星巴克咖啡在咖啡連鎖市場中的市場佔有率最高,但是在超商與速食連鎖店的加入後,使得咖啡市場的競爭更為激烈。本研究的主要目的在於瞭解星巴克咖啡的商店印象與顧客滿意之間的相關性,並且透過行為忠誠與態度忠誠的高低組合,將顧客忠誠分為真正忠誠、欺騙忠誠、潛在忠誠與低度忠誠等四類,探討消費者特質與顧客忠誠類型的關聯性,以及分別利用商店印象與顧客滿意預測顧客忠誠類型。本研究以高雄市星巴克咖啡為研究範圍,使用結構式問卷進行調查,利用便利抽樣與雪球抽樣選取454份樣本,回收349份,扣除不當填答、一致性填答、複選以及有遺漏值的問卷後,實際有效份數為210份,有效回收率為46.26%。結果顯示,商店象的提升能有效增加顧客滿意程度,而消費者特質中,只有消費金額與顧客忠誠類型有顯著關聯;商店印象與顧客滿意預測顧客忠誠的能力,未達到顯著。研究結論可提供給相關業者參考。
With the highest market share, Starbucks Coffee faces more competitive than usual after convenient stores and fast food chain entering the coffee market. The purposes of this study are to investigate the relationship between store image and customer satisfaction, to realize the relation between customer demographic and the typology of customer loyalty, true loyalty, spurious loyalty, latent loyalty, and low loalty, which is the matrix of behavioral loyalty and attitudinal loyalty, and to explore the predictability of store image and customer satisfaction to the typology of customer loyalty. Using structure questionnaire to collect date in Kaohsiung, and selecting respondents with convenint sampling and snowball sampling, the valid rate of response is 46.26%. The findings indicated that increasing store image can improve customer satisfaction efficiently, only consumtive price different among the typologies of customer loyalty, and that there’re no predictability of store image and customer satisfaction to the typology of customer loyalty.