September 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v7i3.3504

Abstract

This study investigates customer satisfaction, trust, and loyalty within Malaysia's ice cream and milk tea industry, focusing on Mixue Ice Cream Tea. While previous research has predominantly examined how factors such as taste, perceived price, and service quality impact customer satisfaction, this study aims to bridge the gap by exploring the transition from customer loyalty to brand loyalty and its subsequent effect on brand competitiveness. Utilizing a quantitative approach, online surveys were administered to milk tea consumers across Malaysia. The analysis reveals that customer satisfaction and customer loyalty have a positive association, supporting Hypothesis H1, while customer trust significantly influences customer loyalty, confirming Hypothesis H2. However, the analysis rejects Hypotheses H4 and H5, indicating no substantial positive association between customer satisfaction and trust with brand loyalty. Notably, customer loyalty shows a strong positive relationship with brand loyalty, thus supporting Hypothesis H3. These findings contribute to the existing literature by detailing how customer satisfaction and trust evolve into strong brand loyalty and provide strategic recommendations to enhance Mixue Ice Cream Tea's competitiveness in the FB sector
A Study on Successful Brand Promotion Strategy of Coway Singh, Padmalini; S, Divya; Shan, Lim Chee; Kee, Daisy Mui Hung; Wei, Lee Zhen; Yee, Hong Chin; Xinyu, Mao; Binti Jamry, Nuruldiana; Jian, Oh Zi; Binti Arsathali, Nor Ramadhani; Binti Kamaruzzaman, Nurul Erni Athirah
Journal of The Community Development in Asia Vol 4, No 1 (2021): January 2021
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v4i1.1000

Abstract

The innovation of industrial technology is growing rapidly every day. One of them is The Coway company which produce air purifier and water purifier, whose main vision is to preserve an environment. This company has branches in India and Malaysia. For our research study, we have considered consumer products such as air purifier and water purifiers with marketing communication channel which will affect public’s buying behavior on Conway products. There are various marketing promotion channels to be used by companies and however, the best way to reach the customers are always challenging. This study involves primary data through a survey and involves to identify the best promotion channels that the public in India and Malaysia would vote for. This study helps Coway to promote their products through best strategy so that they can increase the market share through consumers feedback in terms of promotion strategies.
Co-Authors A.A. Gde Satia Utama, A.A. Gde Satia A/L Rajendran, Jeevendra Ali, A. J. Amir Hamzah, Nur Ardina Andriawan, Nofel Azali, Fatimah Az Zahraa` Azizi, Nurin Zahirah Bt Azman, Nursyazana Afiqah Bt Azman, Salma Binti Baliyan, Meenu Bansal, Mani Bin Azhar, Mohamad Fikri Bin Hasly, Wafiq Binti Abdullah, Norazwa Binti Ahmad, Siti Nur Madhiah Binti Al-Rifae, Ramizah Fatimah Binti Arsathali, Nor Ramadhani Binti Ibrahim, Putri Nur Illya Balkhis Binti Jamry, Nuruldiana Binti Kama’Aziri, Nur Shafiqah Binti Kamaruzzaman, Nurul Erni Athirah Binti Mohamad Hussa, Nur Syawaltul Aisyah Binti Mohd Azlan, Nur Amiera Sofea Binti Wan Musa, Wan Nurin Afrina Chaudhary, Manoj Kumar Chun, Leong Kar Dewanti, Rosa Ayu Fitria, Yasmin Nur Foo, Yong Teng Gadi, Paul Dung Gao, Xi Goh, Wen Kai Halim, Nur Aqilah Abdul Hao, Jeremy Tou Jia Hassan, Nurul Husna Bt Heng, Joseph Tan Soo Hoo, Chan Weng Huei, Lok Yee Kee, Daisy Mui Hung Khairul Anuar, Nur Izzati Binti Khairul Azhar, Nurin Amni Bt Khee, Wong See Kumar, Akash Kumar, Kuldeep Kumari, Nidhi Lee, Wei Xin Lee Lee, Xuan Yee Lee, Yun Qi Lee, Zhi Wei Liem, Gai Sin Lok, Yee Huei Mazzuan, Nur Alya Maisarah Mohamad Nadzri, Siti Nurhafiza Binti Mohamad Yusoff, Salsabila Binti Mohd Kassim, Nur Hidayah Binti Najwan, Hala Pandey, Rudresh Qiong Wu Rohaan, Mohd S, Divya Sahu, Aditya Kumar Sekhar, Tushanthan A/L Shan, Lim Chee Sharma, Brahmmanand Sharma, Pawni Sheng, Dave Hoo Sheng, Toh Kok Shukla, Suraj Sin, Liem Gai Singh, Padmalini Sinha, Akash Siva-Muniandy, Serena Taherin A/P Srivastav, Kundan Pratap Thalib, Salsabilah Hani Tomar, Sania Tripathi, Arya Tunde, Odebunmi Abayomi Valentine, Decesta Kelcya Wee, Liew Siaw Wee, Lim Xin Wei, Lee Zhen Wen, Tianyu Wu, Yuchun Xi, Yucong Xian, Tham Chui Xinyu, Mao Yadav, Laxmi Suresh Yee, Hong Chin Ying, Lim York Ying, Teoh Zhi Yusra, Nur Amalina Hadirah Zaihaimi, Nur Husnina Amila Binti Zulkifli, Nur Shakirah Binti