| dc.description.abstract | This study’s objective is to investigate the factors that have impacts on customers’ intention to revisit Coffee House chains store and the degree of these impacts. This study applied Attitude toward Brand, Subjective Norms, Service Quality, Self-Congruity and Perceived Price to understand customers return intention. Based on the precious theories and conceptual models of the preceding scholars, the hypotheses were adopted to present the relationship between independents and dependent variables. The results showed that customers’ Attitude toward Brand tend to have the most significant influence on customer intention in the central route of persuasion. The other factors including Service Quality, Self-Congruity, Perceived Price and Subjective Norms, on the other hand, significantly affect customers’ intention to repeat their visit at a coffee store in the peripheral route of communication. Finally, the results of this study could expectedly be considered a reference to the future researches in topics relevant to return (repurchase) intention.
Keywords: Return Intention, Attitude toward Brand, Subjective Norms, Service Quality, Self-Congruity, Perceived Price, The Coffee House chain store | en_US |
