| Summary: | 碩士 === 南華大學 === 文化創意事業管理學系 === 107 === As the improving standards of living of Chinese people, increasing income and changing lifestyles, the population who consumpts coffee is rapidly increasing. Also, the technical requirements for the management of the coffee shops are not high, the manpower and capital needs are less; therefore, the people operating the coffee shops are highly competitive. In addition to quality standards higher than that of chain stores, the featured planning and indoor design are also the important points of successful management. In this study, a survey on consumers at Kenya Café located at a pedestrian arcade in Kaohsiung City was conducted to investigate the correlation among store impression, service quality and customer loyalty, and a total of 264 valid questionnaires were collected. Application of sample attribute analysis, reliability analysis, mean analysis, independent sample t-test and single-factor variance analysis, Pearson product difference correlation method and other statistical methods for analysis, make specific recommendations for future practical applications and follow-up research references. The results of the study found that the store impressions are significantly different in the consumer's place of residence, the number of visits, income, and purchases of goods; the quality of service is significantly different in the number of visits, occupations, sources, and purchases of the consumer's place of residence; loyalty has significant difference in marriage and purchase of goods. There is a significant correlation among store impression, service quality and customer loyalty. The service staff's professionalism, good service attitude and excellent product quality are the main reasons for attracting customers from the coffee shop at a pedestrian arcade.
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