The Study of Branding Preference, Service Quality, Environment and Promotion Affects Coffee Chain Purchase Intention

• Main Authors: CHEN, CHING-HSUAN, 陳靜萱
• Other Authors: Benjamin C Parng
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/k4g4uv

碩士 === 大葉大學 === 企業管理學系碩士班 === 106 === The domestic coffee industry keeps growing in Taiwan, and also the entry barrier is not to high that causes many firms expanding their tarritory to coffee market. Therefore, the existing competitors of the coffee chain store are getting more and create potential rivals. Moreover, consumers are easily to get coffee information and also prefer pursuing the uniqueness. In order to follow the traction of coffee main stream, the coffee chain store marketing managers comes out with a big issue. How to attract customers' attention and willingness to purchase ? Does consumer care about brand image, service quality and environment that store offer? It is the main purpose of the research. This research is discussed on the customers' preference to the brands of chain stores, the store environments, the service quality and the promoting sales if these key points will affect the customers' purchase intention or not. The outcome of questionnaire is the relative reference for the academics and coffee chain stores. The total copies of effective questionnaires are 348. The proven outcome used by the methods of analysis and hypothesis is shown as below: The branding preference, store environments, service quality and promoting sales have positively affect the purchase intention.