台北市咖啡連鎖店顧客滿意度之研究

A Study of Customer Satisfaction in Taipei Coffee Chain Shops

吳武忠(Wu-Chung Wu) ； 鄭秀香(Hsiu-Hsiang Cheng)

《觀光研究學報》 8卷2期 (2002/12) Pp. 71-86

https://doi.org/10.6267/JTLS.2002.8(2)5

摘要

咖啡店近十年來如雨後春筍般的林立，空閒時喝杯咖啡成了台灣人主要的消遣之一；特別是都會區咖啡店數不斷增加，代表了都會區為咖啡連鎖業者的兵家必爭之地，僅台北市就有超過二百家的咖啡連鎖店，街頭巷尾到處都看得到此種新型態的咖啡連鎖店，整個咖啡消費市場蓬勃發展。然而，隨著消費水準的提升，強化專業的服務與產品的品質，滿足顧客的需求，將成為咖啡連鎖店經營成敗的關鍵。
本研究以台北市咖啡連鎖店顧客滿意度為主題，旨在了解目前台北市咖啡連鎖店顧客滿意度之現況，並探討顧客滿意度之影響因素，以做為業者在擬定行銷策略及軟硬體規劃時的重要參考。本研究採用問卷調查法，研究工具為「台北市咖啡連鎖店顧客滿意度調查問卷」，問卷內容包括「消費經驗調查表」、「顧客滿意程度量表」、「顧客重視程度量表」及「個人基本資料調查表」四部分。發放問卷480份，回收有效問卷414份。
根據研究結果發現，台北市咖啡連鎖店顧客以「女性」居多，婚姻狀況多為「未婚」，年齡層在「19~25歲」居多；教育程度為「大學」，從事的行業以「服務業」為主；而在不考慮學生族群情況下，平均月收入在「25,001元~35,000元」最多，平均一個月的消費次數以「1~3次」為主；最近一次前往的咖啡連鎖店前三名依序為Starbucks、丹堤、真鍋；在消費意願方面，以「會再次前往消費」居多，前往咖啡連鎖店的主要消費目的為「朋友聚會」及「享受咖啡店的氣氛」。台北市咖啡連鎖店顧客滿意度尚可，但未達滿意程度。在顧客重視程度影響因素方面，會因「年齡」、「職業」及「最近一次前往的咖啡連鎖店」等因素的不同而有差異存在；顧客滿意度方面會因「最近一次前往的咖啡連鎖店」、「一個月消費次數」及「下次是否再次消費」等消費經驗的不同而有差異存在，個人背景變項方面則無差異存在。為使咖啡連鎖店能提供更完善之服務與產品，藉此提升國內咖啡連鎖店之素質，根據研究結果，提出具體建議，以供業者作為未來在行銷及商品企劃改進之參考。

關鍵字

咖啡 ； 咖啡連鎖店 ； 顧客滿意度 ； 連鎖店

並列摘要

In the present decade, new coffee shops have been springing up all over Taiwan. It has become one of major diversions for Taiwaners to drink coffee at leisure. Cafés of new style and chain store in metropolitan areas increase rapidly, which indicates this desirable market of metropolises for shop owners. In Taipei alone, there are more than two hundred chain stores of coffee shop. On big streets and narrow lanes, coffee shops can be seen in everywhere. With the rising of consumption level, to promote professional service and product quality, and to meet customer's needs become the touchstone for running business successfully.
This research focuses on customer satisfaction of Taipei coffee chain store, attempts to present the real situation of customer satisfaction of Taipei coffee chain store, explores latent factors for customer satisfaction and finally offers information for shop owners in making sales strategies and hardware programming. The questionnaires were used as the research method, entitled ”The Survey of Customer Satisfaction of Taipei Coffee Chain Store,” which contains four parts: consumption experience, customer satisfaction, customer evaluation, and respondent's personal information. Out of 480 issued questionnaires, 414 copies received are effective.
There are several findings as follows: Most customers were female, single, aged from 19 to 25 years old, college education, in service trades; excluding student respondents, average monthly income ranged form 25,001 to 35,000 NT dollars, 1 to 3 times of going per month. The first three stores which they lately went were Starbucks, Dante, Manabe. In the aspect of consumption intention, many tended to consume again in the same store, most for meetings or self-enjoyment. The level of satisfaction was scaled acceptable but not pleasing. Age, profession and lately-going coffee store affected customer evaluation. Customer satisfaction varied from factors including lately-going coffee store, consumption frequency/per month, and re-consumption willingness. The variable of respondent personal indicated no significant relation.
In order to provide better service and products as well as to promote the quality of coffee chain stores in Taiwan, this research concluded with concrete suggestions for future coffee selling and product improvement for coffee trader.

並列關鍵字

Coffee ； Coffee Chain Shops ； Customer Satisfaction ； Chain Shops

參考文獻

Aiello, C.、Larry, J. R.()。

Albrecht, Karl、L. J. Bradford(1990)。The Service Advantage: How to Identity and Fulifll Customer Needs。Homewood, IL:Dow Jones Irwin。

Cronin, J. J.、Brady, M. K.、Hult, G. T.(2000)。Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments。Journal of Retailing。76(2)，193-217。

Tucci, L.A.、Talaga, J.A(2000)。Determinants of Consumer Perceptions of Service Quality in Restaurant。Journal of Food Products Marketing。6(2)

中華民國連鎖店協會(1999)。98`連鎖店年鑑。台北:中華民國連鎖店協會。