咖啡店形象營造對消費者滿意度影響之研究

人們的消費行為隨著社會的改變而逐漸進步，民眾生活水平逐漸上升，加上國際化意識抬頭，在市場互相比較競爭之下，「咖啡」在臺灣各個地區漸漸成為人民生活中的日常飲品之一。在臺灣，個性咖啡店有持續增加的趨勢。個性加啡店，通常有足夠時間與空間以享受咖啡時光，不似連鎖咖啡店一樣，馬上買完離開卻因為時間緊湊之下無法輕鬆享受咖啡。本次主要研究是在探討消費者對個性咖啡店形象營造而產生消費者滿意度之相關性，老闆利用自己的巧思及設計對咖啡的堅持產生本店的特色，吸引更多的消費者。本次研究以位於高雄市前鎮區的「個性咖啡館-黛西堂」為研究個案，探討「形象營造」與「消費者滿意度」之間的關係，完成消費行為等項目之問卷設計，並針對店裡消費的消費者透過運用「Google 雲端問卷」填寫問卷調查。本次問巻回收有效問巻共計135份，以SPSS 18.0 進行假設檢定及迴歸等分析。問卷經過信度分析、獨立樣本T 檢定、單因子變異數分析及迴歸方析等方法。討論消費者統計變項、形象營造及消費者滿意度之間的相關性與驗證各項假說。經研究發現，「消費者統計變項與服務品質有顯著差異」及「服務品質與消費者滿意度有顯著正相關」。本研究發現對個性咖啡店加強形象營造能使消費者滿意度提升，讓咖啡店成為讓消費者心中首選名單，可供各種類型咖啡店的經營者參考。

關鍵字

個性咖啡店；消費者滿意度；形象營造

並列摘要

People's consumption behavior is gradually changing with the change of living style. Regarding the beverage market segment, due to intense marketing competition, coffee is becoming a common beverage in people’s daily life. Among different business models, a personalized coffee shop style has been created and has a significant increasing trend in Taiwan. Personalized coffee shop can provide their customers a value through the special atmosphere that may be composed of feeling, of leisure life, enjoys of immersing in a well-designed space, or good relationships between owner and customers, and of course with a good taste coffee. Generally, a typical convenience shop only sells coffee, and on the other hand, a chained coffee shop provides uniform format services. This study attempts to know how the image creation of a personalized coffee shop will influence to the consumer satisfaction. The personalized coffee shop named DAI, XI-TANG(黛西堂) were selected as our study case. This study developed a questionnaire and use “Google cloud questionnaire” through QR code (only accessible in the coffee shop) as a tool to collect the samples. A total of 135 valid samples was collected, then the data were analysis by SPSS 18.0. After reliability analysis, independent sample T test, single factor variance analysis and regression analysis, it is found that the demographic factors of the consumers to the service qualities are significant difference, and the positive correlation between service qualities to the consumer satisfaction are significant. Therefore, it is concluded that enhances the image of good service qualities of the personalized coffee shop will result to increase the consumer satisfaction, and then make the personalized coffee shop becomes the first choice for the customer.