| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === In the highly competitive market and the rising of consumer consciousness, the suc-cessful branding management will not only have to get customer cognitions to take ac-tion and become a purchase behavior, but also should be became an indictor of brand management to evaluate financial performance of brand sales power. To be facing cafe chain store of strong competition market, how to fulfill and increase customer satisfac-tion and loyalty became a very important topic. The purpose of the study was to sur-vey the effect of brand image on customer satisfaction and loyalty. The participants of this study were focusing on the customers of 85℃cafe of Taoyuan area. The study was using questionnaires by convinent sampling and receiving 300 valid questionnaires. Data were analyzed by descriptive statistics, factor analysis, and regression analysis. The study findings are as follows: 1. Customer cognition is still in the middle degree among brand image, customer satisfaction and loyalty. So, 85℃cafe still needs to put a lot of efforts on their service.2. Increasing the awareness of brand image can increase customer satisfaction. 3. Awareness of brand image may have positice influence on customer loyalty. 4. Brand image can pass through customer satisfaction to affect loyalty. To increase customer satisfaction may increase the positive effect of brand image on loyyalty. Findings of this study provide valuable information for decision making of business management.
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