消費體驗、商店形象對統一星巴克顧客忠誠度影響之研究

Abstract

近年來咖啡店不斷在大街小巷中崛起，顯然喝咖啡已經成為街頭巷尾可見的消費行為。而隨著體驗行銷的時代來臨，消費者對咖啡店整體的重視程度亦隨之增加，咖啡店業者如何以其獨有的特色營造出讓消費者感受深刻的環境，以建立消費者對其的忠誠度，則為一重要趨勢。 本研究旨在探討消費者對統一星巴克之消費體驗（包括思考體驗、服務品質體驗、情感體驗）、商店形象（包括商店氣氛、服務人員、促銷性服務、餐點和飲品、便利性）與顧客忠誠度（包括再購意願、推薦意願）之關係，以了解消費者認知上的差異，並希望能提供給業者在經營管理上與行銷策略上一些建議與看法。本研究選定台北市六家星巴克門市（站前門市、重慶門市、懷寧門市、捷運門市、武昌門市、漢中門市）之消費者作為研究母體，透過「簡單隨機抽樣」，共發放642份問卷，回收有效問卷395份，使用統計套裝軟體SPSS.12作為資料分析工具，採用敘述性統計分析、信度分析、效度分析、因素分析、t檢定、單因子變異數分析及相關分析。研究結果如下： 1.不同消費者對星巴克顧客忠誠度、消費體驗及商店形象的差異只有部分顯著 2.星巴克之消費體驗與顧客忠誠度之間存在正相關 3.星巴克之商店形象與消費體驗之間存在正相關 4.星巴克之商店形象與顧客忠誠度之間存在正相關 針對以上研究結果，建議星巴克業者應該要塑造出令人滿意的消費體驗，並建立一個良好的商店形象，以提升消費者之顧客忠誠度。

In the pre s:decade, new coffee chain shops have been springing up all over Taiwan. Drinking coffee is a common consumption behavior everywhere. As experiential marketing age comes, customers emphasized on integral café stores. To build the particular features to impress consumers and let customers become honest consumers was an important trend. The research attempts to discuss the relationships among consumption experience, store image and customer loyalty in Starbucks’ consumers. The research is aimed at the customers of 6 Starbucks coffee shops in Taipei. The objects of research do some survey with simple random sampling. Totally, out of 642 issued questionnaires, and 395 valid questionnaires are collected. The statistical tool was SPSS12.0. Analysis methodologies are descriptive statistics, reliability analysis, validity analysis, factor analysis, t test, one-way ANOVA and correlation analysis. The findings of research follows: 1. There are partially significant differences in customer loyalty, consumption experience and store image among different consumers 2. Consumption experience of Starbucks has an obvious and positive influence on customer loyalty 3. Store image of Starbucks has an obvious and positive influence on consumption experience 4. Store image of Starbucks has an obvious and positive influence on customer loyalty