The impact of customer experience towards customer satisfaction and customer loyalty - The case of Starbucks in Ho Chi Minh city
Hien, Huynh Ngoc Truc
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This study’s objective is to understand the influence of customer experience on customer satisfaction and loyalty, therefore, this study aims to analyze how the factors of customer experience at Starbucks impact customer satisfaction, which might affect the customer intention of revisit or customer loyalty. A research model was developed based on three modules of customer experience – sensory, emotional and social experience – and service quality to examine the relationship among these factors and customer satisfaction and loyalty. PLS-SEM, which is Partial Least Squared-Structural Equation Modelling was applied to analyze 335 valid respondents gathered through questionnaires using convenient sampling method. The empirical findings prove that three modules of customer experience and service quality have significant relationships with customer satisfaction of Starbucks. The findings also reveal that customer satisfaction can encourage customer loyalty. These practical findings can help managers in coffee industry gain new insights to catch up with factors influencing customer satisfaction and loyalty, additionally provide some recommendation to help Starbucks improve their customer experience better. Keywords: customer experience, service quality, customer satisfaction, customer loyalty, Starbucks, coffee industry.