商店形象、顧客滿意度與顧客忠誠度關係之研究 - 以星巴克為例

星巴克咖啡創立於1971年，現在是全世界最大的咖啡連鎖店。目前在台灣星巴克、85度C與路易莎咖啡等三家咖啡品牌競爭劇烈，雖然各有自的設計風格及經營風格。本研究係採用問卷調查法，探討「商店形象」、「顧客滿意度」與「顧客忠誠度」這三者之間是否存在顯著影響。本研究對象為曾經在星巴克咖啡連鎖店飲用過產品之消費者為對象進行發放問卷，回收有效樣本共343份。所得資料以描述性統計、項目分析、因素分析、信度分析、獨立樣本t檢定、單因子變異數分析、迴歸分析進行分析。本研究結果如下：（1）不同社經背景在「商店形象」、「顧客滿意度」及「顧客忠誠度」變項間有部分存在顯著差異。（2）本研究之商店形象包含三構面: 商品、便利性及氣氛。除了商品與環境滿意無顯著影響之外，其餘子構面（便利性及氣氛）對顧客滿意度有顯著影響。（3）「商店形象」對「顧客忠誠度」有顯著影響。（4）「顧客滿意度」對「顧客忠誠度」有顯著影響。

關鍵字

商店形象；顧客滿意度；顧客忠誠度；星巴克咖啡

並列摘要

Starbucks was founded in 1971 year, and now it became the largest coffeehouse chain in the world. In Taiwan, currently, Starbucks competes fiercely with other two coffeehouse brands, such as Louisa Coffee and 85°C Daily Cafe, though each coffeehouse chains has its own unique characteristics and management style. This research adopts questionnaire survey method to investigate whether there were significant correlation among store image, customer satisfaction and customer loyalty. The questionnaires were distributed to consumers who have been to consume Starbucks coffee chain stores.343 valid samples were collected and analyzed by descriptive statistics, item analysis, factor analysis, reliability analysis, independent sample t test, One-Way ANOVA, and regression analysis. The results of this study are summarized as follows: (1) there are significant differences among different customers’ social backgrounds in store image, customer satisfaction and customer loyalty variables. (2) In this study, store image attributes include “product”, “convenience”, and “atmosphere”. Except for “product” and “environmental satisfaction”, “convenience” and “atmosphere” has significant effect on customer satisfaction。(3) Store image has significant effect on customer loyalty. (4) Customer satisfaction has significant effect on customer loyalty.