Factors Affecting Customer''s Satisfaction and Behavior Intention from the Perspective of Perceived Value: A Case Study of Starbucks Coffee

• Main Authors: Yu-Min Wang, 王育民
• Other Authors: Chu-Ching Wang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/wb6u99

博士 === 淡江大學 === 管理科學學系博士班 === 106 === Almost all of the coffee shops are only focused on the study of service quality. This research, from the perspective of perceived value, incorporates such factors as product, price, value, trust, individual and situation that affect customer value perception as a whole to explore service quality, customer satisfaction, and behavioral intentions. In addition, the customer usually compares and evaluates the service (customer awareness) received by the service and the service expected by the customer (customer expectation). Based on this view, this study explores the causal relationships among service quality, corporate image, and customer satisfaction. In this study, a questionnaire survey was used to collect data and 448 copies are valid. Path analysis was conducted based on the structural equation model and the data were analyzed using SPSS 20.0 and LISREL 8.7. The empirical results are as follows: 1.Expectations and perceptions in service quality, corporate image and customer satisfaction are significantly different. 2.Service quality has the partially significant impact on the corporate image, customer satisfaction, and behavioral intention. 3.Corporate image has a significant positive impact on customer satisfaction and behavior intention. 4.Satisfaction has a significant mediating effect on the relationship between corporate image and behavioral intention and also on the relationship between service quality and behavioral intention. 5.Different consumer attributes have significant differences in service quality, corporate image, customer satisfaction and behavioral intention.