Factors Influencing Customer Satisfaction and Loyalty:A Case Study of E-DA Café & Bakery

• Main Authors: Shu-Ling Kuo, 郭淑玲
• Other Authors: Ming-chi Tasi
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/vxck43

碩士 === 義守大學 === 管理碩博士班 === 104 === As consumer behavior switches from traditional 24-hour convenient store, traditional street side café also transforms into hyper café. Moreover, the appearance of international café brands has created coffee drinking as a fashion trend, thus lures local mega brands into this booming market. Unfortunately, not so many new café can survive under this keen competiton. It is a must-do for café to charge its operation so it can enter a new market with innovation of marketing, production and product research. This research is aiming consumers at hyper café, to study their purchasing pattern and customer loyalty. First applying IPA(Important-Performance Analysis), to understand customer’s decision-making process of café location, store atmosphere, service quality and marketing strategy, then adapting Structural Equation Modeling to discuss the influence between these factors and customer loyalty. The research indicates café location, ambience and marketing strategy will affect positively on customer satisfaction. The result of the research proposes final conclusion and suggestion for vendors.