淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


  查詢圖書館館藏目錄
系統識別號 U0002-1207201109103300
中文論文名稱 服務品質、企業形象對連鎖咖啡店滿意及忠誠度影響之研究
英文論文名稱 A Study of the Relationships among Service Quality, Corporation Image, and Customer Satisfaction, Customer Loyalty of Coffee Chain Stores
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士在職專班
系所名稱(英) Executive Master's Program Of Business Administration (EMBA) In International Busines
學年度 99
學期 2
出版年 100
研究生中文姓名 李靖菱
研究生英文姓名 Ching-Lin Lee
學號 798550579
學位類別 碩士
語文別 中文
口試日期 2011-06-20
論文頁數 75頁
口試委員 指導教授-張俊惠
委員-黃志文
委員-洪正興
中文關鍵字 連鎖咖啡店  服務品質  企業形象  顧客滿意  顧客忠誠度 
英文關鍵字 Coffee chain stores  Service quality  Corporation image  Customer satisfaction  Customer loyalty 
學科別分類
中文摘要 根據咖啡公會的統計,台灣咖啡市場2009年營業額高達400億元,2010年的營業額460億元,2011年到500億元應是可以預見。就咖啡年消費杯數來看,世界咖啡組織統計,歐洲人平均每人每年消費1000杯,美國、澳洲平均每人每年消費300杯,日本人平均每人每年消費200杯,台灣人僅50杯咖啡,由此可知,台灣的咖啡市場未來成長空間還很大,潛力不容忽視。為了應付龐大的商機,滿足更多的消費者,咖啡店不受到台灣土地狹小的限制,在有限的空間,卻能不斷地增加。因此,本研究將針對台灣的連鎖咖啡店市場進行相關探討。
  本研究目的有三,將探討台灣連鎖咖啡店市場中:
一、 探討台灣連鎖咖啡店之消費行為中,顧客滿意對於忠誠行為之影響。
二、 連鎖咖啡店之企業形象是否會透過滿意進一步影響顧客忠誠之形成。
三、 台灣連鎖咖啡店之消費行為中,消費者所知覺到的服務品質是否是企業形象形成之關鍵前因。
本研究將針對曾經有至連鎖咖啡店消費經驗的消費者做為研究對象,主要是淡江大學與北台灣科學技術學院二所學校的學生為研究母體。對於研究對象進行人員紙本發放。並且使用SPSS12.0版以及LISREL8.7版作為資料分析的工具。
  經由結構方程模式驗證研究假說,得知有形與無形的服務品質皆能直接影響企業形象;再次驗證顧客滿意確實為顧客忠誠的前因變數;並且在連鎖咖啡店市場中,企業形象扮演重要的中介角色。
英文摘要 According to the official statistics of Taiwan Coffee Trade Union, the annual revenue of Taiwan coffee market reached 40billions in 2009, and hit 46billions in 2010. 50billions annual revenue in 2011 is anticipative. In the perspective of coffee consumption, European annually consumes 1000 cups per person based on the statistic of International Coffee Organization. American and Australian’s personal consumption are both 300 cups per year, and Japanese annually drinks 200 cups up. However, there are only annually 50 cups per person in Taiwan. It shows the growing engine in Taiwan coffee market is vigorous and reveals potentiality. In order to approach this business and fulfill consumers, the expanding power of coffee shops in Taiwan is strong in this very limited territory. In consequence, the investigation of this paper focuses on coffee chain stores in Taiwan market.
The main purposes of this investigation are followings.
1. Clarify the correlation between customer satisfaction and Loyalty in the consumption behavior of Taiwan coffee chain stores.
2. Identify whether corporate image of coffee chain store shapes customer loyalty via satisfaction.
3. In perspective of consumption behavior, the service quality which consumers perceive is the root cause of forming corporate image or not.
  This study will be addressed by the customers who own the experience of consuming in coffee chain stores. The main approaching of questionnaire for this paper targets at the students of Tamkang University and Technology and Science Institute of Northern Taiwan. SPSS12.0 and LISREL8.7 are applied for the quantitative analysis.

