Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

CONCLUSIONS AND LIMITATION 
The expected outcome of this study was to encourage the coffee chain store managers to offer special 
activities to students. Brand attitude is a direct antecedent of the consumers’ satisfaction. The satisfaction is a 
significant determinant of confidence for the customer to revisit. Brand attitude only influences revisit through 
satisfaction. Therefore, a good marketing plan is important for students’ consumption. The following limitations 
were inherent in the study. First of all, the study was conducted in only one coffee chain store. To overcome this 
limitation, future research findings should compare the results attained from different coffee chain stores and private 
brand coffee shops. Second, the population in this research was limited to Northern Taiwan. Therefore, the results 
from the study may not be generalized beyond this population. A comparison of cross lifestyle student may also be 
undertaken to reveal if the results differ from city to city.