| Summary: | 碩士 === 嶺東科技大學 === 行銷與流通管理系碩士班 === 107 === This study is to explore the service quality of five affordable coffee chain-stores including Louisa Coffee, 85° C, Dante Coffee, Mr. Brown Café, and Barista Coffee. The study applies the correspondence analysis to understand the service positioning among Taiwanese consumers for these brands. The results can be used as references of marketing strategies for decision makers of these brands. From the perceptual map of the correspondence analysis, Louisa Coffee, Mr. Brown Café and Barista Coffee are relatively competitive brands. The rest of two brands, 85°C and Dante Coffee, are relatively sole brands without competitive brands, where 85°C possesses an affordable price feature, and Dante has more diverse beverages and has good quality for its beverages.
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