Analysis of Factors Affecting Customer Loyalty to Starbucks

This article focuses on the key factors influencing customer loyalty within Starbucks' coffee brand business. To comprehend which factors have the greatest impact on coffee purchasing behavior, we employed various statistical methods and modeling techniques, including logistic regression and hypothesis testing, utilizing the R programming language. Our results reveal that Starbucks customers' price evaluations and spending patterns significantly influence their behavior. We also found that customers perceive the prices as somewhat expensive, and spending less than 20RM per purchase is the most crucial factor in fostering loyalty. We subsequently formulated these factors into a binary logistic regression equation to establish their relationship with loyalty, which is statistically reliable. Moreover, we conducted a series of analyses to identify potential causes. It is estimated that customers who spend between RM 20 and RM 40 may find the product reasonably priced and may develop brand loyalty or even a coffee addiction. Finally, we propose a series of solutions to address these findings.