全球品牌無廣告？星巴克在台北：高消費滿意度之見解

Global Brands without Ads?-Starbucks in Taipei: Insights in High Level Customer Satisfaction

星巴克高品質咖啡吸引台北消費者並融入他們的生活風格，本研究以問卷調查法試圖探討消費滿意，生活風格與消費文化間的關係。研究結果發現：在星巴克洽談生意是高消費滿意者獨特的生活風格，且在星巴克的消費令他們感到與眾不同；相對於高消費滿意者，與朋友談天和感到文化氣質則為一般消費滿意作了註解。

Starbucks' high-quality coffee from different regions has attracted Taipei's customers' and commingled with their lifestyles. The current study examines a survey of 400 Starbucks' consumers' level of satisfaction and the relationship of the brand to lifestyle. The findings suggest that conducting business at Starbucks is a unique lifestyle for highly satisfied customers and makes them feel distinctive. In contrast, two important prediction variables for general customer satisfaction are chatting with friends and feelings of sophistication.