Abstract
The purpose of this study is to investigate positioning strategy according to global franchise coffee shop brands. Discriminant Analysis was utilized to suggest methodological framework that seeks to find their relative positions in the coffee shop brands. As a result, the results show that six factors (employee’s service, brand image, physical environment, marketing, coffee quality, and accessibility) were extracted from Exploratory Factor Analysis that contains twenty seven questions related to service quality of coffee shop. Second, Discriminant Analysis revealed that three factors out of six including brand image, physical environment, and accessibility showed the highest discriminant power. Based on the three factors, positioning maps were made and the location of five brands were identified.
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.
