| Summary: | 碩士 === 中原大學 === 室內設計研究所 === 91 === Following economic growth and changes in dietary habits, coffee has already become the nation’s important link of dietary cultural. Today, going to coffee shops has already become a part of everyday social life. For today’s consumers, going to coffee shops is not just drinking coffee and eating snacks, in addition, appreciating the environment and atmosphere of the coffee shop is also an important purpose for them. In other words, the atmosphere created by the open space in the coffee shop is also the object sought out by consumers. This study takes individual coffee shops, that they are not part of chain stores, as the object of research. The purpose of this empirical study was to explore the relationship among store image, overall attitude, and loyalty of the coffee shop customers.
This study is based on documentary and questionnaire surveys. Afterwards, the store image of individual coffee shops could be divided into six factors: product utensils, service & promotion, unique external appearances, effects of the design, functions in the store space, and environmental atmosphere.An investigation was conducted to the customers of three individual coffee shops. The data collected from 181 samples were analyzed in aid of SPSS computing software. The findings were as follows: 1. The factors of “space image” played important role in customers’ store image. 2. Five consumer attributes had significant effect on the intensity of belief toward some factors of store image. 3. The intensity of satisfaction and the overall attitude toward store image attributes had significant effect on the customer loyalty; there were significant and positive relations among store image, overall attitude, and customer loyalty. 4. For the store that won the highest intensity of customer loyalty, there were three predictive variables for customer loyalty, and all of them were factors of “space image”.
These findings were expected to be helpful for the management and designing of a coffee shop.
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