| Summary: | 碩士 === 康寧大學 === 企業管理研究所 === 107 === The purpose of this study was to investigate the effects of brand awareness, brand image, customer satisfaction and customer loyalty on bubble tea stores. The subjects of this study were customers in Changhua County. This research was to use in questionnaire survey, and a self-designed questionnaire was used to survey the brand awareness, brand image, customer satisfaction and customer loyalty of bubble tea stores. 500 questionnaires were issued, and 446 valid questionnaires were collected. The effective recovery rate was 89.2%. The data collected were further analyzed with reliability analysis, descriptive statistics, independent t-test, one-way ANOVA, Pearson correlation, and regression analysis. The study found that:
1. Brand awareness has a significant positive impact on brand image.
2. Brand awareness has a significant positive impact on customer satisfaction.
3. Brand awareness has a significant positive impact on customer loyalty.
4. Brand image has a significant positive impact on customer satisfaction.
5. Brand image has a significant positive impact on customer loyalty.
6. Customer satisfaction has a significant positive impact on customer loyalt
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