Based on the hypothesis of this research which verified by structural mechanism, the insight, which both tangible and intangible service significantly impact corporate image, is realized, and clarify customer satisfaction is the key factor of loyalty. Moreover, it can be recognized that corporate image play the critical position as intermediary in the market of Taiwan coffee chain stores.
論文目次 目錄

誌謝辭 I
中文摘要 II
英文摘要 IV
目錄 VI
表目錄 VIII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節 研究流程 4
第二章 理論與文獻探討 6
第一節 台灣連鎖咖啡店發展現況 6
第二節 服務品質相關文獻 10
第三節 企業形象相關文獻 17
第四節 顧客滿意度相關文獻 19
第五節 顧客忠誠度 25
第三章 研究方法 31
第一節 觀念架構 31
第二節 研究假說 32
第三節 研究變數之操作性定義與衡量項目 33
第四節 研究設計 38
第五節 資料分析方法 39
第四章 資料分析與結果 43
第一節 敘述性統計 43
第二節 信度分析 50
第三節 結構方程模式分析 52
第五章 研究結論與發現 61
第一節 研究結論 61
第二節 研究發現 61
第三節 研究限制與未來研究建議 63
參考文獻 64
附錄 研究問卷 73

表目錄

表 2-1 台灣咖啡店的發展 7
表 2-2 服務品質的定義 11
表 2-3 SERVQAL 量表 15
表 2-4 公司形象定義 18
表 2-5 顧客滿意定義彙整表 22
表 2-6 顧客忠誠定義表 27
表 2-7 顧客忠誠衡量構面之彙整表 29
表 3-1 服務品質之有形的實體品質之操作性定義與衡量項目 34
表 3-2 服務品質之無形的服務人員之態度品質之操作性定義與衡量項目 35
表 3-3 企業形象之操作性定義與衡量項目 36
表 3-4 顧客滿意之操作性定義與衡量項目 37
表 3-5 顧客忠誠度之操作性定義與衡量項目 38
表 3-6 問卷回收情況分析表 39
表 3-7 整體配適度指標與理想評估準則 41
表 4-1 受測者平時最常去的咖啡店 44
表 4-2 受測者之消費目的 44
表 4-3 受測者之平均每星期到咖啡店次數 45
表 4-4 受測者之消費時機 46
表 4-5 受測者通常和誰一起去咖啡店消費 46
表 4-6 受測者在咖啡店平均消費金額 47
表 4-7 受測者之平常接觸媒體習慣 47
表 4-8 受測者之性別分佈 48
表 4-9 受測者之年齡資料 48
表 4-10 受測者之職業資料 49
表 4-11 受測者之平均月收入資料 49
表 4-12 受測者之婚姻狀況資料 50
表 4-13 本研究各構面之Cronbach’ s α 51
表 4-14 結構方程模式之參數說明 54
表 4-15 整體配適度指標評估結果 56
表 4-16 衡量模式之評估 57
表 4-17 結構模式之研究假說與驗證結果 58
表 4-18 模式之路徑效果分析 60

