| Summary: | 碩士 === 逢甲大學 === 土地管理所 === 98 === Since 1992, chain coffee shops have started to import to Taiwan. For the past few years, some big scale chain coffee shops have expanded really fast. Therefore, they have become an important part in our daily life. However, the individual coffee shops in Taiwan already had a huge challenge before these chain enterprises entered the marketing of Taiwan. Due to the small scale, limited resources and lack of brand image, it is difficult for those individual coffee shops to imitate and learn the standardized service and the unity of products. By contrast, the individual coffee shops aren’t restricted by the system of chain enterprises. For this reason, the individual coffee shops could satisfy the needs of consumers, and create their own image and features.
We can find the operators and the consumers have more opportunities to get in touch with each other from the operating features and styles of the individual coffee shops. Therefore, they have closer relationship mutually. From the study of the scholars before, the relationship is very important in Chinese society. The study could start from the point of Relationship Quality, and explore the connection between Relationship Quality of the individual coffee shops and the loyalty of consumers. Furthermore, we would like to discuss the influence of the Relational Selling Behaviors, Service Quality and Salesperson’s Attributes according to the operating features.
This study is based on bibliographies and questionnaire survey. There are 472 questionnaires from 3 individual coffee shops. Among them, 429 questionnaires are available, and the available percentage of the questionnaires is 90.88%. SPSS is the application to analyze and gather statistics. The reliability analysis, descriptive statistic, regression analysis and Pearson correlation analysis were done from the samples. This study showed us : 1. Relational Selling Behaviors, Service Quality and the Salesperson’s Attributes had direct effect on trust of Relationship Quality. 2. Relational Selling Behaviors, Service Quality and the Salesperson’s Attributes had direct effect on commitment of Relationship Quality.3. Relational Selling Behaviors, Service Quality and the Salesperson’s Attributes had direct effect on satisfaction of Relationship Quality. 4. Relationship Quality had direct effect on the loyalty of consumers. 5. Relational Selling Behaviors, Service Quality and the Salesperson’s Attributes had direct effect on Loyalty.
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