“A STUDY ON MARKETING STRATEGIES AND ITS RELATION WITH CONSUMER LOYALTY: A CASE OF AMBIENCE MARKETING BY STARBUCKS BUSINESS UNIT”
DOI:
https://doi.org/10.48047/mezzvq68Keywords:
Ambiance Marketing, Consumer Loyalty, Starbucks, Marketing Strategies, Experiential MarketingAbstract
This study delves into the pivotal role of ambiance marketing in cultivating consumer loyalty, focusing on Starbucks as a case study. Amidst a competitive market landscape, ambiance marketing emerges as a crucial strategy for businesses, shaping the sensory environment to evoke emotional responses and enhance the customer experience. Through quantitative research conducted via structured questionnaires and secondary data analysis, the study investigates the nexus between ambiance marketing strategies and consumer loyalty among Starbucks patrons in Mumbai.
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References
• Alwaleed, N., Al Huwail, N. H., Singh, S., & Almejhem, A. (2019). A case study on Starbucks. Journal of the Community Development in Asia, 2(2), 1-8.
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