The document discusses a background research study conducted on Starbucks, the largest coffeehouse company in the world. A conceptual model was developed with four variables that could influence word-of-mouth of Starbucks: interaction behaviors, store perception, trust, and authenticity. 300 questionnaires were distributed to students at Assumption University to understand attitudes and factors influencing word-of-mouth of Starbucks and differences among demographic groups.
Original Description:
strategic mangament
Original Title
79594621 Starbucks Report Business Research Methodology
The document discusses a background research study conducted on Starbucks, the largest coffeehouse company in the world. A conceptual model was developed with four variables that could influ…