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The Research of Relationship among Brand Image, Service Quality and Perceived Value, Satisfaction - A Study of Chain Coffee Store

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• Volume 7,Issue 1,Jan. 2020

Year:

2020

Type of Publication:

Article

Keywords:

Brand Image, Service Quality, Perceived Value, Customer Satisfactions

Authors:

• Hsieh, His-Ying
• Li, Che-Wei
• Wen, Ting-Yu
• Tsou, Hsin-Yu
• Huang, Wei-Hsiung

Journal:

IJIRES

Volume:

7

Number:

1

Pages:

59-64

Month:

January

ISSN:

2349-5219

BibTex:

@article{1693, author = "His-Ying Hsieh and Che-Wei Li and Ting-Yu Wen and Hsin-Yu Tsou and Wei-Hsiung Huang", abstract = "This study takes a chain coffee store with outstanding operational performance in recent years, as the main object in this research, and this study explored Starbucks products themselves can make consumers feel it’s value and the brand image can gain an advantage in the consumer market. This study used questionnaire survey and distributed to consumers who ever purchased Starbucks products, and obtained 210 valid questionnaires. The conclusion of research finds that the brand image has positive impact on the quality of service, the brand image has positive impact on customer satisfaction, the quality of service has positive impact on customer satisfaction, the quality of service has positive impact on the perceived value and perceived value has positive effect on customer satisfaction. The implication and suggestion of future research are discussed.", issn = "23495219", journal = "IJIRES", keywords = "Brand Image, Service Quality, Perceived Value, Customer Satisfactions", month = "January", number = "1", pages = "59-64", title = "{T}he {R}esearch of {R}elationship among {B}rand {I}mage, {S}ervice {Q}uality and {P}erceived {V}alue, {S}atisfaction - {A} {S}tudy of {C}hain {C}offee {S}tore", volume = "7", year = "2020", }

Abstract:

This study takes a chain coffee store with outstanding operational performance in recent years, as the main object in this research, and this study explored Starbucks products themselves can make consumers feel it’s value and the brand image can gain an advantage in the consumer market. This study used questionnaire survey and distributed to consumers who ever purchased Starbucks products, and obtained 210 valid questionnaires. The conclusion of research finds that the brand image has positive impact on the quality of service, the brand image has positive impact on customer satisfaction, the quality of service has positive impact on customer satisfaction, the quality of service has positive impact on the perceived value and perceived value has positive effect on customer satisfaction. The implication and suggestion of future research are discussed.

Full text: IJIRES_1693_FINAL.pdf Online version [Bibtex]