| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 105 === The purpose of this study is to study the relationships among brand image, customer satisfaction, and customer loyalty, named by competing model 1 (customer satisfaction as mediating-moderating role) and competing model 2 (customer loyalty as mediating-moderating role). The study will investigate based upon these two competing models through their interconnected relationship as for hypothesis testing empirically for the business operation of Starbucks. In terms, the strong brand images that Starbucks created has made its products and services, as a well-known insight as for the results: either the competing model 1 (building customer satisfaction and then customer loyalty in proper order) or the competing model 2 (building customer loyalty and then customer satisfaction in proper order. In order to carry out the empirical study, the study used factor analysis to measure the validity and reliability of data. This current study also yielded the final research outcome through the testing of two competing models. Overall, the most important finding showed the relationship which brand image and customer loyalty had positive significant connection through customer satisfaction as a mediator role. The present mediation generally helps a company know the vital way of building customer satisfaction in business, in order for supporting customer loyalty as meaning by marketing performance and maintaining brand image as understanding of brand value.
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