| Summary: | 碩士 === 中國文化大學 === 生活應用科學研究所 === 89 === 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 lucrative 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 consuming 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: consuming 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 (星巴克), Dante (丹堤), Manabe (真鍋). In the aspect of consuming 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-consuming 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 concludes with concrete suggestions for future coffee selling and product improvement for coffee trader.
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