| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 101 === From 1996 to 2003, coffee beans import to Taiwan grows much more than seven times. It shows that the population who drink coffee grow rapidly. The current researches on many of the existing coffee industry dominated by coffee niche chains, therefore, our purpose of this study is to explore the effects of life style on store image, perceived value, and customer loyalty. There are 500 questionnaires to customers of personalized shops in Kaohsiung, 416 valid and 16
invalid. The return rate is 83.2%. The SPSS 12.0 statistical software is used for data analysis according to the purpose of our hypotheses. The results show that unmarried customers are more than others, age is mainly from 21 to 30, education beyond college and the occupation is service industry. Second, verified with statistical analysis found that life style significantly affected on store image, perceived value, and customer loyalty. Life style through the intermediary effect of store image and perceived value, indirectly affected the customer loyalty. The results display the life style through the store image and perceived value to the customer loyalty of intermediary effect is not obvious. The purpose of this research is to set up basic data on consumer characteristics and provides personalized coffee shop and related industries in references on the business management and marketing decisions.
|
|---|
