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    题名: 休閒管理模式在咖啡豆業商業之應用─以 歐客佬咖啡農場為例
    The effect of coffee bean industry on Leisure management mode from Oklaocoffee Farm
    作者: 吳添財
    Wu, Tian Tsai
    贡献者: 休閒與遊憩管理學系
    关键词: 歐客佬咖啡;服務品質;顧客滿意度
    Ou Kewei chain coffee shop;service quality;customer satisfaction
    日期: 2019
    上传时间: 2019-10-22 10:10:23 (UTC+8)
    出版者: 亞洲大學
    摘要: 本研究以歐客佬連鎖咖啡店為研究場域,藉以驗證服務品質與顧客滿意度等變項間之潛在影響關係。研究者依據相關理論自編之「咖啡消費者知覺服務品質對顧客滿意度調查問卷表」為研究工具。於2019年3月至5月於歐客佬連鎖咖啡店臺中市區共5家門市(朝富店、南屯店、大坑店、臺中醫院店及永福店),針對現場376位消費者進行問卷發放。依研究目的施以統計分析結果顯示:(一)不同性別之歐客佬連鎖咖啡店消費者在服務品質及顧客滿意度上有顯著差異;(二)不同年齡之歐客佬連鎖咖啡店消費者在服務品質上有顯著差異;(三)服務品質與顧客滿意度有正向關係(r:.63, p < . 0 01);(四)服務品質會正向影響顧客滿意度(R²:.39, p < . 0 01)。根據結果,建議歐客佬連鎖咖啡店之行銷部門應針對各年齡族群擬定行銷策略並定期辦理相關促銷活動,同時更強化服務品質,以提升顧客滿意度。
    The purpose of this study was to investigate the relationships among service quality and customer satisfaction. The participants were 376 Ou Kewei chain coffee shop customers. The questionnaire was issued. According to the purpose of the research, the results of statistical analysis show that: (1) There are significant differences in service quality and customer satisfaction among consumers of different genders in the chain of coffee shops; (2) Consumers of different ages in the chain of coffee shops There is a significant difference in service quality; (3) There is a positive relationship between service quality and customer satisfaction (r:.63, p < . 0 01); (4) Service quality will positively affect customer satisfaction (R2:. 39, p < . 0 01). According to the results, it is recommended that the marketing department of Ou Kewei chain coffee shop should formulate marketing strategies for all age groups and regularly carry out relevant promotion activities, and at the same time strengthen service quality to enhance customer satisfaction.
    显示于类别:[休閒與遊憩管理學系] 博碩士論文

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