Determinants of Customer Satisfaction among Youths Who Consume Bubble Tea (Tealive) in Selangor, Malaysia

Ooi Shir May¹,  Mohd. Azwardi Bin Md. Isa²,  Ong Chi Ley³
¹College of Law, Government and International Studies, Universiti Utara Malaysia (This email address is being protected from spambots. You need JavaScript enabled to view it.)
²College of Law, Government and International Studies, Universiti Utara Malaysia (This email address is being protected from spambots. You need JavaScript enabled to view it.)
³College of Law, Government and International Studies, Universiti Utara Malaysia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

ABSTRACT

This study aims to investigate the impact of brand equity (brand awareness, brand association, perceived quality, brand loyalty) on customer satisfaction, and primarily focusing on Tealive consumers via the mediating role of customer consumption decision among youths in Selangor, Malaysia. A total of 394 Tealive consumers between the ages of 15 and 24 were selected to participate in a questionnaire survey. The snowball sampling technique was employed to select the samples and collected using online questionnaires (Google form) that were distributed through social media platform. SPSS Statistics version 25 software was used to analyse the usable data. Findings show that brand awareness, brand association, perceived quality, and brand loyalty have significant relationship with customer consumption decision. The study provides insight to Tealive managers and operators with convincing advice for managing and allocating business resources as well as marketing activities to improve business effectiveness and also extends contemporary knowledge by adding the customer consumption decision factor as a mediator that might directly or indirectly affect customer satisfaction of Tealive consumers.

Keywords: CBBE Model, Brand Equity, Customer Consume Decision, Customer Satisfaction, Bubble Tea Industry