Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Applied Business and International Management
Nasri, Abrisam Abassy Shaiful
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Determinants of Customer Satisfaction in the Coffee Chain Industry: Evidence from Malaysia Tan, Lay Hong; Nasri, Abrisam Abassy Shaiful; Ong, Aderline Shi Han; Halim, Adlyn Syamsina Abdul; Hamat, Ahmad Reza Palavi; Das, Namit; D, Neha Treesa; Kee, Daisy Mui Hung
International Journal of Applied Business and International Management Vol 11, No 1 (2026): April 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v11i1.4559

Abstract

As a globally recognized coffeehouse chain, Starbucks operates in a highly competitive industry where understanding customer preferences is essential for sustaining a competitive advantage. This study examines the determinants of customer satisfaction among coffee chain customers in Malaysia, using Starbucks as the focal case context, with emphasis on product quality, price fairness, service quality, and brand image. A quantitative research design was employed, and data were collected from 200 Starbucks customers through an online questionnaire. The data were analyzed using SPSS, including reliability analysis, Pearson correlation, and multiple regression analysis. The results indicate that the model explains 62.7% of the variance in customer satisfaction (R² = 0.627, F = 81.968, p 0.001). All four variables were found to be statistically significant predictors, with price fairness emerging as the strongest determinant (? = 0.299, p 0.001), followed by brand image (? = 0.240, p 0.001), service quality (? = 0.203, p 0.01), and product quality (? = 0.167, p 0.05). The findings suggest that customer satisfaction is driven more by perceived value and brand-related factors than by product attributes alone. Practically, managers should emphasize value-based strategies while maintaining consistent service quality to enhance customer satisfaction.
Co-Authors D, Neha Treesa Das, Namit Halim, Adlyn Syamsina Abdul Hamat, Ahmad Reza Palavi Kee, Daisy Mui Hung Ong, Aderline Shi Han Tan, Lay Hong