| Summary: | 碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 107 === Recently, Taiwan's consuming habits have changed under the influence of the M-Form Society. People began to pursue a higher quality of life, and coffee has become an important item in people's daily diet, the demand for coffee chain store has also begun to change, and consumers have begun to value the quality of service at store.
Starbucks has created an innovative space for coffee lovers. The original coffee is not only taste, but more importantly, it can be immersed in the unique leisure atmosphere created by it, Starbucks builds a unique coffee culture, does not advertise, and creates customer loyalty based on the professionalism, enthusiasm and word of mouth of employees.
This study used a questionnaire survey to understand the consumers of Starbucks:
1.Exploring customer recognition and satisfaction with Starbucks marketing.
2.Exploring the customer's recognition and satisfaction with Starbucks' business model and service.
3.Explore the relationship between Starbucks service quality and customer loyalty.
The results of the study show that the higher the customer's awareness of Starbucks marketing, the higher the satisfaction. Customer's recognition of Starbucks business model is also directly proportional to satisfaction. The improvement of service quality can effectively increase customer satisfaction. Consumers believe that the higher the service quality, the higher their satisfaction. Research findings can be provided to relevant industry practitioners for reference.
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