The Impact between Customer Equity, Relationship Quality and Loyalty-Evidence from the Coffee Chain Industry in Taiwan
碩士 === 銘傳大學 === 企業管理學系碩士班 === 101 === With the international as well as people change the eating habits. Coffee has become one of the most popular drinks in the people. And then there is an enormous business opportunities in the coffee industry. Internationally renowned chain brands, local coffee...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/5k92k4 |
| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 101 === With the international as well as people change the eating habits. Coffee has become one of the most popular drinks in the people. And then there is an enormous business opportunities in the coffee industry. Internationally renowned chain brands, local coffee chain brands, even the convenience stores and local food and beverage industry have also branched out into a chain of coffee industry. With many brand competition and consumers have a great diversity of choices. Chain coffee operators need to think about how to strengthen customer loyalty and reduce its conversion to other coffee brand. Therefore construct high degree of relationship quality between the customer and the enterprise will be the key to maintaining customer loyalty.
It is very important to understanding the impact between relationship quality and customer loyalty but this part of the study about what are the factors that will affect the customer relationship quality construct is relatively limited. Exactly what the essence of "customer equity", as well as the impact between relationship quality and customer loyalty should be clarified by more research. The objectives of the study are trying to use the customer equity perspective to find the impact of relationship quality and customer loyalty. The sample is collected from the customer of coffee chain brand. And then use descriptive statistics, reliability and validity analysis and hypothesis testing to find the connotation of customer equity and the management in the coffee chain industry.
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