The Relationship between ServiceQualityand Post-purchase Behavioral IntentionsBased on StylizedCoffee Shops inTainan Area

• Main Authors: Yang, Tai-Hung, 楊泰宏
• Other Authors: 陳淑玲
• Format: Others
• Language: zh-TW
• Published: 104
• Online Access: http://ndltd.ncl.edu.tw/handle/259kyh

碩士 === 南臺科技大學 === 工業管理研究所 === 103 === Over the last years, coffee has been integrated into the fabric of our daily lives, as a number of coffee chains have been established in many towns and cities, and almost every convenience store around the corner provides take-away cups of coffee. In such fiercely competitive circumstances, how a stylized coffee shop creates its own value, regardless of a smaller operational scale, less distinct brand image, and fewer resources at disposal than those coffee chains, has become the key to success. Throughout the past literature, we discover that customer loyalty decides a firm’s profit, whilst how a patron feels about service quality will directly affects customer satisfaction and their post-purchase behavioral intentions. This study selects the consumers of the stylized coffee shops in Tainan as research subjects, and explores the correlation between customers’ expectation of service quality and their actual feeling, how various customers have different perceptions toward service quality and post-purchase behavioral intentions, and how service quality leads to patrons’ post-purchase behavior. This study adopts descriptive statistics, I-S Model, paired-samples t test, factor analysis, reliability and validity analysis, One-way analysis of variance and Pearson product-moment correlation coefficient for analysis. The research findings indicate that 1. Generally speaking, consumers tend to perceive the service rendered by stylized cafés acceptable, or even satisfactory. In other words, most customers are satisfied with the quality of service in stylizedcafés. 2. The correlation between how customers feel and their post-purchase behavioral intentions appears to be positive. Put differently, the enhancement of service quality is closely linked with customers’ loyalty and subsequent supportive actions. Therefore stylized coffee shop owners shall make committed efforts to enhance their service quality and thus ensure a better outcome. We then proffer suggestions for these owners of small cafés: 1. Remember to focus on service quality; be aware that it exerts remarkable influence on the post-purchase behavior of customers. 2. Pinpoint the key factors of service quality management so as to enhance service quality.3. Enhance staff training and develop their professionalism. 4. Keep in mind what it takes to render top-quality services, and formulate strategies accordingly, for the shop’s future operations.