消費者對咖啡品牌忠誠度之分析-以星巴克與城市咖啡為例

當今台灣社會越來越多人喜愛喝咖啡，國內咖啡品牌眾多，有國際知名的星巴克咖啡、台灣本土創立的路易莎咖啡或是7-ELEVEN超商的城市咖啡，這些連鎖咖啡店如何提供豐富與價值的產品與服務，來留住這些忠誠的顧客，是值得深入分析。本研究以星巴克及城市咖啡為研究對象，分析顧客對購買品牌的信任、滿意度及忠誠度之關係與影響，透過網路問卷調查獲得358份有效問卷，以SPSS27.0統計軟體進行統計分析。實證結果顯示品牌信任對於品牌滿意度有正向顯著影響，品牌信任對於品牌忠誠度有正向影響。顧客認為可靠誠實與值得信賴的品牌，會提升他們的滿意度及忠誠度。品牌滿意度對於品牌忠誠度有正向影響，顧客對於非常滿意的品牌，則會對該品牌產生強烈與持久的忠誠度。消費者認為星巴克與城市咖啡皆是可靠且值得信賴的品牌，對它們產生高度滿意度，最終付諸實際的再購買行動與主動推薦給他人等忠誠的行為。因此，建議積極掌握與開拓不同顧客族群與提升滿意度，有助於鞏固顧客的品牌忠誠度。擴展品牌的年齡族群，並且努力履行品牌的責任，讓顧客能提升品牌的信任及滿意度，忠誠度才能有效地被提高與鞏固。

關鍵字

品牌信任；品牌滿意度；品牌忠誠度；星巴克；城市咖啡

並列摘要

Nowadays, more and more people in Taiwan like drinking a cup of coffee. There are many domestic coffee brands, including internationally renowned Starbucks coffee, Louisa coffee funded in Taiwan or 7-ELEVEN supermarket City Cafe. How do these coffee chains provide rich and wealth products and services to retain their loyal customers is worth in-depth analysis. Taking Starbucks and City Cafe as research objects, this study analyzed the relationship and impact of customer trust, satisfaction and loyalty to the purchasing brand. Through the online questionnaire survey, 358 valid questionnaires were obtained and analyzed with SPSS27.0 statistical software. Empirical results show that brand trust has a positive significantly impact on brand satisfaction, while brand trust has a positive impact on brand loyalty. Customers believe that reliable, honest and trustworthy brands will improve their satisfaction and loyalty. Brand satisfaction has a positive impact on brand loyalty, so customers will develop strong and lasting loyalty to the brand that they are very satisfied with. Consumers consider Starbucks and City Cafe to be reliable and trustworthy brands, and are highly satisfied with them, then eventually resort to actual repurchase action and active recommendation to others. Therefore, it is recommended to actively master and develop different customer groups and improve satisfaction which will help to consolidate customers’ loyalty. Expand the age group of the brand, and strive to fulfil the brand's responsibilities, so that customers can increase their trust and satisfaction with the brand, so that loyalty can be effectively improved and consolidated.