獨立咖啡店顧客價質與場所依戀的關係：業主認知－分析質性研究的取向

The Connections between the ＂Customer Value＂ and ＂Place Attachment＂ of Individual Café Shop: the Perceptions of Owners - An Analytical Qualitative Research Approach

10.29429/JSLHR.201706_12(2).01

宋永坤(Yung-Kun Sung)；陳玉瑾(Yu-Chin Chen)

獨立咖啡店 ； 場所依戀 ； 顧客價值 ； Individual Cafe Shop ； Place Attachment ； Customer Value

運動休閒餐旅研究

12卷2期（2017 / 06 / 01）

1 - 20

繁體中文

現今國人對咖啡需求上升，台灣台北獲選世界最佳咖啡之都之一，咖啡店業主更致力於塑造個人品牌風格的場所，以帶給顧客不同的消費體驗及樂趣。本研究探討業主提供的顧客價值及顧客對獨立咖啡店的場所依戀與探討兩者之間的關連性。本研究屬初探性研究，為了使研究更加完整與嚴謹，使用質性研究方法，採立意抽樣，因此選定三家獨立咖啡店業主與消費者為研究參與者。研究結果發現，咖啡店業主提供的顧客價值與顧客對獨立咖啡店的場所依戀，這兩者之間是息息相關。實務上，業主需照顧顧客的需求，顧客亦需瞭解業主的經營哲學，以利獨立型咖啡店的永續經營。

People are rising the demand for coffee, Taipei, Taiwan were elected as the one of the world's best coffee city. The owners of café shop are more committed to build personal branding style places, to provide different shopping experiences and fun for customers. The study was to investigate café shop owners' customer value and customers' place attachment toward individual café shops and to explore the connections between customer value and place attachment. This is an exploratory study, in order to make a more complete and rigorous study, the qualitative research method and purposive sampling were used, thus, three individual cafe shops and their consumers were selected as the research participants. Research found that there were connections between customer values of café shop owners and place attachments of customers. Practically, the owners should take care customers' needs, as well as, customers should understand owners' operational philosophy, in order to keep the sustainable management of the individual café shops.

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