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
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.
