Investigating the Consumers’ Loyalty in Milk Tea Production : the Case Study of Toobusy Milk Tea Shop

Milk tea is a well-known beverage that has been popular since 2011. The study investigates the factors that affect the consumer’s loyalty wherein consumer satisfaction and service quality are involved. Including the designs, tastes of milk tea, right measurement of ingredients, quality equipment, and awareness in the workplace can satisfy customers’ demand, not only from getting favorite flavors and filling add-ons but also from the quality product they can purchase to gratify customers’ cravings. This study made use of descriptive research. Online questionnaires and in-depth interviews were used to gather information about consumers' satisfaction and service quality in the Toobusy milk tea shop. The researchers found that the taste of milk tea is the essential factor in achieving consumer loyalty based on the information obtained. The researchers also discovered that this investigation might help the Toobusy milk tea business improve its designs, tapioca pearl preparation and cooking procedures, strategy, equipment quality, and meet client requests