| dc.description.abstract | We are coming to the age of globalization where companies are expected to be flexible and adaptive more than ever in order to meet customer demand as well as develop further the business. Focusing on Beverage market, we are aware of the rapid change in coffee chain business and its potentials in Vietnam, a developing country that has currently attracted lots of foreign investment. However, to survive in such competitive market is not easy since it requires lots of efforts, including Customer Loyalty as the high-end goal that every small to big company dreams to pursue it wholly.
Hence, we are approaching Starbucks in Vietnam, a foreign coffee name that is really famous all around the world, as a case for the academic research. Questions and objectives are listed with restraints, scope and significance in order to create the consistency of the research.
In order to conduct a research, literature reviews are necessary to give better understanding about what we are going to do and help us find out the appropriate model to adapt. After that, the decision of choosing which methods, techniques and measurement scale to use in Methodology must be finished carefully in order to support the primary step: Data analysis. In that step, data collected from survey will be gone through selected methods and techniques include: Descriptive statistics, Reliability statistics, Exploratory Factor Analysis, Pearson Testing and Multiple Regression. Each step has its own technique to find out the most reliable and precise items to support the final findings. After the result is conducted, we will try to explain it as well as provide recommendation and suggestion. | en_US |
