| Summary: | 碩士 === 大葉大學 === 休閒事業管理學系碩士在職專班 === 104 === Coffee becomes one of the most popular beverages in Taiwan after the economic enhancement and western cultural interaction. This study aims to understand the effects of coffe shop customer’s store images, perceived values, and customer satisfaction on repurchase intentions. The subjects of this study target on S & D (Single & Double) Coffee Shop Chain-Stores customer in Taipei and New Taipei City.
Structured questionnaire, including scales of store images, perceived values, and customer satisfaction, repurchase intentions and personal backgroumds, was designed as research tool for data collection. Total 600 questionnaires are distributed during Mar. 2016, and 576 valid copies are retrieved, with the retrieval rate 96%. Different statistical methods including descriptive statistic, t-test, ANOVA, and multiple regression analysis are used for data process.
The findings of this study are stated as follows: Customers from diverse backgrounds have significant differences partially in the store images. Customers from diverse backgrounds have significant differences partially in the perceived value. Store images of customer have significantly effective ability to predict customer satisfaction. Store images have significantly effective ability to predict repurchase intention. Perceived values have significantly effective ability to predict customer satisfaction. Perceived values have significantly effective ability to predict repurchase intention. Customer’s satisfactions have significantly effective ability to predict repurchase intention.
Based on the findings of the research some suggetions for S & D Coffee Shop and related Chain-Stores in order to increase the repurchase intention. Meanwhile different recommandations for future researches are also proposed.
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