圖目錄

圖 1-1 研究流程 5
圖 2-1 本研究之觀念架構 31
圖 4-1 本研究模式之線性結構關係圖 53
圖 4-2 本研究模式之線性結構關係路徑分析圖 59

參考文獻 一、 中文部份
尤千美(2009),「企業用戶對網路銀行使用滿意度之研究」,淡江大學國際企業研究所碩士在職專班論文。
王宗琳(2003),「高雄市咖啡連鎖店商店印象與消費者購買行為關係之研究」,國立中山大學傳播管理研究所碩士論文。
王俊華(2007),「網咖產業未來發展未來發展經營策略之個案研究」,國立中山大學管理學院高階經營碩士學程在職專班碩士論文。
周文賢 (2002),多變量統計分析:SAS/STAT 使用方法,智勝文化。
周文賢(2004),多變量統計分析-SAS/STAT使用方法,華泰書局。
徐玉燕(2002),「消費者特徵、企業形象與服務品質對購買決策影響之研究—以 台灣地區不同零售業態加以實證」,中國文化大學國際企業管理研究所碩士論文。
黃俊英(2000),多變量分析,台北:華泰書局。
黃信儒(2003),「運用限制理論建構以顧客期望為基礎之經營策略-以台灣線上音樂市場為例」,台北科技大學工業工程與管理研究所碩士論文。
黃雅慧(2007),「以服務利潤鏈觀點提升連鎖通路經營績效之研究--以怡客咖啡為例」,東吳大學商學院企業管理學系碩士班碩士論文。
陳進成(2003),「電子商務顧客價值、滿意度與忠誠度之研究-以電子商店為例」,中原大學資訊管理研究所碩士論文。
楊聰林(2005),「顧客滿意與顧客忠誠之研究-以台灣某一物流公司為例」,朝陽科技大學工業工程與管理研究所碩士論文。
蔡晟權(2007),「關係行銷結合方式、服務品質對顧客滿意度與忠誠度的影響」,國立成功大學管理學院高階管理碩士在職專班論文。
劉宗哲,陳嘉旻(2006),「顧客忠誠與其前置變項之關係-以量販店業為例」,經營管理論叢,第二卷第二期,第39-59頁。
龔祐德(2009),「連鎖咖啡服務創新對再購意願之研究」,真理大學管理研究所碩士論文。
二、 英文部份
Aaker, D. A. and K. L. Keller(1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, 54(1), 27-41.
Aga, Mehmet; Okan Veli Safakli (2007), “An Empirical Investigation of Service Quality and Customer Satisfaction in Professional Accounting Firms: Evidence from North Cyprus, ” Problems and Perspectives in Management Vol.5(3) , pp. 84-98,138.
Andereassen, T. W. and B. Linderested(1998), “The Effect of Corporate Image In The Formation of Customer Loyalty,” Journal of Service Research, 19(1), 82-92.
Anderson, E. W., and C. Fornell (2000), “Foundations of the American Customer Satisfaction Index,” Total Quality Management, Vol.11(7), S869-S882.
Anderson, E. W., C. Fornell, and D. R. Lehmann (1994), “Customer Satisfaction, Market share and Profitability: Findings from Sweden,” Journal of Marketing, Vol.58(3) PP.53-56.
Anderson, E.W., and M.W.Sullivan(1993), “The Antecendents and Consequences of Customer Satisfaction for Firms,” Marketing science, Vol.12(2), pp.125-143.
Anderson, Rolph E. and Srinivasan Swaminathan(2011), “Customer Satisfaction and Loyalty in E Markets:A PLS Path Modeling Aproach,” Journal of Marketing Theory and Practice, vol. 19(2), pp. 221–234.
Babakus E, Bienstock CC, Van Scotter JR.(2004). “Linking Perceived Quality And Customer Satisfaction to Store Traffic and Revenue Growth. ” Decision Science, 35. 713-737.
Babin, B. J. and M. Griffin(1998), “The Nature of Satisfaction: An Updated Examination and Analysis,” Journal of Business Research, 41(2), 127-136.
Baker, D. and Crompton, J. (2000). “Quality, Satisfaction and Behavioral Intentions. ” Annals of Tourism Research. 27,785-804.
Bayton, J. A.(1959), “Researching The Corporate Image,” Public Relation, 4(10), 3-8.
Bearden. William O. and Jesse E. Teel(1983), “Selected Determinants of Consumer Satisfaction and Complaint Reports,”Journal of Marketing Research, 20(2), 21-28
Bloemer, J., de Ruyter, K., & Wetzels,M.(1999), “Linking Perceived Service Quality and Service Loyalty : A Multi-Dimensional Perspective, ”European Journal of Marketing, Vol.33, pp.1082-1106.
Boulding, W., A. Kalra, R. Staelin, and V. A. Zeithaml(1993), “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions,” Journal of Marketing Research, 30(1), 7-27.
Bowen, J. T., S. Shoemaker (1998), “Loyalty: A Strategtic Commitment,” Cornell Hotel and Restaurant Administration Quarterly, ” Vol. 39(1), pp. 12-25.
Brown Robert M. and Timothy William Mazzarol(2009), “ The Importance of Institutional Image to Student Satisfaction and Loyalty Within Higher Education,” High Educ, Vol. 58, pp. 81-95
Cardozo, R. N. (1965), “An Experimental Study of Customer Effort, Expectation and Satisfaction,” Journal of Marketing Research, Vol. 2(3), pp. 244-249.
Chaudhuri, Arjun, and Morris B. Holbrook. (2001). “ The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: the Role of Brand Loyalty. ” Journal of Marketing, 65(2), 81-93.
Choi, K. S., Lee,H.J., Kim, C.K. and Lee S. H(2005),” The service quality dimensions and patient satisfaction relationships in South Korea: comparisons across gender, age and types of service,” The Journal of Services Marketing,Vol.19,No.3,pp.140-149.
Churchill Jr., G. A. and C. Surprenant (1982), “An Investigation into The Determinants of Customer Satisfaction,” Journal of Marketing Research, Vol. 19(4), pp. 491-504.
Wiley and Sons, New York.
Hunt, H. K.(1977), “CS/D-Overview and Future Research Directions, ” in Hunt, H. K. eds., Conceptualization and Measurement of Customer Satisfaction and Dissatisfaction, Marketing Science Institute, Cambridge.
Jones, T. O. and W. E. Sasser Jr.(1995), “Why Satisfied Customer Defect,” Harvard Business Review, Vol. 73(November/December), pp. 88-99.
