| 摘要: | 隨著國人生活水準提高，所得增加，生活方式改變，咖啡的消費人口快速增加。咖啡廳經營所需技術門檻不高、人力及資金需求少，投入咖啡廳經營市場者眾，競爭激烈。除了高於連鎖店的品質標準外，小眾化的特色規劃與設計也是成功經營的重點。本研究以一家位於高雄市馬路騎樓下的肯亞咖啡廳之消費者為研究對象進行問卷調查，探討商店印象、服務品質與顧客忠誠度之間的相關性。並進行問卷調查，共回收有效問卷264份。應用樣本屬性分析、信度分析、平均數分析、獨立樣本T檢定及單因子變異數分析、Pearson積差相關法等統計方法進行分析，並根據研究結果提出具體建議，以供未來實務應用及後續研究參考。研究結果發現商店印象在消費者的居住地、來店次數、收入、購買商品具有顯著差異；服務品質在消費者的居住地來店次數、職業、消息來源、購買商品具有顯著差異；忠誠度則在婚姻及購買商品有顯著差異；商店印象、服務品質與顧客忠誠度之間具有顯著相關；而服務人員的專業、良好的服務態度，與優良的產品品質是騎樓下的咖啡攤吸引顧客的主因。
As the improving standards of living of Chinese people, increasing income and changing lifestyles, the population who consumpts coffee is rapidly increasing. Also, the technical requirements for the management of the coffee shops are not high, the manpower and capital needs are less; therefore, the people operating the coffee shops are highly competitive. In addition to quality standards higher than that of chain stores, the featured planning and indoor design are also the important points of successful management. In this study, a survey on consumers at Kenya Café located at a pedestrian arcade in Kaohsiung City was conducted to investigate the correlation among store impression, service quality and customer loyalty, and a total of 264 valid questionnaires were collected. Application of sample attribute analysis, reliability analysis, mean analysis, independent sample t-test and single-factor variance analysis, Pearson product difference correlation method and other statistical methods for analysis, make specific recommendations for future practical applications and follow-up research references. The results of the study found that the store impressions are significantly different in the consumer's place of residence, the number of visits, income, and purchases of goods; the quality of service is significantly different in the number of visits, occupations, sources, and purchases of the consumer's place of residence; loyalty has significant difference in marriage and purchase of goods. There is a significant correlation among store impression, service quality and customer loyalty. The service staff's professionalism, good service attitude and excellent product quality are the main reasons for attracting customers from the coffee shop at a pedestrian arcade. |
