A Study in Regards to Service Quality and Customer Satisfaction of Franchised Coffee Shops

This study deducts service quality factors based on a pilot research. We analyzed deduced service quality factors and store atmosphere as additional service quality factors. The effects of service quality of store atmosphere on customer satisfaction and customer loyalty will be determined. Additionally, the impact of customer satisfaction, which is influenced by service quality factors and store atmosphere, on customer loyalty will be decided. Based on analysis result above, we will provide customer oriented service quality strategy implication to franchised coffee shops. According to the analysis of hypothesis 1, taste is revealed to be the most influential factor among components which have impacts on service quality. Trust and reactivity, assurance and empathy, and corporeality and store atmosphere have influence on service quality respectively. According to the analysis of hypothesis 2, taste turned on to have the most impact on service quality among components influencing service quality. In sequence, assurance and empathy, trust and reactivity, and corporeality and store atmosphere have influence on service quality respectively. Based on the analysis of hypothesis 3, customer satisfaction tuned out to affect customer loyalty.