台北市咖啡連鎖店顧客滿意度之研究

吳武忠; 鄭秀香

doi:10.6267/JTLS.2002.8(2)5

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P71 - 86

人文学 > 地理及区域研究
社会科学 > 体育学

DOI： 10.6267/JTS

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台北市咖啡连锁店顾客满意度之研究

A Study of Customer Satisfaction in Taipei Coffee Chain Shops

吴武忠(Wu-Chung Wu) ；郑秀香(Hsiu-Hsiang Cheng)

观光研究学报； 8 卷 2 期 (2002 / 12 / 01) ， P71 - 86

繁体中文 DOI： 10.6267/JTLS.2002.8(2)5

咖啡；咖啡连锁店；顾客满意度；连锁店； Coffee ； Coffee Chain Shops ； Customer Satisfaction ； Chain Shops

2 个人觉得这篇文章赞

摘要 │ 参考文献 (14) │ 被引用文献 (9) │ 国际计量

摘要〈TOP〉

并列摘要〈TOP〉

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.

参考文献 ( 14 ) 〈TOP〉

Aiello, C.、Larry, J. R.(1976)。Consumer Satisfaction: Toward an Integrative Framework。Proceedings of the Southern Marketing Association
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)
中华民国连锁店协会(1999)。98`连锁店年监。台北:中华民国连锁店协会。

被引用文献 ( 9 ) 〈TOP〉

国际计量

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