Starbucks Loyalty Reward application in Vietnam – identifying the impact of the app on Starbucks’ customers in Vietnam using the technology acceptance model
Nguyen, Thien (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202004175211
https://urn.fi/URN:NBN:fi:amk-202004175211
Tiivistelmä
The subject of this research thesis involves the newly launched Starbucks’ Application in Vietnam, a developing market, to see whether it can create an enhancing customer effect on Starbucks’ customers.
Based on the theoretical framework and the research model, this research applies the Technology Acceptance Model with three major constructs Perceived Ease of Use, Perceived Usefulness and Enhanced Customer Experience. Four hypotheses were developed and tested with data obtained through questionnaire survey to determine the effect of the app on customers.
The results based on data analysis collected from 103 Vietnamese respondents (down to 84 after elimination) through online survey; and secondary data collected from other studies. The important findings of the research were PEOU and PU have strong effect on each other. However, there were no connection between each of these and both of them to enhancing the customer experience. The possible reasons behind this might be the lack of functions in the Vietnamese version of the Starbucks App and the and lack of supported marketing programs to promote usage in Vietnam market. To sum up, this thesis provided several possible theoretical; managerial implications and recommendations for better results in the future.
Based on the theoretical framework and the research model, this research applies the Technology Acceptance Model with three major constructs Perceived Ease of Use, Perceived Usefulness and Enhanced Customer Experience. Four hypotheses were developed and tested with data obtained through questionnaire survey to determine the effect of the app on customers.
The results based on data analysis collected from 103 Vietnamese respondents (down to 84 after elimination) through online survey; and secondary data collected from other studies. The important findings of the research were PEOU and PU have strong effect on each other. However, there were no connection between each of these and both of them to enhancing the customer experience. The possible reasons behind this might be the lack of functions in the Vietnamese version of the Starbucks App and the and lack of supported marketing programs to promote usage in Vietnam market. To sum up, this thesis provided several possible theoretical; managerial implications and recommendations for better results in the future.