THE RELATIONSHIP BETWEEN BRAND PERSONALITY AND CUSTOMER SATISFACTION IN LOCAL PREMIUM COFFEE SHOP
Abstract
Many studies have focuses on customer satisfaction at restaurant. However very few studies that focuses on coffee shop in Malaysia. Moreover, study on relationship between brand personality and customer satisfaction in Local Premium coffee shop in Malaysia is considering limited. Therefore, this present study aims (1) to examine the relationship between brand personality and customer satisfaction and (2) to determine which brand personality attribution that highly influence customers’ satisfaction. A quantitative study was conducted and a set of questionnaire was developed. The data was collected through surveyed and completed by 400 respondents who had experiences dined-in at the Local Premium Coffee Shops in Klang Valley, Selangor Malaysia. The findings revealed that brand personality correlate with customers’ satisfaction and ruggedness attribute is the most influence to customer satisfaction. This implies that the owners and managers need to enhance their brand personality thru sincerity, competence, sophistication and ruggedness to improve customers’ satisfaction.
References
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Arora, R., & Stoner, C. (2009). A mixed method approach to understanding brand personality. Journal of Product & Brand Management, 18(4), 272–283. doi:10.1108/10610420910972792
Bookman, S. (2013). Coffee brands, class and culture in a Canadian city. European Journal of Cultural Studies, 16(4), 405–423. doi:10.1177/1367549413484298
Canny, I. (2014). Measuring the Mediating Role of Dining Experience Attributes on Customer Satisfaction and Its Impact on Behavioral Intentions of Casual Dining Restaurant in Jakarta. International Journal of Innovation, Management and Technology, 5(1). doi:10.7763/IJIMT.2014.V5.480
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Choong, W., Hafiz, N., & Yew, K. (2013). Jurnal Teknologi Full paper Overview on SMEs Family-run Local Coffee Shop in Malaysia : Challenges and Determinants of Survival. Jurnal Teknologi, 2, 103–107.
De Moya, M., & Jain, R. (2013). When tourists are your “friends”: Exploring the brand personality of Mexico and Brazil on Facebook. Public Relations Review, 39(1), 23–29. doi:10.1016/j.pubrev.2012.09.004
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International Coffee Organization. (2014). Icc 112-4 27. ICC 112-4. Retrieved from www.ico.org
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Jung, H. S., & Yoon, H. H. (2012). Why do satisfied customers switch? Focus on the restaurant patron variety-seeking orientation and purchase decision involvement. International Journal of Hospitality Management, 31(3), 875–884. doi:10.1016/j.ijhm.2011.10.006
Jung, H. S., & Yoon, H. H. (2013). Do employees’ satisfied customers respond with an satisfactory relationship? The effects of employees’ satisfaction on customers’ satisfaction and loyalty in a family restaurant. International Journal of Hospitality Management, 34, 1–8. doi:10.1016/j.ijhm.2013.02.003
Krejcie, R. V, & Morgan, D. W. (1970). Determining Sample Size for Research Activities, 38, 607–610.
Lada, S., & Md. Sidin, S. (2012). Moderating Effects of the Brand Concept on the Relationship between Brand Personality. Brand Management, 14(6), 458–466. doi:10.1057/palgrave.bm.2550090
Lee, Jeonghoon and Lee, H. (2013). Does Satisfaction Affect Brand Personality?, 17(2), 133–148.
Liang, W.-K., & Rou-An, W. (2012). Analysis of Coffee shop market –a Case study of UK, 2010, 4. Retrieved from http://ir.lib.stust.edu.tw/bitstream/987654321/18207/1/PID2338685.pdf
Lin, L.-Y. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1), 4–17. doi:10.1108/10610421011018347
Muller, C. (1996). Characteristics and behavior of top chain-restaurant CEOs. The Cornell Hotel and Restaurant Administration Quarterly, 37(3), 7. doi:10.1016/0010-8804(96)86816-9
Pallant, J. (2011). Spss survival manual. In SPSS Survival Manual; A step by step guide to data analysis using SPSS (4th Editio., p. 41). Allen & Unwin.
