| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 97 === Along with technical developed, the time progress, the knowledge date crecent moon which the populace receive every day is new, already in did not have the monopolizing market existence, the populace therefore each other competition, the life step also speeds up along with it, a class of populace's life pressure is also getting more and more heavy, therefore, how a comfortable cafe does provide the service and the value added that also becomes the reason which the populace go.
This research take Tainan area 85 degree C and Starbucks coffee as main object of study, compared with two cafes chooses above respectively at least 5, uses provides the questionnaire on the spot the way, altogether recycles effective questionnaire 311 before March, 2008.
This research divides into three big construction surface, take experiences the value, the customer degree of satisfaction to weigh with the population basic capital as the reference, extends 26 crossheads by three big construction surface, and uses Li Kete five meters to test the participant regarding this shop functionality value, the emotionality value, the social value, the knowledgeable value and the customer degree of satisfaction discusses the overall store impression the impression, mainly in discussion with the experience sells the pattern and the consumer satisfy the relevance, and has come 85 degree C and Starbucks's consumers take the reality as this research reference sample.
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