Publisher :  Timeline Publication Pvt. Ltd , .ISSN : 2349 - 5219

International Journal of Innovation and Research in Educational Sciences

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

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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:
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.

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