Pongsiri, K. (2013). Market Feasibility for New Brand Coffee House : The Case Study of Thailand, 7(8), 1142–1145.
Romaniuk, J. (2008). Comparing Methods of Measuring Brand Personality Traits. Journal of Marketing Theory and Practice, 16,2, 153.
Roustasekehravani, A., Bakar, A., & Hamid, A. (2014). Do Brand Personality Really Enhance Satisfaction and Loyalty Toward Brand ? A Review of Theory and Empirical Research, 6(25), 174–184.
Siu, N. Y.-M., Zhang, T. J.-F., & Yau, C.-Y. J. (2013). The Roles of Justice and Customer Satisfaction in Customer Retention: A Lesson from Service Recovery. Journal of Business Ethics, 114(4), 675–686. doi:10.1007/s10551-013-1713-3
Tran, X., Dauchez, C., & Szemik, a.-M. (2013). Hotel brand personality and brand quality. Journal of Vacation Marketing, 19(4), 329–341. doi:10.1177/1356766713481218
Valette-Florence, P., Guizani, H., & Merunka, D. (2011). The impact of brand personality and sales promotions on brand equity. Journal of Business Research, 64(1), 24–28. doi:10.1016/j.jbusres.2009.09.015
Valette-Florence, R., & De Barnier, V. (2013). Towards a micro conception of brand personality: An application for print media brands in a French context. Journal of Business Research, 66(7), 897–903. doi:10.1016/j.jbusres.2011.12.008
Wong, P. (2014). 10 Best Cafes in Kuala Lumpur. Kuala Lumpur Magazine. Retrieved from http://www.kuala-lumpur.ws/magazine/10-cafes-kuala-lumpur.htm
Arora, R., & Stoner, C. (2009). A mixed method approach to understanding brand personality. Journal of Product & Brand Management, 18(4), 272–283. doi:10.1108/10610420910972792
Bookman, S. (2013). Coffee brands, class and culture in a Canadian city. European Journal of Cultural Studies, 16(4), 405–423. doi:10.1177/1367549413484298
Canny, I. (2014). Measuring the Mediating Role of Dining Experience Attributes on Customer Satisfaction and Its Impact on Behavioral Intentions of Casual Dining Restaurant in Jakarta. International Journal of Innovation, Management and Technology, 5(1). doi:10.7763/IJIMT.2014.V5.480
Caroline. (2014). In Malaysia, coffee to go with urban growth. The Straits Times. Retrieved from http://www.straitstimes.com/st/print/2121278
Choong, W., Hafiz, N., & Yew, K. (2013). Jurnal Teknologi Full paper Overview on SMEs Family-run Local Coffee Shop in Malaysia : Challenges and Determinants of Survival. Jurnal Teknologi, 2, 103–107.
De Moya, M., & Jain, R. (2013). When tourists are your “friends”: Exploring the brand personality of Mexico and Brazil on Facebook. Public Relations Review, 39(1), 23–29. doi:10.1016/j.pubrev.2012.09.004
Euromonitor. (2013). Global Cafe Culture: The Continuing Evolution of the Third Place. Euromonitor International. Retrieved June 2, 2015, from http://www.euromonitor.com/global-cafe-culture-the-continuing-evolution-of-the-third-place-/report
Freling, T. H., Crosno, J. L., & Henard, D. H. (2011). Brand personality appeal: Conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39(3), 392–406. doi:10.1007/s11747-010-0208-3
Goi, C. (2013). Factors Influencing Customers to Visit Coffee Chains Goi. World Review of Business Research, 3(4), 172–183.
