Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024)

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

Authors
Jiarui Zhang1, *, Yanlin He2
1School of Economics, University of Edinburgh, Edinburgh, EH8 9AB, UK
2Cuthbert’s Society, Durham University, Durham, DH1 3LE, UK
*Corresponding author. Email: Dinah.Zhangjiarui@outlook.com
Corresponding Author
Jiarui Zhang
Available Online 7 May 2024.
DOI
10.2991/978-94-6463-408-2_67How to use a DOI?
Keywords
Loyalty program; Starbucks; Survey
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
7 May 2024
ISBN
978-94-6463-408-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-408-2_67How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jiarui Zhang
AU  - Yanlin He
PY  - 2024
DA  - 2024/05/07
TI  - The Effectiveness of Starbucks’ Loyalty Program Across Different Culture (UK: Edinburgh; China: Kunming)
BT  - Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024)
PB  - Atlantis Press
SP  - 601
EP  - 611
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-408-2_67
DO  - 10.2991/978-94-6463-408-2_67
ID  - Zhang2024
ER  -