咖啡連鎖店服務品質之研究

The Study on Service Quality for Coffee Chain Stores

江衍良(Yean-Liang Jiang) ； 宋佩佳(Pei-Jia Song) ； 姚文成(Wen-Cheng Yao)

《全球運動與休閒管理期刊》 4卷1期 (2021/03) Pp. 1-8

https://doi.org/10.6616/GSRM.202103_4(1).0001

摘要

最近台灣隨著對喝咖啡文化的改變，導致咖啡店數量成長快速。本研究共發出300份問卷，有效問卷為280份，有效問卷回收率93.33%。所得研究結果如下：1.在反應構面上，消費者對於「服務人員總是願意幫助您」最在意；其次是「服務人員不會太忙而無法立即提供服務」。2.在有形性構面上，對消費者而言「本店服務人員儀表看起來具吸引力」最重視。最後此篇研究能提供給產業作為後續之參考。

關鍵字

星巴克 ； 咖啡 ； 服務品質

並列摘要

Recently, the culture to drink coffees of the Taiwan is getting more and more popular, leading a fast growth of coffee chain stores. A total of 300 questionnaires were distributed for customers and 280 valid questionnaires were returned (resulting 93.33 percentage of response rate). The main findings were as following: 1. To the responsiveness factors, the care most is 'Employees of Starbucks are always willing to help you' for consumers. Secondly, 'Employees of Starbucks are never too busy to respond to your requests'. 2. To the empathy factors, the most important is 'Employees of Starbuck will be neat-appearing. This study will be useful to coffee chain stores management as well as future researchers.

並列關鍵字

Starbucks ； Coffee ； Service Quality

參考文獻

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