CITY CAFE顧客滿意度之研究

Customer Satisfaction：CITY CAFE Case

隨著台灣咖啡文化逐漸盛行，品嚐咖啡已成為一種全民運動（李驊芳，2009）。7-11所獨創的CITY CAFE也加入平價競爭。本研究目的探討CITY CAFE顧客滿意度現況分析與差異性考驗。採隨機抽樣，發出299份問卷，有效回收率99.6%。研究主要結論：年齡方面，在「促銷活動」構念上，「21-30歲」高於「51歲以上」；在「裝潢設計」構念上「21-40歲」高於「51歲以上」。最喜歡城市咖啡方面，在「促銷活動」、「裝潢設計」、「整體顧客滿意度」構念上「7-11」高於「85度c」。特色方面，在「附加價值」、「整體顧客滿意度」構念上，「咖啡豆品質」、「品牌形象」高於「其他」。在「促銷活動」構念上，「咖啡豆品質」、「價格合理」高於「其他」。主要研究建議為加強座位數量與裝潢設計。

As Taiwan's coffee culture has proliferated, a cup of coffee has become a national sport (Li, H. F., 2009). The original 7-11 CITY CAFE also joined parity competition. The purpose of this study was to explore CITY CAFE customer satisfaction situation analysis and difference test. A random sampling, issued 299 questionnaires, the effective rate of 99.6%. Main conclusions of the study : At the age, in the "promotions" construct : "21-30 years old" higher than "above 51years old" ; in the "design & decoration" construct : "21-40 years old" higher than "more than 51 years old" . At the favorite city coffee, in the "promotions" , "design & decoration" , "total customer satisfaction" constructs : "7-11" higher than "85。C" . At the feature, in the "added value", "total customer satisfaction" constructs, "the quality of coffee beans", "brand" higher than "other". in the "promotions", "the quality of coffee beans", "price reasonableness" higher than "other". The main recommendations to strengthen the number of seats and design & decoration.