Examining the Key Drivers of Customer Loyalty in the Coffee Retail Industry: Evidence from Starbucks Customers

Yee Huei Lok (Universiti Utara Malaysia)
Lay Hong Tan (Universiti Teknikal Malaysia Melaka)
Ranjith PV (Presidency University)
Kishan Singh Rathore (Amity University Madhya Pradesh Gwalior)
Pui Zhi Cheong (Universiti Sains Malaysia)
Kah Song Chew (Universiti Sains Malaysia)
Wei Yi Chew (Universiti Sains Malaysia)
Jia Sheng Chia (Universiti Sains Malaysia)
Anas Anas (IMS Ghaziabad)
Pratishthit Chauhan (Amity University)
Daisy Mui Hung Kee (Universiti Sains Malaysia, Penang, Malaysia)

International Journal of Tourism and Hospitality in Asia Pasific
Vol 9, No 2 (2026): June 2026

Starbucks is one of the leading global coffeehouse chains known for its strong brand presence and customer-centric approach. However, in today’s highly competitive food and beverage market, maintaining customer loyalty and encouraging repeat purchases remain crucial challenges. This study aims to examine the key factors influencing customer loyalty toward Starbucks, focusing on service quality, perceived value, product quality, and price. A quantitative research design was adopted using a structured questionnaire distributed through Google Forms to customers who have purchased from Starbucks. The data will be analyzed using statistical techniques to examine the correlations among the variables. Our findings show that perceived value, product quality, and price have significant positive effects on customer loyalty. However, service quality has non-significant negative effects on customer loyalty. The results of this study will provide valuable managerial insights to enhance marketing strategies, strengthen customer engagement, and maintain long-term loyalty. This study also contributes to the understanding of customer behavior in the food and beverage industry, particularly within international coffeehouse brands