本研究主要目的在瞭解影響連鎖複合型咖啡店之顧客滿意因素,以及顧客個人特質在不同品牌間是否有差異性,以往此類型研究大部分針對單一品牌進行,較少分析比較同質競爭市場之間的差異性,本研究使用結構式問卷,以高雄市三家連鎖複合型咖啡店為研究範圍進行調查,研究發現:(1)影響顧客滿意之因素有五大構面,包括「品牌形象」、「商店氣氛」、「服務態度」、「商品訊息」與「促銷活動」等構面。(2)影響顧客整體滿意最大的因素購面是「商店氣氛」(3)不同品牌的市場定位,對於影響顧客滿意的因素構面有所差異。(4)「品牌形象」與「促銷活動」會影響不同品牌連鎖複合型咖啡店的顧客滿意。(5)顧客個人特質在顧客滿意上有顯著性的差異。
In this study, the author explores the determinants of customer satisfaction with customer characteristics in different composite coffee shop. Most previous studies of customer satisfaction for single brand, lack of the different competitive markets analysis. Using structured questionnaire to investigate the data for three different composite coffee shops in Kaohsiung City. The major findings are :(1)Five dimensions of influence on the customer satisfaction including brand image, store atmosphere, attitude, product information, promotions.(2)「Store atmosphere」 was the major dimension of influence on the customer satisfaction.(3)The dimensions were difference of influence on the different brand positioning.(4)Both 「brand image」 and 「promotions」were the dimensions of influence on the customer satisfaction in the different composite coffee shop.(5)The customer satisfaction were significant difference on customer characteristics.
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