| Summary: | 碩士 === 國立交通大學 === 管理科學系 === 91 === In the present decade, new coffee chain shops have been springing up all over Taiwan. It has become one of major diversions for Taiwaners to drink coffee as leisure. Coffee shops of new style and chain store in metropolitan area increase rapidly, which indicates this lucrative market of metropolises for shop owners. With the national income promoting and the rising of consuming level, the competition of business in Taiwan has turned gradually violent. We not only just supply high product and service quality for customer satisfied, but also face the next lesson. It was how to meet the customer’s need and let satisfied customers can buy again and become honest consumer, then increase the profits of the business enterprise. This research takes coffee chain shops as target, try to discuss the relationship between costomer satisfaction, costomer involvement and costomer loyalty. We hope the findings of the research can do some help to them.
The research is aimed at the customers living in Taipei. The Coffee chain shops of interest are Dante, Starbucks, IS, Barista, Kohihan and Doutor. A structued questionnaire is used to investigate the data perrinent to consumers’ demographics, satisfaction, involvement and loylaty. Totally, out of 600 issued questionnaires, and 549 valid questionnaire are collected. Hypotheses are analyzed via statistical techniques including：descriptive statistics, Cronbach’s alpha, t-test, ANOVA, Pearson correlation and regression.
There are several findings as follows：
1.A partly significant difference between consumers’ demographics in different costomer satisfaction or loyalty.
2.A significant difference between costomer involvement in costomer satisfaction or loyalty.
3.The relationship between constomer satisfaction and loyalty is positive completely.
4.Costomer Involvement has mediating effects in the relationship between constomer satisfaction and loyalty.
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