부산대학교 도서관

People enjoying leisure-oriented consumption and the increase of fast-food push parity coffee becoming popular. Espresso types of Cafe consumption are booming along with the development of coffee chain stores, such as 85°C and City Cafe. People with different coffee consumption habits might drive different choice in coffee stores. In addition, there are many studies on store image, however few studies explore the influence of store image on customer loyalty in parity chain coffee market. We surveyed 241 customers from 5 parity chain coffee stores in Taipei. 300 questionnaires were sent to collect data; effective questionnaires were 241, and collective rate was 80.3%. The results show that (1) there are significant differences between store image and coffee-consumption-level groups. Mild and moderate drinkers pay more attention on the physical environment and price than those of heavy drinkers; (2) different coffee consumption habits showed significant differences in store image. Consumers who prefer take away and both take away and eat inside emphasize on convenience; (3) store image factors had a significantly positive effect on customer loyalty and development. This study examines the relationship between store image and customer loyalty for chain parity coffee. Theoretical and practical implications are discussed.