The Effectiveness of Starbucks’ Loyalty Program Across Different Culture (UK: Edinburgh; China: Kunming)

Jiarui Zhang () and Yanlin He ()
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Jiarui Zhang: University of Edinburgh, School of Economics
Yanlin He: Durham University, Cuthbert’s Society

A chapter in Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024), 2024, pp 601-611 from Springer

Abstract: Abstract This paper is invented to investigate the effectiveness of Starbucks’ loyalty program across different cultures United Kingdom and China are the main research targets. Based on the literature reviews about the marketing strategy of Starbucks and its positioning in China and the United Kingdom, two hypotheses are designed to sufficiently represent this survey's objective. Hypothesis 1: Starbucks’ loyalty program in China is more effective than Starbucks’ loyalty program in the UK. Hypothesis 2: Consumers in China have more repurchase intentions than consumers in the UK. The survey is quantitative which is based on 6 multiple choice questions and investigated 50 people separately in two cities: Kunming (China) and Edinburgh (UK). According to the data collected and integrated the outcomes support two hypotheses. Chinese consumers have stronger purchase intentions compared to UK consumers, and the loyalty program has a better impact on the Chinese coffee market. Compared to UK consumers, and the loyalty program has a better impact on the Chinese coffee market.

Keywords: Loyalty program; Starbucks; Survey (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-408-2_67

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DOI: 10.2991/978-94-6463-408-2_67

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