| Summary: | 碩士 === 南臺科技大學 === 行銷與流通管理系 === 107 === In recent years, coffee shops in Taiwan grow rapidly. As a result,coffee shop chain stores emerge everywhere,which intensifies competition in the coffee shop industry.This study observed the operation of coffee shops and found customer interaction plays a key role influencing coffee shop revenue,which is congruent with the findings of other studies.
Thus,the main purpose of this study was to explore how cusstomer interaction quality and strength influence coffee shop operation. Also,due to the fact that the interaction among customers and store clerks is partly determined by the customer extroversion tendency,this study took extroversion tendency into account and tried to understand the relationship among customer interaction quality, interaction strength and customer satisfaction.
This study conducted a survey and received, 171 and 136 copies of the paper questionnaire. Regression analysis has been used verify research assumptions.
The results showed that the interaction quality had a positive effect on the level of customer satisfaction, and there was no significant interaction between the interaction intensity and the satisfaction degree. Finally, suggestions toward the coffee chain store operation were also given based on the research findings.
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