| Summary: | 碩士 === 中國文化大學 === 企業實務管理數位碩士在職專班 === 105 === This research will based on S&D coffee as the main research object, to study on the potential preference of budget coffee properties.
There are two major systems of Budget coffee in the current market
(a)Convenience stores , like 7-11, familymart ,etc.
They use a large number of branches as benefits to share the market of budget coffee.
(b) Budget coffee store, like 85℃ , Louisa ,etc
They use Barista to cooking coffee (mostly using espresso machine) and offer the reasonable price.
This research is focused on the survivability and competitiveness for these budget coffee shops in
metropolitan area .
According to the empirical results of this research, the focus is as follows:
1.The location is the most concern , form high to low :
Location → service offering → service quality → cost–performance ratio
2.Service have to mainly to meet the needs of customers, the next is staff attitude.
3.For budget coffee , the location is the most concern , the inconvenienced location will absolutely lower the purchase Intention , the next is service quality.
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