The Impacts of Brand Image, Service Quality on Customer Satisfaction : A Study for Cold Stone

• Main Authors: Chen Pei Hsin, 陳珮馨
• Other Authors: 莊勝雄
• Format: Others
• Language: zh-TW
• Published: 104
• Online Access: http://ndltd.ncl.edu.tw/handle/yfpb62

碩士 === 南臺科技大學 === 行銷與流通管理系 === 103 === Abstract You almost can see people who have an ice cream on their hands in the summer, when you walking on the street. There had some competent brands in Taiwan till 2015, example: Haggen-Daz、COLD SOTNE、Movenpick、Big Tom and so on. This chain brands have the common point, that is higher price and have high quality service. How to become the best brand to was chosen by the customers. Although brand image is the important foundation when the customers chose products or service, and if add the great service quality, maybe can upgrade effect of customer satisfaction. Therefore, this research has developed the brand image, service quality on customer satisfaction from the customer’s standpoint, and chose the brand of COLD STONE. It adopted a purposive sampling and chose the customers of who had experience at COLD SOTNE before. In 1 April to 31 April 2014, 250 questionnaires were sent and 241 usable questionnaires (96.4%) were returned. Besides, it adopted SPSS 20.0 statistics analysis software. This research has come to a few conclusions. First, brand image has a significantly positive impact on customer satisfaction. Second, service quality has a significantly positive impact on customer satisfaction, and brand image, service quality of interaction effects has a part of significantly positive impact on customer satisfaction. The finding of this research, brand image and service quality are important factors to measure on customer satisfaction from the customers measure to this experience for COLD SOTNE. Besides, country image of brand image is not obvious to impact on customer satisfaction from the customers, instead service quality is more important than country image of brand image. Therefore, COLD STONE could improve the gap of service quality and retain brand image to upgrade customer satisfaction. Key words: Brand Image, Service Quality, Customer Satisfaction, Purposive Sampling, COLD STONE