手作烘焙坊顧客知覺價值與滿意度關係之研究 —以彰化縣Easy Life 玩樂廚房為例

The Study on the Relationship between Customer Perception Value and Satisfaction in Hand-made Bakery - A Case Study of Changhua County Easy Life Fun Kitchen

吳寶仁(PAO-JEN WU)

指導教授 ： 陳宗玄

朝陽科技大學/管理學院/休閒事業管理系/碩士(2019年)

摘要

本研究旨在探討手作烘焙坊顧客知覺價值與滿意度關係之研究，以做為業者經營策略之參考依據；以彰化縣 Easy Life 玩樂廚房為研究範圍與對象，採便利抽樣方式進行問卷調查，共蒐集400份問卷。
研究結果顯示，Easy Life 玩樂廚房消費顧客以女性居多、未婚、年齡在20歲以下、專科(大學)程度、學生族群、月平均收入以2-4萬元居多。顧客知覺價值與滿意度調查結果均呈現為中上程度。不同顧客之年齡，在商譽方面具顯著性的差異；不同顧客之教育程度，其在情感反應、行為價格方面均具有顯著性的差異；不同顧客之每月所得，在品質方面具有顯著性的差異。而顧客知覺價值對於滿意度具有顯著的正向影響；其中以商譽對於滿意度影響最大。
根據上述研究結果發現：除了在經營上須著重在商譽部分、人員服務與產品品質及多元外，價格的訂定也是重點。由於產品品質與人員控管相當不易，還需注意需有一套完整的SOP流程，並加強教育訓練及人格特質的發展，在人、事、物方面都面面俱到，方能使店家得以永續經營與顧客創造雙贏。

關鍵詞：知覺價值、滿意度

關鍵字

知覺價值 ； 滿意度

並列摘要

This study aims to explore the relationship between customer perception value and satisfaction in hand-made bakery. As a reference for the business strategy of the industry. A convenient sampling survey was conducted for Changhua County Easy Life fun kitchen, and 400 valid questionnaires were collected.

The result showed that the majority of consumers are female, age under 20 years old, unmarried with University education, student population and monthly income is 20,000 to 40,000 NT$. Customer perceived value and satisfaction survey results are presented for the upper level. There were significant differences in goodwill among different customer ages. There are significant differences in emotional response behavior price among different customers' education level. The monthly income of different customers has significant difference in quality. Customer perceived value has a significant positive impact on satisfaction; Goodwill has the biggest impact on satisfaction.

According to the results of the study found that in addition to the part on the management should focus on goodwill service and product quality and diversity, price of the set is key because the product quality and personnel management is tough, also need to have a complete SOP process, should pay attention to and strengthen the education training and the development of personality traits, in terms of people what things are needed, in order to make the sustainable business with customers to create a win-win situation

Keyword: Perceived Value, Satisfaction

並列關鍵字

Perceived Value ； Satisfaction

參考文獻

參考文獻

中文部分

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2.行政院主計處（2016）。中華民國行業標準分類。第十次修訂。

3.王金清（1996）。烘焙業不同連鎖體系行銷策略之探討。政治大學教育研究所碩士論文，未出版，臺北。