Research on Customer Satisfaction of Chain Coffee Shop Management and Marketing Model--Taking Starbucks as an Example
碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 107 === Recently, Taiwan's consuming habits have changed under the influence of the M-Form Society. People began to pursue a higher quality of life, and coffee has become an important item in people's daily diet, the demand for coffee chain store has als...
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ndltd-TW-107NHU007200272019-07-26T03:38:49Z http://ndltd.ncl.edu.tw/handle/z69384 Research on Customer Satisfaction of Chain Coffee Shop Management and Marketing Model--Taking Starbucks as an Example 連鎖咖啡店體驗行銷、服務品質對顧客滿意度之研究-以星巴克為例 HUANG, CHIEN-HSUN 黃建勳 碩士 南華大學 旅遊管理學系旅遊管理碩士班 107 Recently, Taiwan's consuming habits have changed under the influence of the M-Form Society. People began to pursue a higher quality of life, and coffee has become an important item in people's daily diet, the demand for coffee chain store has also begun to change, and consumers have begun to value the quality of service at store. Starbucks has created an innovative space for coffee lovers. The original coffee is not only taste, but more importantly, it can be immersed in the unique leisure atmosphere created by it, Starbucks builds a unique coffee culture, does not advertise, and creates customer loyalty based on the professionalism, enthusiasm and word of mouth of employees. This study used a questionnaire survey to understand the consumers of Starbucks: 1.Exploring customer recognition and satisfaction with Starbucks marketing. 2.Exploring the customer's recognition and satisfaction with Starbucks' business model and service. 3.Explore the relationship between Starbucks service quality and customer loyalty. The results of the study show that the higher the customer's awareness of Starbucks marketing, the higher the satisfaction. Customer's recognition of Starbucks business model is also directly proportional to satisfaction. The improvement of service quality can effectively increase customer satisfaction. Consumers believe that the higher the service quality, the higher their satisfaction. Research findings can be provided to relevant industry practitioners for reference. CHEN, CHIH-CHANG OU, CHING-JUNG 陳志昌 歐靜蓉 2019 學位論文 ; thesis 84 zh-TW |
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碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 107 === Recently, Taiwan's consuming habits have changed under the influence of the M-Form Society. People began to pursue a higher quality of life, and coffee has become an important item in people's daily diet, the demand for coffee chain store has also begun to change, and consumers have begun to value the quality of service at store.
Starbucks has created an innovative space for coffee lovers. The original coffee is not only taste, but more importantly, it can be immersed in the unique leisure atmosphere created by it, Starbucks builds a unique coffee culture, does not advertise, and creates customer loyalty based on the professionalism, enthusiasm and word of mouth of employees.
This study used a questionnaire survey to understand the consumers of Starbucks:
1.Exploring customer recognition and satisfaction with Starbucks marketing.
2.Exploring the customer's recognition and satisfaction with Starbucks' business model and service.
3.Explore the relationship between Starbucks service quality and customer loyalty.
The results of the study show that the higher the customer's awareness of Starbucks marketing, the higher the satisfaction. Customer's recognition of Starbucks business model is also directly proportional to satisfaction. The improvement of service quality can effectively increase customer satisfaction. Consumers believe that the higher the service quality, the higher their satisfaction. Research findings can be provided to relevant industry practitioners for reference.
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CHEN, CHIH-CHANG |
author_facet |
CHEN, CHIH-CHANG HUANG, CHIEN-HSUN 黃建勳 |
author |
HUANG, CHIEN-HSUN 黃建勳 |
spellingShingle |
HUANG, CHIEN-HSUN 黃建勳 Research on Customer Satisfaction of Chain Coffee Shop Management and Marketing Model--Taking Starbucks as an Example |
author_sort |
HUANG, CHIEN-HSUN |
title |
Research on Customer Satisfaction of Chain Coffee Shop Management and Marketing Model--Taking Starbucks as an Example |
title_short |
Research on Customer Satisfaction of Chain Coffee Shop Management and Marketing Model--Taking Starbucks as an Example |
title_full |
Research on Customer Satisfaction of Chain Coffee Shop Management and Marketing Model--Taking Starbucks as an Example |
title_fullStr |
Research on Customer Satisfaction of Chain Coffee Shop Management and Marketing Model--Taking Starbucks as an Example |
title_full_unstemmed |
Research on Customer Satisfaction of Chain Coffee Shop Management and Marketing Model--Taking Starbucks as an Example |
title_sort |
research on customer satisfaction of chain coffee shop management and marketing model--taking starbucks as an example |
publishDate |
2019 |
url |
http://ndltd.ncl.edu.tw/handle/z69384 |
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