Loyalty Program, Store Satisfaction and Starbuck’s Brand Loyalty Among the Millennial

摘要

The topic of brand loyalty is one of the main attraction and concerns among researcher nowadays. The purpose of this research is to examine the relationship between loyalty program, store satisfaction and brand loyalty of Starbucks’ millennial customers in Sarawak. The independentvariables involved in this research are loyalty program and store satisfaction while the dependent variable is brand loyalty. The foundations of loyalty program, store satisfaction and brand loyalty were assessed using a validated questionnaire. A total of 200 respondents of Starbucks’millennial customers participated in the survey. The empirical results indicate that the loyalty program was found to be significant with strong correlation and positive relationship with brand loyalty. Also, the relationship between store satisfactions was found to be significant with verystrong correlation and positive relationship with brand loyalty. The main contribution of this paper has provided empirical evidence about the relationship between loyalty program and store satisfaction on brand loyalty. Moreover, it reveals the factor that influences most on brand loyaltyof Starbucks’ millennial customer in Sarawak is store satisfaction. Areas for future research are also discussed in this research.