The Relationship of Brand Image, Service Quality, Customer Satisfaction, and Customer Loyalty – An Empirical Study of a Coffee Shop in Kaohsiung

• Main Authors: Tzu-Yuan Chen, 陳姿媛
• Other Authors: 黃秀慧
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/47bf68

碩士 === 樹德科技大學 === 會展管理與貿易行銷碩士學位學程 === 107 === This study examines the relationship of the brand image, service quality, customer satisfaction and customer loyalty of a coffee shop in Kaohsiung. 155 questionnaires were distributed, and a total of 100 valid questionnaires were collected. This paper conducted descriptive statistics, reliability, correlation, and regression analysis. The results show that brand image and service quality have significant positive impact on customer satisfaction and loyalty. Service quality and customer satisfaction have significant positive impact on customer loyalty. Both brand image and service quality will have a significant positive impact on customer loyalty through the intermediary effect of customer satisfaction. loyalty through the intermediary effect of customer satisfaction. Based on the results, this paper suggests that when operating a non-franchised coffee shop, besides brand image and service quality, keeping good interaction with customers is important. When customer satisfaction increases, it will also improve the positive impact of brand image and service quality on customer loyalty.