探討台北市Starbucks連鎖咖啡店顧客之需求―以Kono二維品質模式與體驗行銷爲架構

The Research for the Taipei Starbucks Customer Demand of Coffee Chain Stores-Based on the Framework of Kano's Model and Experiential Marketing

吳永宏(Yung-Hung Wu) ； 林秋雯(Chiu-Wen Lin) ； 楊素敏(Su-Min Yang) ； 陳意純(Yi-Chun Chen)

《顧客滿意學刊》 4卷1期 (2008/03) Pp. 69-88

https://doi.org/10.30066/JCS.200803.0003

摘要

2006年遠見十大服務業評鑑中，統一星巴克以81.13分，得到連鎖咖啡店的第一名，這對創立八年且已擁有168家門市的星巴克而言，無疑是最佳的肯定。星巴克在面對各家競爭者不斷超越、抓住顧客的同時，是否也應該秉持咖啡連鎖服務業沒有永遠的第一名之警戒心。除了繼續維持以「體驗行銷」爲訴求的服務要素，更應該著重服務的立基，讀懂消費者的心，以建立顧客忠誠度。
本研究運用體驗行銷爲理論架構，以星巴克的消費者爲調查對象，再以二維品質模式區分其品質要素，結果發現探討的25項品質要素中：6項歸類爲當然品質，9項歸類爲一元品質，7項歸類爲魅力品質，8項歸類爲無差異品質，沒有任何一項屬於反向品質。

關鍵字

服務品質 ； 體驗行銷 ； 二維品質

並列摘要

According to GVM accreditation for the-tenth services in 2006, STARBUCKS got 81.13 points, and it wined the best one for all chain stores. No doubt this is a big honor for STARBUCKS which has founded for eight years and has 168 retail stores now.
STARBUCKS is facing the challenges of all the competitors and attempts to increase the number of customers, it must keep it mind that the winner is not always winner. Except continue to maintain the belief ”experiential marketing”, it should put more focus on the basis of services, and should try to read the thoughts of the consumers to set up the customers' loyalties..
This research adopts Schmitt(1991) examines the Experiential Marketing theory to study Starbucks' consumer, using 2'D quality model to classify quality .The results of research found 6 items are must-be quality, 9 items are one-dimensional quality , only 7items are attractive quality and 8 items are indifferent quality. None is reverse Quality.

並列關鍵字

Service Quality ； Experiential Marketing ； 2'D Quality Model

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