Because the change of the society and the raise of consumption level, people value the quality of life more and more, and when they make decisions o products, the quality of products and the customer services all affect their decisions . This situation also extends to hospitality, not only delicate diet but also customer service plays on important role in the purchase willingness of consumers. Customer service not only includes attendants¡¦ spirits and attitude, but also the decoration of retail stores, the taste of food, and the dress of attendants. Raising the quality of service helps the company credibility and consumer promise, and people will purchase and recommend the product because of the company credibility, and customers will support the company because of the consumer promise even if there are other lower price rival commodities they sill still support the company. The present research focuses on the service quality of coffee chain stores in Kaohsiung and analyze if the credibility and consumer promise affect the purchase willingness or not. For the method of the present research, the first step is the sampling surveys, which are totally 236 surveys, and the questions of the survey are the quality of service, the credibility, consumer promise, and the participants¡¦ information. Then, I analyze the data and discuss how the credibility and consumer promise affect the participant¡¦s evaluations to the service quality and the willingness of repurchase. The results show a significant relation between service quality and the willingness of repurchase, and the credibility and consumer promise also affect the willingness of repurchase partially. At the end of the present research are the discussion and suggestions for the future research.

Multinationals are subject to questioning about organizational legitimacy issues by foreign governments when expanding overseas. This issue has become more prevalent over the past two decades with the rapid development of emerging countries and the exponential expansion in outward foreign direct investments from the firms of these emerging countries. Many emerging-country multinationals, particularly Chinese ones, confront political challenges in overseas. Accordingly, the global marketing economy is increasingly politicized, however previous research on consumer behavior has not paid attention to this political element. Against this background, this thesis draws on signaling theory to investigate the effect of overseas political challenges suffered by Chinese multinationals on domestic consumer purchase willingness, through shaping brand awareness and brand image in the home country. This study adopts a quantitative approach and administers an online questionnaire-based survey to assess Chinese people's willingness to purchase products made by Huawei (a Chinese national brand). Through PLS-SEM analysis of the survey data consisting of 314 valid questionnaires, our results reveal that the overseas political challenges faced by Chinese multinationals does not directly influence domestic consumer purchase willingness. Instead, awareness of this international political pressure can exert a directly positive effect on brand awareness and brand image in the home country, which in turn triggers domestic consumer purchase willingness. Our study suggests that overseas political challenge delivers a positive signaling effect and is conducive to domestic consumer purchase willingness. By building a theoretical link between overseas political challenge and consumer purchase willingness, uncovering the bright side of the challenging overseas environment faced by many multinationals, this study advances research on consumer behavior and gains deeper insight into the effect of these political challenges as well as extending the application of signaling theory.