Kandampully Jay and Hsin-Hui Hu(2007), “Do Hoteliers Need to Manage Image to Retain Loyal Customers?” International Journal of Contemporary Hospitality Management, Vol. 19(6), pp. 435-443
Kotler, P.(2003), Marketing Management, 11th ed., Prentice Hall, New Jersey.
Kotler, Ph.(1997), Marketing Management, Analysis, Planning, Implementation and Control, 9th Edition, Prentice-Hall, Inc., Englewood Cliffs, N. J.
Kristensen K., A. Martensen and L. Gronholdt (2000), “Customer Satisfaction Measurement at Post Denmark: Results of Application of The European Customer Index Methodology,” Total Quality Management, Vol. 11(7), pp. 1007-1015.
Kristensen, K., A. Martensen, and L. Gronholdt(2000), “Customer Satisfaction Measurement at Post Denmark: Results of Application of The European Customer Satisfaction Index Methodolody,” Total Quality Management, 10, 602-614.
Laohasirichaikul Bunthuwun, Sirion Chaipoopirutana, and Howard Combs(2011),” Effective Customer Relationship Management of Health Care:A Study of Hospitals in Thailand” Journal of Management and Marketing Research, Vol. 6, pp. 1-12
Lee Ming-Shing, Huey-Der Hsiao and Ming-Fen Yang(2010), “The Study of The Relationships Among Experiential Marketing, Service Quality,Customer Satisfaction And Customer Loyalty,” International Journal of Organizational Innovation,Vol. 3(2), pp. 352-378.
Lehtinen, U., and Lehtinen, J.R. (1991), “Two Approaches to Services Quality Dimensions,” Service Industries Journal, Vol.11(3), pp.289-303.
Loudon, D. L., and Della Bitta, A.J.(1993). Consumer Behavior, New York: McGraw-Hill.
Loudon, D. and Della Bitta, A. (1996). Consumer Behavior in Australia and New Zealand. Sydney: McGraw-Hill.
Martensen Anne, L. Gronholdt, and K. Kristensen (2000),“The Drivers of Customers Satisfaction and Loyalty:Corss Industry Findings From Denmark,” Total Quality Management, Vol.11(4/5/6), pp. 544-553.
Morf, D. A., G. S. Michael, and J. V. Scott(1999), “A Survey of Ethics Officers in Large Organizations,” Journal of Business Ethics, 20(1)265-271.
Neal, W. D. (1999) , “Satisfaction is Nice, but Value Drives Loyalty,” Marketing Research, Vol. 11(1), pp. 20-23.
Nguyen, Nha; LeBlanc, Gaston(1998), “The Mediating Role of Corporate Image on Customers' Retention Decisions: An Investigation in Financial Services,” The International Journal of Bank Marketing ,Vol.16(2) ,pp.52-65.
Nicholls, J.A.F., Gilbert, G Ronald and Roslow Sydney(1988), “Parsimonious Measurement of Customer Satisfaction with Personal Service and the Service Setting,”The Journal of Consumer Marketing, Vol.15(3), pp.239-253.
Oliver, R. L. (1993), “Cognitive, Affective and Attribute Bases of the Satisfaction Response,” Journal of Consumer Research, Vol. 20, pp. 418–430.
Oliver, R. L. and DeSarbo,W. S. (1988), “ Response Determinants in Satisfaction Judgments,” Journal of Consumer Research, Vol. 14, pp. 495–508.
Oliver, R. L.(1981), “Measurement and Evaluation of Satisfaction Processes in Retail Settings,” Journal of Retailing, 57(3), 25-48.
Oliver, R. L. (1999), “Whence Customer Loyalty?,” Journal of Marketing, Vol. 63(4), pp. 33-44.
Oliver, R. L., R. R. Rust, and S. Varki (1997), “Customer Delight: Foundations, Findings, and Managerial Insight,” Journal of Retailing, Vol. 73(Fall), pp. 311-336.
Oliver, Richard L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,”Journal of Marketing Research, 17(11), 460-469.
Ostrom, A. and D. Iacobucci(1995), “Consumer Trade-Offs and the Evaluation of Services,” Journal of Marketing, 59(1), 17-28.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1985), “A Concept Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, Vol. 49, pp. 41-50.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality,” Journal of Retailing, Vol.64(1), pp. 12-40.
Pepper, D. and M. Rogers(1993), “The One to One Future: Building Relationships One Customer at A Time,” Strategy, 5(4), 4.
Reichheld, F. F. and W. E. J. Sasser(1990), “Zero Defections: Quality Comes to Services,” Harvard Business Review, 68(5), 105-109.
Robertson, T. S., & Gatignon, H. (1986). “Competitive Effects on Technology Diffusion. ” Journal of Marketing, 50, 1-12.
Rust, R. T. and R. L. Oliver(1994), “Service Quality: Insights and Managerial Implication from The Frontier,” in Rust, R. T. and R. L. Oliver eds., Service Quality: New Direction in Theory and Practice, Sage, Thousand Oaks, CA.
Sasser, W. E. Jr. R. P. Olsen, and D. D. Wyckoff (1978), Management of Service Operations, Test and Cases, Boston: Allyn and Bacon.
Selnes, F.(1993), “An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty,” European Journal of Marketing, 27(9), 19-35.

