近來台灣在M型社會的影響下，消費習慣也隨之改變。人們開始追求較高的生活品質，咖啡已成為民眾日常生活飲食的重要項目，對咖啡連鎖店的需求也開始改變，消費者開始重視店家的服務品質。 星巴克為咖啡愛好者開創了一個創新的空間，原來喝咖啡不僅是品嘗口味而已，更重要的是可以沉浸在其所塑造的特有都會悠閒氛圍，成為住家與工作地點之外最常去的第三場所（the third place）。星巴克建立獨特的咖啡文化，不做廣告，靠員工的專業、熱情與口碑行銷創造顧客忠誠度。其經營與行銷模式如何保持品牌形象、品質、策略的一致性，並且提供滿意的產品或服務，是本研究想要探討的議題。 本研究以問卷調查了解星巴克連鎖咖啡店的消費者，對其經營與行銷模式的認知做一探討：1.探討顧客對星巴克的行銷的認同與滿意度。2.探討顧客對星巴克的經營模式與服務的認同與滿意度。3.探討星巴克的服務品質與顧客忠誠度之間的關係。 研究結果顯示：顧客對星巴克的體驗行銷的認知度越高，滿意度也越高。顧客對星巴克的經營與滿意度也成正比關係，服務品質的提升能有效增加顧客滿意程度，消費者認為服務品質越高，則其滿意度越高。研究結論可提供給相關業者參考。 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.
