A Study of Relationship Marketing in Coffee Shop Chain-Store--An Integrated Model

• Main Authors: Hsin-yi Chen, 陳欣怡
• Other Authors: Shih-hao Wu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/55026367530627529553

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === In the research that was conducted, we constructed a relationship quality model suitable for the coffee shop chain-store. Through the literatures review, there are three important relationship quality antecedent factors, communication quality, service quality, and relationship investment. In this study, we test the relation between antecedent factors, relationship quality (satisfaction and trust) and finally relationship outcome, customer loyalty (repurchase intention and month monetary amount). The study takes the relationship age into the model as moderating variable, and location convenience into the model as control variable. The sample frame is the customers of Ikari Coffee Shop. The sample size is 437. Structural Equation Modeling (SEM) was applied to test the research hypotheses. The findings are summarized as follows: 1. Service quality and relationship investment are main antecedent factors of relationship quality, and service quality is the most important one of two antecedent variables. 2. The study suggest that trust can positive effect on repurchase intention and month monetary amount. However, satisfaction only positive effects on repurchase intention. 3. The results provide evidence that supports the moderating effect of relationship age on the relationship between satisfaction, trust, repurchase intention, and month monetary amount. For customers who have short relationship age with coffee shop, there is no positive relationship between customer’s satisfaction and trust. However, customers who have long relationship age with coffee shop are the positive relationship between customer’s satisfaction and trust, and trust rather than satisfaction is strongr positive relationship with repurchase intention.