消費者滿意度與忠誠度影響因素之探討－以某連鎖複合式咖啡店為例

Investigating the Factors Influencing Customer Satisfaction and Loyalty- Study of One Chain Compound Coffee Shop

郭淑玲(Caro Kuo)；蔡明智(Ming-Chi Tsai)；蔡美英(Meei-Ing Tsai)

商店位置 ； 商店氣氛 ； 行銷策略 ； 滿意度 ； 忠誠度 ； Store Location ； Store Atmosphere ； Marketing Strategy ； Customer Satisfaction ； Customer Loyalty

觀光旅遊研究學刊

13卷1期（2018 / 06 / 01）

73 - 91

繁體中文

本研究以某新成立的連鎖複合式咖啡店的消費者為研究對象，探討影響消費者滿意度與忠誠度的因素。透過重要度及績效分析(Importance-Performance Analysis, IPA)，瞭解連鎖複合式咖啡店消費者對商店位置、商店氣氛、服務品質、行銷策略等因素的重視程度，以及個案連鎖複合式咖啡店在這些因素上的表現。進而以結構方程模式(Structural Equation Modeling, SEM)，探討這些因素對消費者滿意度及忠誠度的影響。研究結果顯示，商店位置、商店氣氛、行銷策略等構面，對顧客滿意度具有顯著的正向影響，而顧客滿意度對顧客忠誠度具有顯著的正向影響。根據上述結果，本研究並提出具體結論與建議，提供經營者在規劃經營方向，及擬定營運策略之參考。

Taking the consumers in a new chain compound coffee shop as the research samples, this study tries to investigate the factors that affect customer satisfaction and customer loyalty. Firstly, Importance-Performance Analysis (IPA) is used to understand the importance of store locations, store atmosphere, service quality, and marketing strategy from the viewpoint of customer, as well as the performance of focal chain compound coffee shop on these factors. Structural Equation Modeling (SEM) is then used to explore how these factors affect the customer satisfaction, and how customer satisfaction affects customer loyalty. Results reveals that store location, store atmosphere, and marketing strategy have significantly positive influence on customer satisfaction, and customer satisfaction has significantly positive influence on customer loyalty. Conclusions and suggestions are provided based on the research results for the managers as references for their future planning and operations.

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