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BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA

The selected company for the case analysis and evaluation is Starbucks Coffee Malaysia Company. The company is selected due to its strong presence and established reputation in the food and beverages market, as well as its effective business approach. The corporate profile will consist of four...

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Main Authors: Chee, Zhu Yang, Mak, Seen Theng, Roy, Sharwin, Ma, Junzhe, Ali Akbar, Rafatnia
Format: Article
Language:English
Published: INTI International University 2023
Subjects:
H Social Sciences (General)
HF Commerce
Online Access:http://eprints.intimal.edu.my/1894/1/jobss2023_37.pdf
http://eprints.intimal.edu.my/1894/
http://ipublishing.intimal.edu.my/jobss.html
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spelling my-inti-eprints.18942023-12-14T02:19:15Z http://eprints.intimal.edu.my/1894/ BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA Chee, Zhu Yang Mak, Seen Theng Roy, Sharwin Ma, Junzhe Ali Akbar, Rafatnia H Social Sciences (General) HF Commerce The selected company for the case analysis and evaluation is Starbucks Coffee Malaysia Company. The company is selected due to its strong presence and established reputation in the food and beverages market, as well as its effective business approach. The corporate profile will consist of four subparts: the company's history, functions, brand positioning and competitive strategies of the organization within the local context of Malaysia. This study aims to investigate the variables contributing to the decline in sales at Starbucks Malaysia. This study examines three independent variables that are associated with the causes contributing to the decline in sales: brand image, staff interaction behavior, and overall service quality, also referred to as customer service. We shall conduct a comprehensive analysis of how these three factors contributed to the decline in Starbucks' sales in Malaysia. The study was done by distributing the questionnaire via Google Form to a sample of 120 Starbucks customers in Malaysia. The dependent variable has a positive correlation with all of the independent factors. The study's consequences lie in its ability to offer insights into the variables that contributed to the decline in sales, as well as strategies to address these issues and enhance sales while minimizing the risk of further declines. INTI International University 2023-12 Article PeerReviewed text en cc_by_4 http://eprints.intimal.edu.my/1894/1/jobss2023_37.pdf Chee, Zhu Yang and Mak, Seen Theng and Roy, Sharwin and Ma, Junzhe and Ali Akbar, Rafatnia (2023) BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA. Journal of Business and Social Sciences, 2023 (37). pp. 1-14. ISSN 2805-5187 http://ipublishing.intimal.edu.my/jobss.html
institution INTI International University
building INTI Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider INTI International University
content_source INTI Institutional Repository
url_provider http://eprints.intimal.edu.my
language English
topic H Social Sciences (General)
HF Commerce
spellingShingle H Social Sciences (General)
HF Commerce
Chee, Zhu Yang
Mak, Seen Theng
Roy, Sharwin
Ma, Junzhe
Ali Akbar, Rafatnia
BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA
description The selected company for the case analysis and evaluation is Starbucks Coffee Malaysia Company. The company is selected due to its strong presence and established reputation in the food and beverages market, as well as its effective business approach. The corporate profile will consist of four subparts: the company's history, functions, brand positioning and competitive strategies of the organization within the local context of Malaysia. This study aims to investigate the variables contributing to the decline in sales at Starbucks Malaysia. This study examines three independent variables that are associated with the causes contributing to the decline in sales: brand image, staff interaction behavior, and overall service quality, also referred to as customer service. We shall conduct a comprehensive analysis of how these three factors contributed to the decline in Starbucks' sales in Malaysia. The study was done by distributing the questionnaire via Google Form to a sample of 120 Starbucks customers in Malaysia. The dependent variable has a positive correlation with all of the independent factors. The study's consequences lie in its ability to offer insights into the variables that contributed to the decline in sales, as well as strategies to address these issues and enhance sales while minimizing the risk of further declines.
format Article
author Chee, Zhu Yang
Mak, Seen Theng
Roy, Sharwin
Ma, Junzhe
Ali Akbar, Rafatnia
author_facet Chee, Zhu Yang
Mak, Seen Theng
Roy, Sharwin
Ma, Junzhe
Ali Akbar, Rafatnia
author_sort Chee, Zhu Yang
title BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA
title_short BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA
title_full BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA
title_fullStr BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA
title_full_unstemmed BRAND IMAGE, STAFF INTERACTION BEHAVIOR AND OVERALL SERVICE QUALITY ON DECLINING SALES: A CASE STUDY OF STARBUCKS COFFEE MALAYSIA
title_sort brand image, staff interaction behavior and overall service quality on declining sales: a case study of starbucks coffee malaysia
publisher INTI International University
publishDate 2023
url http://eprints.intimal.edu.my/1894/1/jobss2023_37.pdf
http://eprints.intimal.edu.my/1894/
http://ipublishing.intimal.edu.my/jobss.html
_version_ 1787141154210316288
score 13.211869

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