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Customer Trust and Loyalty in Malaysia's F&B

This study examines customer satisfaction, trust, and loyalty in Malaysia's ice cream and milk tea industry, specifically focusing on Mixue Ice Cream & Tea. The findings indicate a positive relationship between customer satisfaction and loyalty, as well as between customer trust and loyalty, while revealing no significant link between customer satisfaction/trust and brand loyalty. The research contributes to understanding how these factors influence brand competitiveness and offers strategic recommendations for improvement.

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5 views1 page

Customer Trust and Loyalty in Malaysia's F&B

This study examines customer satisfaction, trust, and loyalty in Malaysia's ice cream and milk tea industry, specifically focusing on Mixue Ice Cream & Tea. The findings indicate a positive relationship between customer satisfaction and loyalty, as well as between customer trust and loyalty, while revealing no significant link between customer satisfaction/trust and brand loyalty. The research contributes to understanding how these factors influence brand competitiveness and offers strategic recommendations for improvement.

Uploaded by

thum26496
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Assessing Customer Trust, Satisfaction, and Loyalty in the Malaysian Ice Cream and Milk Tea

Industry

ABSTRACT

This study investigates customer satisfaction, trust, and loyalty within Malaysia's ice
cream and milk tea industry, focusing on Mixue Ice Cream & Tea. While previous research has
predominantly examined how factors such as taste, perceived price, and service quality impact
customer satisfaction, this study aims to bridge the gap by exploring the transition from
customer loyalty to brand loyalty and its subsequent effect on brand competitiveness. Utilizing a
quantitative approach, online surveys were administered to milk tea consumers across
Malaysia. The analysis reveals that customer satisfaction and customer loyalty have a positive
association, supporting Hypothesis H1, while customer trust significantly influences customer
loyalty, confirming Hypothesis H2. However, the analysis rejects Hypotheses H4 and H5,
indicating no substantial positive association between customer satisfaction and trust with
brand loyalty. Notably, customer loyalty shows a strong positive relationship with brand loyalty,
thus supporting Hypothesis H3. These findings contribute to the existing literature by detailing
how customer satisfaction and trust evolve into strong brand loyalty and provide strategic
recommendations to enhance Mixue Ice Cream & Tea's competitiveness in the F&B sector.

The Research Model

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