顧客滿意度與忠誠度指標模式之建構-以台灣複合式咖啡廳為例

Developing the Customer Satisfaction and Loyalty Index Model－The Case of Combinative Café in Taiwan

張詠哲(YUNG-CHI Chang)

指導教授 ： 温博仕

淡江大學/商管學院/統計學系碩士班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00324

摘要

以現今消費者的消費習慣來看，通常會在商品上做選擇與比較，而藉由顧客滿意度與忠誠度指標模式來幫助複合式咖啡廳在顧客滿意度及忠誠度的方面提升，亦將是影響消費者在消費時選擇店家忠誠度的重要因素。
據此，本研究係以歐洲顧客滿意度指標模式（European Customer Satisfaction Index，ECSI）的概念為基礎之分析架構，而為了能夠使本模式更為完整，模式中的路徑關係除了ECSI原有的路徑之外，另外再加入新的路徑關係行銷對顧客滿意度是否有直接影響，並加以驗證。研究中以台灣地區北部連鎖店面85、多那之複合式咖啡廳和南部單一店面La Vie複合式咖啡廳作為實證研究對象，藉以建立複合式咖啡廳顧客滿意度及忠誠度指標的整合模式，期望藉由此架構瞭解複合式咖啡廳顧客滿意度及忠誠度的影響因素以及其間之路徑關係。最後，提出複合式咖啡廳有效提升顧客滿意度及忠誠度之實質建議。

關鍵字

複合式咖啡廳 ； 關係行銷 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

In view of today's consumer spending habits, often make choices and compare the goods, and by customer satisfaction and loyalty Index Model to help enhance the combinative cafe in customer satisfaction and loyalty, will also is an important factor affecting consumer choice store loyalty in the consumer.
Accordingly, the present study the concept of the Department of European Customer Satisfaction Index (ECSI) model based on the analytical framework, and in order to be able to make this mode more complete, relational schema path in addition to ECSI original path, then add additional relationship marketing new path if there is a direct impact on customer satisfaction and verified. Study to chain stores in northern Taiwan, 85, and Donuts that the combinative single store front cafe and Southern Cafe La Vie compound as empirical study, in order to create combinative integration model cafe customer satisfaction and loyalty indicators expected by this architecture to understand the impact factors of combinative cafe customer satisfaction and loyalty, and the path of the relationship between them. Finally, the combinative concrete proposals Cafe effectively enhance the customer satisfaction and loyalty.

並列關鍵字

Combinative Caf&eacute

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