近年來由於外部環境劇烈變動,企業面臨許多挑戰,不只要強調獲利和績效,更要在激烈的競爭中保持優勢。越南人口約8,000多萬,因殖民與氣候之故,擁有超過150年的咖啡文化。咖啡在早期對越南人是奢侈品,隨著消費能力的提升,加上消費者逐漸在咖啡館從事休閒和洽公,因此近15-20年,越南咖啡業的規模和產量不斷擴大,咖啡連鎖店也日漸普及。卻由於外來低價產品的刺激,導致咖啡業的利潤快速下降。 本研究探究的是全球化對越南咖啡業的影響,探討越南中原咖啡連鎖店的服務品質和對消費者之服務策略。本研究結合Kano及Refined Kano模式,透過問卷的發放來進行品質要素的歸類及彙整,再以重要度-滿意度模式(I-S Model)將品質要素劃分至不同的區域,以便進行服務策略的擬定。
In recent years the external environment changes vigorous leading to enterprises face many challenges , not only emphasize on profitability and performance, but also focus on maintaining our Competitive advantage on the intense competition . Vietnam''s population has more than 80 millions, due to colonial and special climate that built more 150 years of coffee culture. In the past coffee is a luxury good and caused the spending power increase and consumers increasingly engage in leisure and business negotiation at coffee shop close to 15-20 years, the Vietnamese coffee industry expanding the scale and production, the coffee chain store also become more prevalent. beside that due to import Low-priced products coffee leading to rapid decline in the profits of the coffee industry. This study to explore the implications of globalization on Vietnam''s coffee industry, and to explore Vietnam''s Trung Nguyen coffee chain''s store service quality and consumer services strategy. In this study, we combined with Kano and Refined Kano model, through the questionnaires to conduct the classification and consolidation of quality factors, then using Importance-Satisfaction model (IS Model) taking the quality elements divided to different areas for building the service strategy .