Effects of Customer Characeristics on Brand Image, Customer Satisfaction and Customer Loyalty of Specialty Coffee Shop

• Main Authors: HAN-CHIH ANGELA YANG, 楊涵智
• Other Authors: Liu Yao-Ling
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/78331524371873504595

碩士 === 義守大學 === 管理學院管理碩士在職專班 === 101 === From 2007, Taiwan’s coffee markets are starting grown up. A lot people love to go to coffee shop loosen up their stress. Moreover every unique coffee shop has its own specialty and taste to attract customers. Due to the loyalty of the customers toward to unique coffee shop is very important; this research is base on “Balmy Cafe” to study between brand image, customer’s loyalty and satisfaction to observe if they have remarkable differences. Research is using method of sampling, giving out questionnaires to collect useful statistics; total given out 350 questionnaires, collect 302 effective ones. The author uses different research methods: principal component analysis, Paired-Samples T Test, one way ANOVA and correlation analysis to breakdown the questionnaires. The results shows in「brand image」、「customer loyalty」along with「customer satisfaction」; in these three major perspectives「brand image」、「product image」、「behavior loyalty」、「attitude loyalty」、「customer service satisfaction」、「product satisfaction」as well as 「environment satisfaction」all these facts are related to each others. At the end, the outcome from this research proves the higher brand image is for unique coffee shops, the higher of the customer’s loyalty and satisfaction. The author suggests they should continue their special promotions in order to build up their brand image to increase customer’s purchase intention.