Tea Brand and Customer Satisfaction on Repurchase Intention─ Quality Tea Case

[[abstract]]Tea is the drink of life's habits, traditional consumer habits is required to test the spot to drink tea - satisfaction, peace of mind to buy; large size tea factory in Taiwan, the operators also have tea farmers, and many more own-brand sales, the pros and cons exist. If the lack of awareness and brand management experience, likely to cause large differences in quality and price, consumers can not be on quality, price controls, to determine the value of the goods, sales order, interference, influence purchase intention. Therefore, high-quality tea brand building should be modern consumer trends, sales of tea and also to solve the bottleneck of one of the ways consumers.This study is to choose a brand of high quality tea for the products tested, to have tea, buy tea for the study of consumers, through a questionnaire survey, and to carry out the statistical analysis software SPSS12.0, followed by statistical analysis of structural equation modeling to verify the hypothesis. The main purpose of the analysis is how the brand through customer satisfaction, quality tea, tea service and brand to influence purchasing decisions of customers to purchase will, in order to obtain significant factors affecting dimensions, as the willingness of customers to buy tea brand evaluation, to provide farmers and operators to set relevant improvement, business strategy. The study found: First, customer satisfaction and service experience of the tea brand purchasing decisions have a significant positive impact on results; Second, the purchase decision on the re-purchase intention is also a significant positive impact; Third, the customer satisfaction on willingness to buy the negative impact of experience on service brand of tea to buy will have a significant negative impact; However, both through the intermediary role of the purchasing decision to buy will have a significant positive impact, so to influence the purchase decision to buy will an important factor