Brand Image, Service Quality, Perceived Value, Customer Satisfactions
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.