The Effect of Marketing Strategies of Luixing Coffee on Consumer Satisfaction and Brand Switch
DC Field | Value | Language |
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dc.contributor.author | Zhang, Bowan | - |
dc.contributor.author | 조승호 | - |
dc.date.accessioned | 2024-01-18T07:00:19Z | - |
dc.date.available | 2024-01-18T07:00:19Z | - |
dc.date.issued | 2023-12 | - |
dc.identifier.issn | 2765-401X | - |
dc.identifier.uri | https://scholarworks.bwise.kr/ssu/handle/2018.sw.ssu/49033 | - |
dc.description.abstract | This study investigated customers why they purchase Luixing Coffee by analyzing effectiveness of product, price, distribution channel, promotion, and packaging as independent variables, and customer satisfaction and brand-switching behavior as dependent variables. The purpose was to verify the impact of Luixing's five marketing strategies on customer satisfaction and brand-switching behavior. Luixing Coffee has achieved a successful marketing strategy in countering Starbucks. This study aims to examine how the brand transformation occurred through the analysis of each marketing strategy. A survey was conducted with consumers who have purchased Luixing Coffee in Shanghai, China, through online over one week. Finally, data were collected for analysis, with a sample size of 400. Data analysis was performed using SPSS. The results of this study indicated that the five marketing strategies of product, price, distribution channel, promotion, and packaging had a positive impact on customer satisfaction and brand-switching behavior. The most impactful element among the marketing strategies for brand switching was the promotional strategy. The factor that had the greatest impact on satisfaction was the pricing strategy. | - |
dc.format.extent | 7 | - |
dc.language | 영어 | - |
dc.language.iso | ENG | - |
dc.publisher | 한국비즈니스학회 | - |
dc.title | The Effect of Marketing Strategies of Luixing Coffee on Consumer Satisfaction and Brand Switch | - |
dc.title.alternative | The Effect of Marketing Strategies of Luixing Coffee on Consumer Satisfaction and Brand Switch | - |
dc.type | Article | - |
dc.identifier.doi | 10.31152/JB.2023.12.8.6.101 | - |
dc.identifier.bibliographicCitation | 비즈니스융복합연구, v.8, no.6, pp 101 - 107 | - |
dc.identifier.kciid | ART003044507 | - |
dc.citation.endPage | 107 | - |
dc.citation.number | 6 | - |
dc.citation.startPage | 101 | - |
dc.citation.title | 비즈니스융복합연구 | - |
dc.citation.volume | 8 | - |
dc.publisher.location | 대한민국 | - |
dc.description.isOpenAccess | N | - |
dc.subject.keywordAuthor | luixing coffee | - |
dc.subject.keywordAuthor | marketing strategies | - |
dc.subject.keywordAuthor | consumer satisfaction | - |
dc.subject.keywordAuthor | brand-switching | - |
dc.description.journalRegisteredClass | kci | - |
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