| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 104 === This study is a questionnaire-based quantitative research. The target was customers of chain coffee shops in Kaohsiung area. A total of 260 copies of questionnaires were distributed, and 250 copies of effective questionnaires were collected excluding the ineffective ones including incomplete answers and damaged content. Statistical software SPSS22.0 was used for descriptive statistics, one-way ANOVA, independent sample T test, linear regression analysis to explore the interaction between the aforementioned variables.
The results showed that demographic variable has significant differences on variables. Brand image and service quality have significant positive impacts on customer satisfaction, and customer satisfaction has significant positive impact on repurchase intention.
Results of the empirical study were summarized and recommendations on management practice are as follows: (1) product differentiation should be created based on customers’ demand in order to enhance customers’ purchase intention; (2) rapid service quality and transection model are provided to the industry as a reference of management strategy in practice.
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