The Study of Coffee Shop Imagery, Satisfaction, and Loyalty--The Case of Coffee Shops in Chiayi Region
| Autor: | PAN, YOU-ROU, 潘雨柔 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 Coffee shop imagery refers to the consumer's overall judgement to the advantage of the product but also an important factor that affects the satisfaction. The loyalty is also an important factor in the decision-making process of consumers. This study explores the influence of coffee shop imagery, satisfaction, and loyalty. The questionnaire was used to collect the data for further analysis. Total 350 questionnaires were sent to the university students, for both underagraduate and graduate students in Chiayi region, of which 314 were responsed and the effective response rate was 95.7%. The questionnaire data were analyzed by descriptive statistical analysis including test analysis, single factor variance analysis, Pearson product correlation analysis and regression analysis. The result of the study indicate that the student feels the product price of the coffee chain store is too expensive in the Imagery so that the chain stores need to do some marketing promotion to let the student feel super value. Satisfaction for the student is good in the Environmental Satisfaction but the price is not attracted to the student leads to the decline of Satisfaction. The student considers the quality of the chain stores is trustworthy and willing to bring friends and family to purchase coffee but do not want to buy other products in Loyalty. According the statistical result mentioned above the image of the brand is deep rooted to the student. The atmosphere of the clean environment is the highest in Satisfaction. The quality of the willing to recommend to friends and family is the highest in Loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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