Exploring the antecedents and consequences of the coffee quality of Starbucks: a case study

초록

Purpose The purpose of this study is to analyze the influence of coffee quality on brand preference and loyalty using Starbucks as a study subject. The determinants of coffee food healthiness are also investigated. Design/methodology/approach Food quality measures are composed of healthiness, taste, customization, price fairness and convenience. Hygiene and nutrition disclosure were examined as determinants of food healthiness. The highlighted food quality attributes were brand love and brand loyalty. Data were collected using Amazon Mechanical Turk. A total of 431 observations were used for data analysis. A structural equation model was conducted for hypotheses testing. Findings The results revealed that healthiness is positively associated with hygiene and nutrition disclosure. Brand love is also significantly influenced by healthiness, taste, customization and price fairness. Moreover, taste and price fairness appeared to be essential determinants of Starbucks brand loyalty. Originality/value This study scrutinized food quality in the domain of coffee business, and presented implications for the business. Data collected in this study contributed to the literature by revealing quality attributes of coffee and its determinants and also showing the significant relationship between coffee food quality, brand love and brand loyalty.

키워드