The Study of Service Quality, Experience Marketing, Customer Satisfaction, and Repurchase Intention--An Example of Starbucks Coffee

• Main Authors: Yu-Jyun Wang, 王昱鈞
• Other Authors: Tung-Sheng Kuo
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/78245161403346365136

碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 102 === 　　Due to the westernization of Chinese’s dietary habits, coffee, which was not a necessity in life, has gradually been widely accepted, and having a cup of coffee everyday has become a part of life. Consumes’ demand for coffee is not merely to drink a cup of coffee, but to seek for the quality brands of coffee beans, the coffee drinking experiment, and the atmosphere where they drink coffee. This study discusses how President Starbucks Coffee Corp. can satisfy the needs of consumers by improving service quality, promoting experience marketing and enhancing customer satisfaction, thereby stimulating their repurchase intension. 　　This study treated the stores of Starbucks in Taiwan as the targets, and collected 330 samples from questionnaire survey. After eliminating the invalid samples, there were 302, with a valid return rate of 91%. The data were analyzed using the SPSS 12 for Windows. The results showed that: (1) service quality has a significant influence on the repurchase intention of customers; (2) experience marketing has a significant influence on the repurchase intention of customers; (3) customer satisfaction has a significant influence on the repurchase intention of customers; (4) different demographic variables had no significant effect on the perception of service quality; (5) different demographic variables have a significant impact on the perception of experiential marketing; (6) different demographic variables have a significant impact on customer satisfaction views; (7) different demographic variables have a significant impact on the perception of repurchase intentions。