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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0626107-172551 |
| Date | 26 June 2007 |
| Creators | Lai, Ying-ju |
| Contributors | none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0626107-172551 |
| Rights | not_available, Copyright information available at source archive |
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