International Coffee Organization. (2014). Icc 112-4 27. ICC 112-4. Retrieved from www.ico.org
Jacob, C., Guéguen, N., & Boulbry, G. (2014). Using verbal attention to enhance restaurant customer satisfaction and behavior. International Journal of Hospitality Management, 39, 50–52. doi:10.1016/j.ijhm.2014.02.004
Jung, H. S., & Yoon, H. H. (2012). Why do satisfied customers switch? Focus on the restaurant patron variety-seeking orientation and purchase decision involvement. International Journal of Hospitality Management, 31(3), 875–884. doi:10.1016/j.ijhm.2011.10.006
Jung, H. S., & Yoon, H. H. (2013). Do employees’ satisfied customers respond with an satisfactory relationship? The effects of employees’ satisfaction on customers’ satisfaction and loyalty in a family restaurant. International Journal of Hospitality Management, 34, 1–8. doi:10.1016/j.ijhm.2013.02.003
Krejcie, R. V, & Morgan, D. W. (1970). Determining Sample Size for Research Activities, 38, 607–610.
Lada, S., & Md. Sidin, S. (2012). Moderating Effects of the Brand Concept on the Relationship between Brand Personality. Brand Management, 14(6), 458–466. doi:10.1057/palgrave.bm.2550090
Lee, Jeonghoon and Lee, H. (2013). Does Satisfaction Affect Brand Personality?, 17(2), 133–148.
Liang, W.-K., & Rou-An, W. (2012). Analysis of Coffee shop market –a Case study of UK, 2010, 4. Retrieved from http://ir.lib.stust.edu.tw/bitstream/987654321/18207/1/PID2338685.pdf
Lin, L.-Y. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1), 4–17. doi:10.1108/10610421011018347
Muller, C. (1996). Characteristics and behavior of top chain-restaurant CEOs. The Cornell Hotel and Restaurant Administration Quarterly, 37(3), 7. doi:10.1016/0010-8804(96)86816-9
Pallant, J. (2011). Spss survival manual. In SPSS Survival Manual; A step by step guide to data analysis using SPSS (4th Editio., p. 41). Allen & Unwin.
Pongsiri, K. (2013). Market Feasibility for New Brand Coffee House : The Case Study of Thailand, 7(8), 1142–1145.
Romaniuk, J. (2008). Comparing Methods of Measuring Brand Personality Traits. Journal of Marketing Theory and Practice, 16,2, 153.
Roustasekehravani, A., Bakar, A., & Hamid, A. (2014). Do Brand Personality Really Enhance Satisfaction and Loyalty Toward Brand ? A Review of Theory and Empirical Research, 6(25), 174–184.
Siu, N. Y.-M., Zhang, T. J.-F., & Yau, C.-Y. J. (2013). The Roles of Justice and Customer Satisfaction in Customer Retention: A Lesson from Service Recovery. Journal of Business Ethics, 114(4), 675–686. doi:10.1007/s10551-013-1713-3
Tran, X., Dauchez, C., & Szemik, a.-M. (2013). Hotel brand personality and brand quality. Journal of Vacation Marketing, 19(4), 329–341. doi:10.1177/1356766713481218
Valette-Florence, P., Guizani, H., & Merunka, D. (2011). The impact of brand personality and sales promotions on brand equity. Journal of Business Research, 64(1), 24–28. doi:10.1016/j.jbusres.2009.09.015
Valette-Florence, R., & De Barnier, V. (2013). Towards a micro conception of brand personality: An application for print media brands in a French context. Journal of Business Research, 66(7), 897–903. doi:10.1016/j.jbusres.2011.12.008
Wong, P. (2014). 10 Best Cafes in Kuala Lumpur. Kuala Lumpur Magazine. Retrieved from http://www.kuala-lumpur.ws/magazine/10-cafes-kuala-lumpur.htm
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Published
2018-12-31
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Social Science (Finance, Management, Accounting, Business, Humanities)
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Unit Penyelidikan, Inovasi dan Komersialan
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