Abstract
Use of motivation is a central issue for coffee industry to understand customer’s future consumption behavior. In this paper, we need to verify the effect of the use of motivation on customer’s satisfaction and loyalty of the Starbucks coffee shop. Surveys were completed from January 10th to March 10th by a total of 227 customers of which 37 questionnaires were used as the data. The data were analyzed by SPSS win 23.0 and AMOS 23.0. The research study aims to study whether or not the use of motivation factors could be divided to five factors(boasting, enjoyment, convenience, socializing, and curiosity) and to discover the use of motivation factors affecting customer’s satisfaction and loyalty. Also, this study explored whether or not the customer’s satisfaction played a mediating role between the five use of motivation factors and loyalty. The results of this study are as follows: Firstly, the result of the exploratory factorial analysis was that the use of motivation was conceptualized as five distinct dimensions: boasting, convenience, socializing, curiosity and enjoyment. Secondly, results revealed that the use of motivation affected customer’s satisfaction except delight factor. Lastly, customer’s satisfaction significantly affected loyalty.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
