| Summary: | 碩士 === 淡江大學 === 國際商學碩士在職專班 === 99 === In the year 2000, the Executive Yuan announced the implementation of two-holiday policy in 2001, which would raise national income and the degree of Westernization. Because of the policy, people in Taiwan change their eating habits greatly and the popularity of coffee drinks grows. 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 Taiwan market. Due to the small scale, limited resources and lack of brand image, it is difficult for those the campus coffee shops to imitate and learn the standardized service and the unity of products. In contrast, the individual coffee shops aren’t restricted by the system of chain enterprises. For this reason, the campus coffee shops could satisfy the needs of consumers, and create their own image and features.
There are only a small number of individual studies on coffee shop industry, and there are even fewer research found on the consumers behaviors relating to coffee shops. However, personalized coffee shops are the basis for the development of coffee culture in Taiwan and they also plays an essential role in Taiwan coffee market. Based on the point of view in service quality, this research discussed the relationship between service quality, brand equity and customer’s satisfaction and purchase intention.
Through a survey method, 63 questionnaires from 4 individual coffee shops were collected. Among them, 60 questionnaires are available, and of questionnaires are valid 95%. SPSS is applied to analyze data and test hypotheses. The reliability analysis, descriptive statistic, regression analysis and Pearson correlation analysis were done. The result of this study showed: (1.) Service quality had main effect on trust of customer satisfaction. (2.) Brand equity had main effect on trust of customer satisfaction. (3.) Service quality had main effect on trust of customer satisfaction. (4.) Brand equity had main effect on trust of purchase intention.
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