The Study on Consumption Experience and Store Image to Influence Consumer Loyalty at Starbucks Coffee Shop–The Case of Consumer in Taipei City

• Main Author: 張依涵
• Other Authors: 陳光華
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/40819846099958825187

碩士 === 國立交通大學 === 經營管理研究所 === 96 === In the pre s:decade, new coffee chain shops have been springing up all over Taiwan. Drinking coffee is a common consumption behavior everywhere. As experiential marketing age comes, customers emphasized on integral café stores. To build the particular features to impress consumers and let customers become honest consumers was an important trend. The research attempts to discuss the relationships among consumption experience, store image and customer loyalty in Starbucks’ consumers. The research is aimed at the customers of 6 Starbucks coffee shops in Taipei. The objects of research do some survey with simple random sampling. Totally, out of 642 issued questionnaires, and 395 valid questionnaires are collected. The statistical tool was SPSS12.0. Analysis methodologies are descriptive statistics, reliability analysis, validity analysis, factor analysis, t test, one-way ANOVA and correlation analysis. The findings of research follows: 1. There are partially significant differences in customer loyalty, consumption experience and store image among different consumers 2. Consumption experience of Starbucks has an obvious and positive influence on customer loyalty 3. Store image of Starbucks has an obvious and positive influence on consumption experience 4. Store image of Starbucks has an obvious and positive influence on customer loyalty