The Relationship among Business Image, Customer Loyalty and Customer Satisfaction - A Study of Starbucks Coffee in Xiamen

• Main Authors: Weng, Hsiao-Chen, 翁筱貞
• Other Authors: Shen, Lo-Chih
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/f88zxp

碩士 === 國立金門大學 === 國際暨大陸事務學系碩士班 === 101 === The purpose of this study is to explore the relationship among business image, customer satisfaction, and customer loyalty to the features of customers in Xiamen. With more than 5,500 coffeehouses in over 50 countries, it’s clear that Starbucks coffee has occupied the highest perception in the world. But, it might change as the potential competitors such as convenient stores and chain fast food restaurants take part in this market. There are 1,300 questionnaires given, and 1,093 ones are collected. Deducting three inefficient questionnaires, the recovery rate is 84%. The major findings are the following in this study. Such as business image is really to affect customer satisfaction and to influent the customer loyalty. The outcome of this study shows the significance exits among business image, customer satisfaction, and customer loyalty.; however, the degree of relationship is different.