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題名 | 咖啡連鎖店服務品質之比較性研究--以星巴克與85°C為例=A Comparative Study on Service Quality for Coffee Chain Stores--The Empirical Study of Starbucks and 85°C |
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作者 | 陳一郎; 鄭明顯; 游淑萍; 林修平; | 書刊名 | 明志學報 |
卷期 | 41:1 2009.06[民98.06] |
頁次 | 頁1-10 |
分類號 | 483.8 |
關鍵詞 | 咖啡連鎖店; 服務品質; PZB模型; Coffee chain stores; Service quality; PZB model; |
語文 | 中文(Chinese) |
中文摘要 | 本研究的目的係針對國內兩大咖啡連鎖業者--星巴克及85度C,藉由問卷調查方式,以瞭解不同咖啡連鎖體系服務品質差異。透過隨機抽樣方式,共蒐集157份有效調查問卷,經由分析探討消費者對於此兩家連鎖咖啡店的服務品質認知。研究結果發現,星巴克及85度C在五大品質構面(有形性、可靠性、反應性、保證性、關懷性)的19個服務品質問項中,有15個問項皆具有顯著差異(p<0.05),其中14個問項為星巴克優於85度C。但值得注意的是,雖然問項「對店家的整體滿意程度」為星巴克優於8度C(4.81:4.39, p<0.01),但在「整體服務所對應的價格」問項中,85度C則顯著優於星巴克(4.18:3.69, p<0.01),顯示兩者在市場的定位中具差異化。本研究建議,兩家業者除持續加強服務品質外,85度C可突顯或拉大其在價格上的優勢,以強化其差異化策略,並彌補整體服務品質分數低於競爭對手的劣勢。 |
英文摘要 | The purpose of this study was attempted to investigate the differences in service quality of the coffee chain stores between Starbucks and 85°C, through a questionnaire by randomly sampling. One-hundred and fifty-seven available data were collected and then analyzed for the study. Results showed that the differences in scores of service quality (those were composed of five scales including tangibles, reliability, responsiveness, assurance, and empathy) perceived by the respondents did exist between the two coffee chain stores. Starbucks were superior in 14 of 15 quality items that revealed significant differences in quality scores (all p<0.05), among all 19 items. However, the respondents perceived the better quality in price item in 85°C than that in Starbuck(4.18:3.69, p<0.01), even the latter perceived the better quality in overall satisfaction item (4.81:4.39, p<0.01). Our study suggests that, besides the improvement in service quality, 85°C should strengthen the advantageous in low-price strategy to differentiate with Starbucks and compensate the relative weakness in service quality. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。