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The importance of Service Quality in Brand Building: A case study of Starbucks in the United States of America (USA)
Competition gets viral over the global market due to the entrance of the small and medium players in the global market with the bigger retailer like Starbucks. So, the brand is a so much valuable aspect in order to aware people about a product or service. Service quality matters since whenever a customer pays for something they perceive as a worthy and valuable product or services (Dutta, 2012). Starbucks, an international retailer offers coffee with the great ambience within its store.
The issue of the study is that consumers changing nature of needs and perception for getting superior products, and great services affect the fact of brand building (Sheikh et al., 2014). So, it is required to get updated about the customer's demands and needs since if Starbucks fail to provide, so there are so many other market players, who are ready to deliver those.
The study aims to demonstrate how much important service quality for building a brand specifically for products or services for the companies.
H: 1:0: Service quality effects the brand building in Starbucks
H: 1:1: Service quality does not affect the brand building in Starbucks
H: 2:0: Dimensions of service quality is associated with the brand building of Starbucks
H: 2:1: Dimensions of service quality is not associated with the brand building of Starbucks
H: 3:0: There is an important of service quality in brand building of Starbucks
H: 3:1: There is no importance of service quality in brand building of Starbucks