校園實習商店營業績效個案研究－以高雄海洋科技大學狗腿咖啡館爲例

A Case Study of the Operating Performance on Student-run Shop-the Gold Tail Café on National Kaohsiung Marine University

10.6983/KHHYKTHP.201003.0165

洪榮耀(Jung-Yao Hung)；林秀如(Sho-Ru Lin)

實習商店 ； 營業績效 ； 顧客滿意度 ； 服務品質 ； 行銷策略 ； Student-run Shop ； Operating Performance ； Customer Satisfaction ； Service Quality ； Marketing Strategy

高雄海洋科大學報

24期（2010 / 03 / 01）

165 - 189

繁體中文

高雄海洋科技大學運籌管理系於2004年成立校園實習商店－狗腿咖啡館，但成立後營業績效卻是每況愈下。本研究以個案研究法與問卷調查法分析狗腿咖啡館行銷、經營管理策略及消費顧客所感受之服務品質與滿意度，藉以歸納提出服務品質管理建議及有效行銷策略並實行之。在實施服務品質管理建議及行銷策略後，研究顯示咖啡館促銷商品大幅成長，月營業額成長率也都有明顯提升，且獲利率並未下降。綜上所述，本研究可確認於經由個案研究法與問卷調查法提出的服務品質改善建議及行銷策略已初步提升了狗腿咖啡館的營業績效。

The Department of Logistics Management, National Kaohsiung Marine University was established the Student-run Shop-the Gold Tail Café in 2004, but its operating performance continued to decline. The research use the case study and the questionnaire survey method to explore the marketing, management strategies, service quality and satisfaction of the Gold Tail Café to summarize the service quality management proposal and the marketing strategy. Studies show that after the implementation of management suggestions and marketing strategy, promotional goods, the month sale growth rate is significant improvement, and the profit ratio did not decline. A summary, the research could confirm through the service quality management proposal and the marketing strategy raised the operating performance of Gold Tail Café.