| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 96 === Coffee has become a new option in addition to tea, fruit juice and other canned drinks. The habit of drinking coffee has also been significantly transformed into a leisure lifestyle.
This study summarizes the research of domestic and foreign scholars in the theory of brand equity and gathers the operational status of all chain stores, conducting numerous customer satisfaction questionnaires to verify their willingness to purchase the brand and the significant impact of effective relationships.
A thorough analysis of the survey results shows that the disposable spending and the selection of coffee chain stores is directly related; brand equity test results also reveals the perceived quality, that brand association has a positive impact on the will to buy; but the perceived quality has no direct effect on customer loyalty to the brand. Therefore, how to let customer remain the high royalty of products, this study recommends "a continuous attempt to meet consumer expectations and observe the changes in consumer demand" in order to develop new products and modify existing ones. The attitude of the front line customer service staff will also directly or indirectly impact the customer’s impression and the overall satisfaction of the royalty of brand.
Key words: brand equity
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