The influencing factors of brand loyalty-The case of Trung Nguyen coffee
碩士 === 朝陽科技大學 === 企業管理系碩士班 === 99 === ABSTRACT Coffee has become an indispensable drink with the changing of the habits for drinking and eating and the trend of delicious food. For choosing some brand of coffee, each consumer has his own preferences. It is a valuable issue to understand which factor...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/90477779548130518062 |
| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 99 === ABSTRACT
Coffee has become an indispensable drink with the changing of the habits for drinking and eating and the trend of delicious food. For choosing some brand of coffee, each consumer has his own preferences. It is a valuable issue to understand which factors have its’ own influence on consumers’ choices. This study investigates the influences of enterprises’ image and the characteristic of products on brand loyalty to Trung Nguyen Coffee in Vietnam.500 questionnaires are passed and 435 ones are valid from 460 ones received . In the result of analyzing found that the enterprises’ image and product characteristics have obvious influences on brand loyalty (including attitude loyalty and behavior loyalty). Based on the conclusion, managerial implicatiopns are discussed and useful suggestions concerning the building of enterprise’s image, the design of services and the marketing and segmentation for the market are provided .
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