An analysis of quality products and customer experiences to customer buying decisions making: a case study at starbucks alam sutra (flavor bliss)

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An analysis of quality products and customer experiences to customer buying decisions making: a case study at starbucks alam sutra (flavor bliss)

Yunardo, Felix - Personal Name; Saroso, Pudyotomo A. - Personal Name; Simatupang, Parhimpunan - Personal Name;

not as simple as in the past when their needs and want were easy to indentify. They are smarter and more sophisticated in choosing a certain hospitality product. Hence, it's necessary that the hospitality industries having well knowledge about their customer buying decision behaviour. The purpose of it is to avoid the industries lost their sight about their customers' needs and wants while running in the tight competitions in coffee stores. The objective of this research was to examine whether the quality of products and customer experience influences the customer buying decision or not. Descriptive research method was used to survey 118 customers at Starbucks Alam Sutera. The result of the analysis reveals a positive correlation between quality products and customer experiences to the customer buying decision at Starbucks.

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Series Title: -
Call Number: 1447
Publisher: : Swiss German University., 2013
Collation: -
Language: English
ISBN/ISSN: -
Classification: NONE
Content Type: -
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Carrier Type: -
Edition: -
Subject(s): HTM
Specific Detail Info: -
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