由於咖啡市場彼此之間競爭更趨白熱化,因此本研究擬以高雄市複合式咖啡店作為研究對象,探討顧客的滿意度。本研究以量化研究,研究面向共計商店印象、顧客關係、關係連結及顧客滿意度。正式問卷共計發放300份,扣除漏填等無效問卷後,剩餘264份,有效問卷率為88%,統計方法為敘述性統計、信度分析、皮爾森積差相關分析、多元迴歸分析。經實證分析可得知,商店印象對複合式咖啡店消費者的顧客滿意度有正面影響;顧客關係對顧客滿意度有正向影響;關係連結對顧客滿意度有正向影響。本研究結果可提供複合式咖啡店業者針對商店形象、顧客關係、關係連結可有助於消費者產生顧客滿意度與否,也因此複合式咖啡店必須更加費心於維持現有的消費者彼此之間關係。
Owing to the intense competition in coffee market, the study was intended to study the customer satisfaction of the compound coffee shop in Kaohsiung City. This study used quantitative research to study the relationship between total store impressions, customer relationships, relational links and customer satisfaction. A total of 300 questionnaires were distributed, and the remaining 264 questionnaires were excluded. The effective questionnaire rate was 88%. The statistical methods included descriptive statistics, reliability analysis, Pearson’s correlation analysis and multiple regression analysis. The empirical analysis shows that the store impression has a significant effect on the customer satisfaction of the compound coffee shop. The customer relationship has a significant effect on the customer satisfaction. The relational link has a significant effect on the customer satisfaction.The results of this study can provide composite coffee shop operators in store image, customer relationships, relationship links and customer satisfaction.