連鎖咖啡店成功經營因素之研究

A Study of Key Success Factors of Coffee Chain Stores

潘明宗(Ming-Chung Pan)

《全球運動與休閒管理期刊》 4卷2期 (2021/06) Pp. 21-29

https://doi.org/10.6616/GSRM.202106_4(2).0002

摘要

本研究主旨是在探討路易莎咖啡店的服務品質與顧客滿意度情形。問卷總計發出500份，回收450份，有效問卷411份，有效回收率91.33％。分別以描述性統計與迴歸分析進行資料處理，結果發現：1.路易莎咖啡店消費者人口，以男性居多、年齡多分佈在31～40歲、以未婚與職業為服務業的消費者居多。2.實證結果顯示服務品質與顧客滿意度之間有正向關係。基於上述研究發現，本研究針對路易莎咖啡店業者及後續研究等方面，提出數點建議，期望能對提昇路易莎咖啡店休閒有所助益。

關鍵字

路易莎 ； 服務品質 ； 顧客滿意度

並列摘要

The purpose of the study was to understand the service quality and customer's satisfaction about Louisa Coffee. A total of 500 questionnaires were mailed, 450 copies returned, 411 copies available .The effective questionnaire recycling a rate 91.33%. The related data was statistically analyzed by the Descriptive Statistical Analysis and Stepwise Regression Analysis. The major findings were: 1. Most of the Louisa Coffee was male, aged 31 to 40 years old, unmarried, and service industry by occupation. 2. Empirical data showed that service quality to be positively related to customer satisfaction Based on the findings, some suggestions were made to the Louisa Coffee employer and to the further study, as well as to be helpful to promote the leisure industry at Louisa Coffee.

並列關鍵字

Louisa ； Service Quality ； Customer Satisfaction

參考文獻

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