| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 103 === The active promotion by the government of the Coffee Festival since 2003 leads to Gukeng coffee gaining popularity, and encourages many farmers to earn their livelihood by growing coffee trees and operating coffee Shops and homestay. Through discussed for the garden coffee Shops and literature review, this study designed an FAHP’s questionnaire.
The questionnaire contains six parts: 1.the Commodity, 2.the Landscape, 3.the Professional competence, 4.the Customer segmentation, 5.the Location, 6.the sales. After the data analysis, this article found the preview five KSFs for the Stores and consumer are listed as follows:
Stores: 1.the Natural Landscape, 2.Advertisement, 3.the Coffee Bean Baking Professional Abilities, 4.Quality, and 5.Reputation.
Consumers: 1.the Natural Landscape, 2.the Coffee Bean Baking Professional Abilities, 3.store decoration, 4.the Professional Competence in Brewing Coffee, and 5.the Professional Competence in Food Service.
The differences between the perspectives of the two parties were as the values descending respectively : 1.in terms of “supply exceeding demand”: advertisement (17.5%), quality (12.72%), promotion (6.68%), and reputation (5.39%); and 2.in terms of “demand exceeding supply”: store decoration (-5.82%), processed coffee commodities (-7.51%), artificial landscape (-7.82%), and convenience in transport (-9.47%). The remaining variables fell into the category of “supply equals to demand”.
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