The relationships between brand attitude, customers' satisfaction and revisiting intentions of the university students - a case study of coffee chain stores in Taiwan.

摘要

This study investigates brand attitudes, which are associated with customer satisfaction, and the relationships between brand attitude, consumer satisfaction, and revisiting intentions of university students to coffee chain stores situated in the areas adjacent to universities. The purpose behind doing so was to provide appropriate marketing plan suggestions to the stores. The dimensions pertaining to brand attitude included cognitive, affective and conative components. The affective component mean value proved to be much higher than those of the cognitive and conative components. A survey was conducted in 2006 on 389 customers of one coffee chain who are students at one of the universities in northern Taiwan. Regression analysis showed that customer satisfaction was a positive predictor of the affective, cognitive and conative components. The effect of brand attitude on participants' willingness to revisit was mediated by their perceived level of satisfaction.