Abstract
The purpose of this study wants to seek the theory and marketing strategic for management and sales of the coffee shop through the effect of customer's experiential value on brand image and revisit intention. Total 300 surveys were distributed, 252 Samples was used in data analyses. The result of analysis is as follows. First, service excellence of customer's experiential value had the most significant influences on brand image and efficiency, playfulness also were effected. Second, playfulness had a positive influence on revisit intention and service excellence was effected. However, efficiency had no effect on it. Third, brand image had a positive effect on revisit intention. The results show that service excellence and playfulness were verified significant sub-variable in experiential value on brand image and revisit intention. Therefore, managements need to induce revisiting and improve of the brand image and enhance customer satisfaction by differentiated service and emotional marketing.
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