Customer Satisfaction, Company Image, Brand Equity and Repurchase Intention: A Case Study of Starbucks Coffee Corporation in Bangkok Business District during the Impact of Covid-19

Abstract

This research aimed to study the relationships between the 4 dimensions of brand equity-brand awareness, perceived quality, brand association, and brand loyalty, company image and customer satisfaction toward repurchase intention of Starbucks Coffee Corporation in Bangkok Business District. The researcher used the multi-stage stratified sampling technique. The number of complete questionnaires was 395 respondents from 4 branches located in the 4 corners of the Sathorn intersections in Bangkok, Thailand. Therefore, this research collected quantitative data, and analyzed by SPSS. The findings of the research confirm that 3 dimensions of Brand Equity: brand awareness, perceived quality, and brand association have strong impacts on company image, customer satisfaction, and repurchase intention. However, only brand loyalty did not have any impact and is not statistically significant to those variables of Starbucks Coffee Corporation.