服務品質、滿意度與忠誠度之關係研究──以校園星巴克為例

The Relationship between Service Quality, Satisfaction and Loyalty: A Study of On-Campus Starbucks

本研究旨在了解校園星巴克服務品質、顧客滿意度與忠誠度間之關係。以購買校園星巴克咖啡之大學生為研究對象，係透過便利抽樣，計回收272份有效問卷，將所得資料運用描述性統計、驗證性因素分析與結構方程模式等進行分析。結果發現：所提出之模式適用於此研究；校園星巴克其服務品質、顧客滿意度及忠誠度之間具有明顯的因果關係，且顧客滿意度於服務品質與忠誠度間扮演著中介角色，亦即校園星巴克的服務品質，可以透過顧客滿意度而獲得忠誠度。建議未來校園星巴克可運用本模型的服務品質層面之前因意涵，提升大學生的滿意度，俾利增強其忠誠度。

This study aims to understand the relationship between on-campus Starbucks' service quality, customer satisfaction, and loyalty. It employs college students who buy Starbucks coffee on campus as the research object, and through random selection, 272 valid questionnaires were obtained, and the data was analyzed using descriptive statistics, confirmatory factor analysis and structural equation model. It concludes that the proposed model is suitable for this study: on-campus Starbucks has an obvious causal relationship between its service quality, customer satisfaction and loyalty, and customer satisfaction plays an intermediary role between service quality and loyalty. In other words, on-campus Starbucks' service quality can gain loyalty through customer satisfaction. It is suggested that future on-campus Starbucks can use this model's service quality aspect and its antecedent meaning, in order to improve the satisfaction of college students and enhance their loyalty.