台北市咖啡連鎖店服務品質管理與顧客滿意度之研究

The Study of Consumer Behavior and Customer Satisfaction for Coffee Chain Stores in Taipei

王麗菱(Li-Lin Wang) ； 鄭博宇(Po-Yu Cheng)

《華岡農科學報》 16期 (2005/12) Pp. 1-25

https://doi.org/10.29985/HKJA.200512.0001

摘要

本研究旨在瞭解台北市咖啡連鎖業服務品質管理之現況，找出影響連鎖咖啡店服務品質之重要因素，並探討服務品質管理與對顧客滿意度之關係，透過個案研究、問卷調查等法進行，研究發現：「顧客知覺之服務品質」會因顧客之「教育程度」、「平均月收入」之不同而有差異；「顧客滿意度」會因顧客「性別」、「教育程度」、「職業」、「平均月收入」之不同而有差異；台北市咖啡連鎖店「顧客滿意度」與「服務品質管理」有相關性存在。本研究亦探討台北市咖啡連鎖店消費顧客對服務品質重視程度、滿意程度與相關消費經驗。

關鍵字

服務品質 ； 顧客滿意度 ； 咖啡連鎖店

並列摘要

The eating behaviors of Taiwanese have been changed by the culture interflow. The quantity consumed of coffee grew very rapidly and new coffee chain sprang up in recent years in Taiwan. The purposes of this study is to understand the consumer behavior, look for factors affected the levels of importance of service quality customers perceived, and explore the relation with customer satisfaction. Face to face questionnaire survey was used in this study. The places of the survey were at two branch stores of different coffee chain shops. 600 valid samples were collected. The average frequency of visit for the most customers was less than three times monthly. The main consuming motive was to date with friends. The most important reason of selecting coffee shop was convenience of traffic. When customers were dissatisfied, they will complain to shop assistant first. The top 3 important reasons for customer value to service quality were ”cleanness of shop front and rest room”, ”interior decoration” and ”hygiene and safety of food”. The importance of service quality varied from ”level of education” and ”monthly expenditure”. The customer satisfaction varied from ”gender”, ”level of education”, ”vocation”, and ”monthly expenditure”. The importance of service quality was positive related to customer satisfaction. According to the study result, it is suggested that the chain coffee shops may take different promotions by customers' demographics and effective marketing strategies should be generated.

並列關鍵字

Service quality ； Customer satisfaction ； Chain coffee shop