Factors Affectting Customer's Behavior Intention

Abstract

This case study researchs the causal relationships amongst service quality, corporate image, customer satisfaction, and customer's behavior intention at Starbucks Coffee stores in Taipei.Data were analyzed using SPSS 24.0 and LISREL 8.7. Intotal, 448 valid questionnaires were collected; Service quality significantly influenced corporate image, customer satisfaction, and behavioral intention. Corporate image significantly positively affected customer satisfaction and behavior intention. Moreover, satisfaction significantly mediated the relationship between corporate image and behavioral intention and that between service quality and behavioral intention.The study shows that customer satisfaction mediates the relationship between corporate image and behavioral intention. Therefore, promoting corporate image will increase the behavioral intention in favor of Starbucks Coffee.This study shows that the consumers of Starbucks Coffee are mainly middle-class consumers. The customers prefer Starbucks Coffee because of the overall atmosphere, overall corporate image, and coffee served.