||This research aims to realize the relationship between store image and consumer purchasing behavior of coffee chain store in Kaohsiung city. In order to paint a vivid picture of consumer behavior in Kaohsiung coffee chain store, this research tries to analyze the importance of store image and customer’s satisfaction.|
The research is only conducted in Kaohsiung area and the range includes some specific coffee chain systems that open above 5 stores in Kaohsiung. In this case, the research is focus on three coffee chain stores ：STARBUCKS, DOUTOR and BRUNCH . A total number of 315 effective questionnaires are collected until the end of April in 2003 .
In this research, some attributes of store image are grouped into six dimensions. They are products, services, atmosphere, convenience, advertising，and promotion and solid equipment .The six-dimensional research structure contains 26 attributes which are measured by Likert Scale to understand the importance of store image ,customer’s satisfaction and total store image .
The following are the results of this research ：one result shows the level of significance with regard to the differences between importance of store image and customer’s satisfaction. This reveals that customers dissatisfy with some attributes when they patronize coffee chain stores. The whole store image has positive correlation and level of significance with consumption, frequency of purchase and Re-patronage but doesn’t show the level of significance with staying time.
The result shows significantly different with total store image and consumer’s satisfaction but doesn’t show significantly different with the importance of store image in different coffee chain stores. The research also reveals significantly the difference among consumption, re-patronage and companies yet the difference with frequency of purchase and staying time in different coffee chain stores. The last but not the least, in different coffee chain stores, the research has the education difference but not the difference with gender , marriage, age, occupation and income .