A Study on Factors of Affecting Customer Satisfaction-The Case of Coffee Chain Shop in Taiwan

• Main Authors: Yen-Chung Huang, 黃妍禎
• Other Authors: Li-Hsien Chien
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/49852635254975372340

碩士 === 國立中興大學 === 應用經濟學系所 === 105 === Taiwan''s coffee consumption has experienced booming growth in recent years. Due to the low recycle rate of disposable beverage cups, it has caused a severely burden to our environment. To reserve the living surrounding for the next generaion, public sector implements the relevant environmental protection measures and considers to raise the public awareness of green consumption. This study focuses on the brand awareness of the top five coffee shop chains. 498 valid questionnaires were collected and analyzed to understand what the key factors to affect the consumer’s satisfaction on coffee and in developing of green marketing strategy. Descriptive statistical analysis, reliability and validity analysis, factor analysis, correlation analysis, regression analysis and path analysis were used to evlauate four diemensions, include consumer involvement, corporate image, green marketing awareness and customer satisfaction between the various variables, are considered in research. Major conclusions are presented as follow: 1.Consumer involvement has a significant positive relationship with business image; 2.Business image and customer satisfaction significantly positive related to each other; 3.Consumer involvement positively related to customer satisfaction; 4.Green marketing awareness and corporate image has a significant positive relationship; and 5. Business image plays a mediator between consumer involvement and customer satisfaction.