| dc.description.abstract | This study was conducted to evaluate customer satisfaction on products oof Starbucks in Ho Chi Minh city .Emphasis of the research is to illuastrate the relationsnhip between three levels of product such as Core product level, Actual product level, Augmented product level, as well as Brand Awareness with Customer satisfaction of
products Starbucks. In the research , data was collected from 220 respondents selected from customers at Starbucks store .The validity of the measurement scale was tested by
Cronbach‟s Alpha indicator. To analyze the data, several statistical tools were used such as
descritive analysis, principle component analysis, Peason correlation analysis and regression analysis.
With three months doing this thesis, together with the enthus guidance of
the advisor and usefull documents author collected from many sources as well as the helps from IU friends, the thesis can be completed on schedule | en_US |
