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The Reasons of Young Consumers’ Choice on Chain Café Stores: A Research on Starbucks

Author

Listed:
  • Serkan Akgün

    (Department of Communication Design, Niþantaþý University, Faculty of Arts and Design, Istanbul, Turkey)

  • Funda Yalým

    (Department of Public Relations and Advertising, Niþantaþý University, Faculty of Economics, Administrative and Social Sciences, Istanbul, Turkey.)

Abstract

Corporations providing services and making goods are forced to ensure customer satisfaction, to build brand loyalty, to change the way being in service by taking some changes into consideration, such as changes in living conditions, in consumers’ supply and demand, fi erce competition environment. At this point, chain café stores are appeared as preferred ones by especially young consumers in direct proportion to changes in consumers’ supply and demand. Young consumers, while going for a chain café store, pay regard to several criteria, such as store image, store atmosphere, goods/services specifi cations, and price policies. This study aims to measure the effect of young consumers going for Starbucks chain café stores on customer loyalty. This research, according to the analysis of surveys taken by 187 persons, reveals that brand image and brand follow-up have an effect on brand loyalty.

Suggested Citation

  • Serkan Akgün & Funda Yalým, 2015. "The Reasons of Young Consumers’ Choice on Chain Café Stores: A Research on Starbucks," International Review of Management and Marketing, Econjournals, vol. 5(3), pages 129-134.
    • Handle: RePEc:eco:journ3:2015-03-04
    as

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    References listed on IDEAS

    as
    1. Taner Mehmet, 2012. "A Feasibility Study for Six Sigma Implementation in Turkish Textile SMEs," South East European Journal of Economics and Business, Sciendo, vol. 7(1), pages 63-71, April.
    2. Mehmet Tolga Taner, 2013. "Critical Success Factors for Six Sigma Implementation in Large-scale Turkish Construction Companies," International Review of Management and Marketing, Econjournals, vol. 3(4), pages 212-225.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand; Consumer Behaviors; Chain Café Store Brands;
    All these keywords.

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics

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