Singh, Jagdip (1991). “Understanding the Structure of Consumers’ Satisfaction Evaluations of Service Delivery.” Journal of Academy of Marketing Science. 19, 3. 223-224.
Stum, D. L. and A. Thiry(1991), “Building Customer Loyalty,” Training and Development Journal, 45(4), 34-36.
Sweeney, J. C., Johnson,W.L.,Armsrong,R.W(1992),” The Effect of Cues on Service Quality Expectations and Service Selection in a Restaurant Setting.” The Journal of Services Marketing,Vol. 6,No.4,pp.15.
Tse, D. K. and P. C. Wilton(1988), “Models of Consumer Satisfaction Formation: An Extension,” Journal of Market Research, 25(5), 204-212.
Walters, C. G(1978), Consumer behavior: A Integrated Framework, Richard D. Irwin Inc, New York.
Westbrook, R. A. (1980), “A Rating Scale for Measuring Product/Service Satisfaction,” Jorunal of Marketing, Vol. 44(4), pp. 68-72.
Yuille, J. C., and M. J. Catchpole(1977), “The Role of Imagery in Models of Cognition,” Journal of mental imagery, 1(1), 171-180.
Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol. 60(2), pp. 31-46.
Zins, Andreas H(2011),” Relative Attitudes and Commitment in Customer Loyalty Models: Some Experiences in The Commercial” Journal of Service Management,Vol. 12,3/4.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2012-08-09公開。
  • 不同意授權瀏覽/列印電子全文服務。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信