A study on Marketing Strategy of Specialty Coffee Shop in Coffee Market - Case of Kantata Coffee

• Main Authors: KU,YUE-CHENG, 顧育成
• Other Authors: 林政彥博士
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/m24jfa

碩士 === 德明財經科技大學 === 行銷管理系 === 105 === This study is based on one well-managed specialty coffee shop in Neihu, Kantata Coffee. The questionnaire survey is done by convenience sampling and analyzed with IBM SPSS Statistics, which includes reliability, validity, critical ratio, descriptive, factor, variance and regression analysis. The result of this study is as follows: Based on different demographic variables, some parts of significant differences are valid in the dimension of customer satisfaction, service quality and experiential marketing. And through regression analysis, I found that the dimension of customer satisfaction, service quality and experiential marketing have significant positive correlation with repurchase intention. This study adopts semi-structured interview to research Kantata Coffee. According to the content of interviews with operators and consumers, this study uses Importance-Performance Analysis to analyze their opinions. The suggestions after analyzing are as follows: 1. Keep persisting in differentiation, parity and target focused strategy. 2. Put priority in the improvement of “neatness of toilet”,”price safisfaction ”and “concerned about customers’thoughts”. 3. To introduce diverse menu, which includes special offer sets, soup, meals, dessert and new coffee flavor. Courses of coffee experience are also recommended. 4. From the perspective of researcher, I suggest Kantata to bring their advantage, fresh and excellent coffee, into full play. To develop the market of brunch, adjust human resource and breakthrough their current position. At last, I would like to remind entrepreneurs who want to get into specialty coffee industry. Apart from get everything well-prepared, patience and enthusiasm are the most important things!