The Study of Benefit Segmentation, Market Segmentation and Customer Satisfaction--The Case of Individual Coffee Shop in Kaohsiung

• Main Authors: Chun-Yen Lin, 林群雁
• Other Authors: 林建雄
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/26946135088179056995

碩士 === 高雄餐旅學院 === 餐旅管理研究所 === 95 === The purpose of this research is to determine the market segmentation of individual coffee shop as a way to separate goal market for the business. The influences of population variables on benefit segmentation and market segmentation were being studied, as well as the influences of market segmentation influence on customer satisfaction. This research uses fixed quantity sampling method, and 330 samples were collected. Findings shows that there are 3 different groups of coffee shops in Kaohsiung (environment courtship, cheap-fresh, quality ambiance). The findings also shows that part of the population variables affect market segmentation, and market segmentation affect customer satisfaction.