Store Image, Customer Value, and Repurchase Intention at Campus Cafeterias: A Case Study of the Cafeteria at National Kaohsiung University of Hospitality and Tourism.

• Main Authors: LIN,WEN-RONG, 林文容
• Other Authors: LI,WEN-ZHI
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/6hyv95

碩士 === 國立高雄應用科技大學 === 財富與稅務管理系碩士在職專班 === 104 === Meals, of all the curricular and extra-curricular activities in daily routines, have long been one of the most discussed matters in college lives. The more involved students are in their studies, the higher their dependence on campus cafeterias becomes. The maintenance or improvement of the service quality of campus cafeterias is thus one of the concerns of the university, the students, and the service provider. This study explores the interactions among the store image, customer values, and the repurchase intention at the cafeteria at National Kaohsiung University of Hospitality and Tourism (NKUHT). Five hundred questionnaires were distributed to customers who had dined at the cafeteria at NKUHT with 434 valid questionnaires recovered (a valid recovery rate of 86 percent). Using descriptive data analysis, analysis of variance, analysis of correlation, and regression analysis, it is concluded that 1) the store image has a positive effect on customer values, 2) the store image has a positive effect on the repurchase intention, and 3) customers also positively affects the repurchase intention.