| Summary: | 碩士 === 佛光大學 === 管理學系 === 96 === As economy grows up, competition of catering trade either more and more fierce, ' coffee tea house ' whether all think first-selection of entrepreneur among them, want how take off tip and create one's own group, serving of consumption, among numerous rival, it is the lucrative the only effective means. Drinking coffee have already not merely drunk coffee for present consumered, if can be in conformity with service that the customer expects to serve quality except be able to increase customer satisfaction, all there are tactic interests in occupation rate of market and rate of returns of investment, in addition improve productivity so operator of cafe hope course that consume can offer comfortable, self-confident, unrestrained, getting light mood effectively, a certain specific mood by experiencing emerging, in order to offer more opportunities that consumers did shopping. Whether the space of the cafe can attract consumers to design, let consumers to the demands of the vision and psychological aspect in space, expect satisfied at the same time, become cafe can succeed in key that deal in already too.
This research regards cafe consumer of Yilan as the research object, assay (t-test) with t And the single factor makes a variation and counts and analyses (One -Way Analysis of Variance) Assay different quality of service for cafe of demographic parameter, difference of service space and satisfaction, loyalty, verify the hypothesis that this research institute puts forward, understand customer's degree of attention to serving quality and service space in the cafe to the relation between satisfaction and loyalty, find different demographic parameters have not shown the difference in serving the quality consciousness, the difference of the job will be causing and serving the difference of showing of space perception, the satisfaction to customer of different demographic parameters has not shown the difference, the difference of the age will cause in the difference of showing of customer's loyalty, it is apparent to the relation that service quality has some to customer satisfaction; Serving the space apparent to the relation to customer satisfaction, service quality is having some apparent ones to customer's loyalty to the relation; Serve the space apparent to the relation to customer's loyalty; Customer satisfaction is having the apparent one to customer's loyalty to the relation.
According to data analysis, serving the space will explain ability to customer satisfaction and customer's loyalty, greater than the quality of serving, the person who proposes cafe industry moulds the style and characteristic to the atmosphere in the shop, enable consumer to have good consumption space, secondly, strengthen personnel's screening and training, increase consumers' interdynamic and can trust the sense, in order to gain consumer's good impression, can increase consumer's satisfaction to the cafe, attract the will which consumers buy and recommend to relatives and friends again too.
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