The Influence of Service Quality and Servicescape on Customer Satisfaction

The influence of service quality and servicescape on

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The Influence of Service Quality and Servicescape on Customer Satisfaction towards Behavioral Intentions in International Coffee Chains Page 45 of 140 3.3 Sampling Design Sampling is the process of using small number of items or parts of a larger population to make a conclusion about the whole population (Zikmund, 2003). However, it is impractical to study the entire population because it needs to utilize too much time and money (Saunders, Lewis and Thornhill, 2009), therefore it should be using a sample in order to require some part of the population to perform and experiment. The population of this study will be targeted on the full time undergraduates’ dine -in experience in the International Coffee Chains in Malaysia which aims to get more accurate and reliable results. 3.3.1 Target Population Target population is defined as a group of people where researcher is interested in analyzing to get relevant information according to the objectives of the research project. The targeted population was the individual groups consisted of male and female undergraduates who are aged between 18 and 26 years old. These individual groups are the undergraduates who are currently studying in higher education institutions Malaysia which include public universities, private universities, and university colleges. The respondents of this research will be full-time undergraduates who had dine-in experience in International Coffee Chains in Malaysia. 3.3.2 Sampling Frame and Sampling Location According to Hair, Bush and Ortinau (2002), sampling frame is defined as the list of all eligible sampling units. The target population consists of 200 male and female undergraduates from different university in Klang Valley, Malaysia such as Universiti Tunku Abdul Rahman (UTAR), Tunku Abdul Rahman University College (TARUC), SEGI University, University
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The Influence of Service Quality and Servicescape on Customer Satisfaction towards Behavioral Intentions in International Coffee Chains Page 46 of 140 College Sedaya International (UCSI), INTI International College , Taylor’s University, Monash University, Universiti Malaya (UM) and Universiti Putra Malaysia (UPM). The questionnaires are randomly distributed and administered in Klang Valley area. In addition, Klang Valley is a main business and transaction attraction as most of the International Coffee Chains are located in these areas where the undergraduates are easy to find an alternative each time if they wish. 3.3.3 Sampling Elements The respondents of this survey were full-time undergraduates aged between 18 and 26 years old especially for those who recently visit and who had dine- in experience in the International Coffee Chains in Malaysia. The elements included are gender, age, race and monthly allowance or pocket money as well.
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