KopiCulture: Unveiling Customer Loyalty in Malaysia's Coffee Market through Clustering Algorithms for Local Cafe Insights
In recent years, the coffee market in Malaysia has expanded significantly, propelled by an expanding cafe culture and consumer demand for unique coffee experiences. It is crucial for coffee retailers, such as global chains and local cafes, to comprehend customer loyalty in this dynamic environmen...
| Main Authors: | , |
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| Format: | Article |
| Language: | English English |
| Published: |
INTI International University
2024
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/2014/ http://eprints.intimal.edu.my/2014/1/jods2024_35.pdf http://eprints.intimal.edu.my/2014/2/554 |
| Summary: | In recent years, the coffee market in Malaysia has expanded significantly, propelled by an
expanding cafe culture and consumer demand for unique coffee experiences. It is crucial for coffee
retailers, such as global chains and local cafes, to comprehend customer loyalty in this dynamic
environment. This study aims to identify customer loyalty patterns in the Malaysian coffee market,
focusing on the Malaysia Starbucks customer survey dataset. Using clustering algorithms such as
KMeans, KMeans with Principal Component Analysis (PCA), single linkage, complete linkage,
DBScan, and DBScan in conjunction with PCA, we identify distinct customer segments based on
loyalty patterns. Our findings give Starbucks and local coffee shops valuable insights, allowing
them to tailor their marketing strategies and improve customer retention efforts. Through this
analysis, we contribute to the expanding body of knowledge on customer loyalty in the context of
the Malaysian coffee market and offer implications for coffee retailers seeking to thrive in this
competitive environment. |
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