Using SPSS to Explore the Service Quality, Customer Satisfaction and Repurchase Intention of Cama Coffee – A Study of Pingtung City.

• Main Authors: Liu, Shun-Wen, 劉順文
• Other Authors: Huang, Tien-Yu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/34967t

碩士 === 國立屏東教育大學 === 資訊科學系碩士班 === 102 === The main purpose of this paper is to survey the service quality, customer satisfaction and repurchase intention of Cama coffee for the consumers in Pingtung City. The subjects of this study were customers living in Pingtung City who used to buy Cama coffee. A total of 250 questionnaires were distributed, out of which 203 were correctly filled and returned for an effectively response rate of 81.2%. Additionally, several statistical methods, including descriptive statistics, independent-samples t-test, one-way analysis of variance (ANOVA) and correlation analysis, were used to analyze relevant data. Thus, the results of this study are as follows: 1.There are some differences existing in the service quality of Cama coffee in terms of “ages” of consumers in Pingtung City. 2.There are some differences between the "ages", "educational backgrounds", and "average monthly earnings" of consumers living in Pingtung City who bought Cama coffee in terms of consumer satisfaction. 3.There are some differences between the "educational backgrounds", and "average monthly earnings" of consumers in Pingtung City in terms of repurchase intention of Cama coffee. 4.The service quality has a positive relationship with customer satisfaction of Cama coffee in Pingtung City. 5.The service quality has a positive relationship with repurchase intention of Cama coffee in Pingtung City. 6.The customer satisfaction has a positive relationship with repurchase intention of Cama coffee in Pingtung City.