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    Title: 服務品質、企業形象對連鎖咖啡店滿意及忠誠度影響之研究
    Other Titles: A study of the relationships among service quality, corporation image, and customer satisfaction, customer loyalty of coffee chain stores
    服務品質企業形象對連鎖咖啡店滿意及忠誠度影響之研究
    Authors: 李靖菱;Lee, Ching-Lin
    Contributors: 淡江大學國際企業學系碩士在職專班
    張俊惠
    Keywords: 連鎖咖啡店;服務品質;企業形象;顧客滿意;顧客忠誠度;Coffee Chain Stores;Service Quality;Corporation image;Customer Satisfaction;Customer Loyalty
    Date: 2011
    Issue Date: 2011-12-28 17:50:34 (UTC+8)
    Abstract: 根據咖啡公會的統計,台灣咖啡市場2009年營業額高達400億元,2010年的營業額460億元,2011年到500億元應是可以預見。就咖啡年消費杯數來看,世界咖啡組織統計,歐洲人平均每人每年消費1000杯,美國、澳洲平均每人每年消費300杯,日本人平均每人每年消費200杯,台灣人僅50杯咖啡,由此可知,台灣的咖啡市場未來成長空間還很大,潛力不容忽視。為了應付龐大的商機,滿足更多的消費者,咖啡店不受到台灣土地狹小的限制,在有限的空間,卻能不斷地增加。因此,本研究將針對台灣的連鎖咖啡店市場進行相關探討。
      本研究目的有三,將探討台灣連鎖咖啡店市場中:
    一、 探討台灣連鎖咖啡店之消費行為中,顧客滿意對於忠誠行為之影響。
    二、 連鎖咖啡店之企業形象是否會透過滿意進一步影響顧客忠誠之形成。
    三、 台灣連鎖咖啡店之消費行為中,消費者所知覺到的服務品質是否是企業形象形成之關鍵前因。
    本研究將針對曾經有至連鎖咖啡店消費經驗的消費者做為研究對象,主要是淡江大學與北台灣科學技術學院二所學校的學生為研究母體。對於研究對象進行人員紙本發放。並且使用SPSS12.0版以及LISREL8.7版作為資料分析的工具。
      經由結構方程模式驗證研究假說,得知有形與無形的服務品質皆能直接影響企業形象;再次驗證顧客滿意確實為顧客忠誠的前因變數;並且在連鎖咖啡店市場中,企業形象扮演重要的中介角色。
    According to the official statistics of Taiwan Coffee Trade Union, the annual revenue of Taiwan coffee market reached 40billions in 2009, and hit 46billions in 2010. 50billions annual revenue in 2011 is anticipative. In the perspective of coffee consumption, European annually consumes 1000 cups per person based on the statistic of International Coffee Organization. American and Australian’s personal consumption are both 300 cups per year, and Japanese annually drinks 200 cups up. However, there are only annually 50 cups per person in Taiwan. It shows the growing engine in Taiwan coffee market is vigorous and reveals potentiality. In order to approach this business and fulfill consumers, the expanding power of coffee shops in Taiwan is strong in this very limited territory. In consequence, the investigation of this paper focuses on coffee chain stores in Taiwan market.
    The main purposes of this investigation are followings.
    1. Clarify the correlation between customer satisfaction and Loyalty in the consumption behavior of Taiwan coffee chain stores.
    2. Identify whether corporate image of coffee chain store shapes customer loyalty via satisfaction.
    3. In perspective of consumption behavior, the service quality which consumers perceive is the root cause of forming corporate image or not.
      This study will be addressed by the customers who own the experience of consuming in coffee chain stores. The main approaching of questionnaire for this paper targets at the students of Tamkang University and Technology and Science Institute of Northern Taiwan. SPSS12.0 and LISREL8.7 are applied for the quantitative analysis.

    Based on the hypothesis of this research which verified by structural mechanism, the insight, which both tangible and intangible service significantly impact corporate image, is realized, and clarify customer satisfaction is the key factor of loyalty. Moreover, it can be recognized that corporate image play the critical position as intermediary in the market of Taiwan coffee chain stores.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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