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

 
2007 Annual International CHRIE Conference & Exposition 
196
THE RELATIONSHIP OF BRAND ATTITUDE, CUSTOMERS’ SATISFACTION AND REVISITING 
BEHAVIOR OF THE UNIVERSITY STUDENTS- A CASE STUDY OF COFFEE CHAIN STORE IN TAIWAN 
 
Wen-Hwa Ko 
Department of Tourism and Hospitality Management 
Kainan University 
Taiwan 
and 
Shu-Chen Wu 
Department of Tourism and Hospitality Management 
Kainan University 
Taiwan 
 
ABSTRACT 
The purpose of this research was to investigate the relationships among brand attitude, customers’ 
satisfaction, and revisiting behavior of university students to the coffee chain stores situated in the areas adjacent to 
universities. The dimensions of the brand attitude included cognitive, affective and conative components. It was 
shown that the mean value of the affective component was much higher than those of cognitive and conative 
components. The regression analysis showed that customers’ satisfaction represented a positive predictor of 
affective, cognitive and conative components. The effect of brand attitude to participants’ revisiting was mediated 
by their satisfaction.