Analytical Review on Chain Store Coffee Shop Customer Repurchase Intension Behavior - An Empirical Case of Donutes.

[[abstract]]咖啡在台灣逐年興起，儼然成為現代人的一部份，咖啡儼然成為在台灣的大宗市場，本研究來探討連鎖店以大台南地區多那之咖啡蛋糕烘焙坊咖啡店之品牌形象、服務品質、知覺價格、行銷策略、消費者滿意度、再購意願之間的影響關係，以大台南地區的消費者為對象，於店內消費後實地的填寫問卷，本研究問卷共發出500份的問卷，實際回收的問卷有482份，回收整理並刪除無效問卷後，有效的問卷為449份，有效回收比率為93.15%。研究結果發現，(1)品牌形象對消費者滿意度有正向影響；(2)服務品質對消費者滿意度有正向影響；(3)知覺價格對消費者滿意度有正向影響；(4)行銷策略對消費者滿意度有正向影響；(5)消費者滿意度對再購意願有正向影響。 In recent years, the rise of coffee’s popularity takes over Taiwan. As a result, Coffee becomes part of Taiwanese modern life style and creates enormous business opportunities. The research is mainly focus on the correlation between branding, service quality, pricing, marketing strategy, consumer satisfaction and customer retention of coffeehouse chain in Tainan region. The research consists of conduct survey with 500 customers of coffee house in Tainan region, we received back 482 surveys. After thoroughly examination and assessment of each survey, there are total of 449 or 93.15% valid surveys. By conduct the survey, the research concludes 1) Branding has positive correlation with customer satisfaction; 2) Service quality has positive correlation with customer satisfaction; 3) Pricing has positive correlation with customer satisfaction; 4) Marketing strategy has positive correlation with customer satisfaction; 5) customer satisfaction has positive correlation with customer retention