Influence of Starbucks Loyalty Program and Brand Reputation on Customer Loyalty

Abstract: This study focuses on Starbucks, examining the mediating and moderating effects of its loyalty program and brand reputation on customer loyalty. A survey was conducted with 200 customers residing in Taiwan, and structural equation modeling was used to test six hypotheses. The findings reveal that Starbucks' loyalty program has a positive mediating effect between customer satisfaction and customer loyalty. Additionally, Starbucks' brand reputation positively moderates the relationship between the loyalty program and customer loyalty. Keywords: Mediating, Moderating, Structural Equation Modeling, Customer Loyalty JEL Classification Number: M31