Customer Behavior Influential Factors & How Coffee Brands Attain Customer Loyalty
Bui, Anh (2022)
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Lataukset:
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022112423973
https://urn.fi/URN:NBN:fi:amk-2022112423973
Tiivistelmä
Due to the rise of coffee consumption around the world, many coffee brands may have difficulties in gaining a number of loyal customers while competing with other brands. With the purpose of answering the concern they have, research regarding consumer behavior will be conducted to investigate the factors that influence one’s decision to purchase goods and further interpretation on the service quality and customer satisfaction, which are key characteristics in encouraging a one-time customer to become a loyal customer.
With the application of the qualitative research method, an online survey will be conducted and analyzed in order to support the literature reviews related to the motivation of consumers’ purchase decisions and the extent to which motivate them to become a loyal consumer of a specific coffee brand. Based on the conclusion of this research paper, coffee brands could consider implementing development strategies to attain loyal customers in the future.
With the application of the qualitative research method, an online survey will be conducted and analyzed in order to support the literature reviews related to the motivation of consumers’ purchase decisions and the extent to which motivate them to become a loyal consumer of a specific coffee brand. Based on the conclusion of this research paper, coffee brands could consider implementing development strategies to attain loyal customers in the future.