IMPACT OF EIGHT DIMENSIONS ON THE BUSINESS OF SPECIALTY COFFEE SHOPS

Year 2019, Volume: 6 Issue: 1, 79 - 87, 30.03.2019

Chiu-chi Wei Chin-hsin Chiu Suz-tsung Wei Chiou-shuei Wei

https://doi.org/10.17261/Pressacademia.2019.1023

Abstract

Purpose- The impacts of eight dimensions, including customer communication, customer relationship management, customer satisfaction,

customer loyalty, strategy management, customer trust, and service quality, on the business of specialty coffee shops were investigated,

Methodology- A questionnaire was designed to collect the data from 197 valid respondents; Structural Equation Modeling (SEM) was utilized to

analyze the data, and finally, Smart PLS was employed to validate the structural model.

Findings- Nine of the eleven hypothesized relationships were confirmed and supported, while two were not supported.

Conclusion- Results of this study can provide business owners of specialty coffee shops with valuable information and management implications.

Keywords

Brand image, strategy, customer relationship management, communication, customer loyalty, trust, service quality, customer satisfaction, specialty coffee shop

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