A Study of Store Image, Customer Satisfaction and Customer Loyalty--A Case of Personalized Coffee Shops

• Main Authors: WEI, PI-HUI, 魏碧慧
• Other Authors: CHIANG, SHUI-HUI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/m85udw

碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 107 === Since coffee had began to be mass-produced and circulated, it become a beverage that can be enjoyed at home. The coffee market continues to expand, and the chain system is therefore larger. In 2017, the coffee commercial value in Taiwan is approaching 70 billion, and the personalized shop is everywhere. This study uses a personalized coffee shop as the research theme to understand the relevance of its business image, customer satisfaction and customer loyalty. The vigorous of coffee industry chaining make a fierce competition to the coffee market. Most customers go to cafes not only for consumption coffee and dessert but also for enjoying the store atmosphere. This study adopts personalized coffee shops as the research theme. The online questionnaire survey method was used to samples who has consumption experience in any personalized coffee shop. The purpose of this study is to understand the relevance among the store image, customer satisfaction and customer loyalty toward personalized coffee shops. Statistical analysis confirmed that the positive significant influence among store impression, customer satisfaction and customer loyalty was partially established. In addition, customer satisfaction has a complete mediate effect in the main relationship between store impression and customer loyalty. It is inferred that the space design of the personalized coffee shop and the creation of the environmental atmosphere can affect customer satisfaction and consume willingness. The managers of personalized coffee shops should strengthen their own professional advantages in products and technical skills to flexible product combinations. The price reduction competition in running business is not suggested. It is necessary to create a store image, to enhance space atmosphere, to qualify beverage meals, and emphasize the store theme that matche the status of their target groups. The positive impression in the consumption process make customers’ retention time long and help cultivate customers’ loyalty. The study results can be references for the personalized coffee shops managers and the future researches scholars.