連鎖咖啡店忠誠方案會員類型與顧客忠誠度之關聯性研究

Exploring Segments and Identifying its Relationship with Customer Loyalty in a Chain Coffee Store Loyalty Program

忠誠度對企業經營的重要性早己引起餐旅業界及學術界的重視及廣泛討論。本研究以連鎖咖啡店星巴克為研究對象，除瞭解顧客對星巴克忠誠方案的感受及態度之外，同時針對星巴克的忠誠方案會員進行市場區隔，分析不同類群的會員其忠誠度之差異性。本研究以忠誠方案態度構面進行集群分析，將會員分為3 個類群，分別為：「高度忠誠型」、「社會功能導向型」、及「便利導向型」。「高度忠誠型」會員對星巴克忠誠方案的三個構面均具有高度的評價，支持度最高，其展現出的品牌忠誠度無論是態度忠誠或行為忠誠也大於其它兩類群的會員。「社會功能導向型」會員對忠誠方案提供的社會關係性功能較為重視，顯示其重視心理利益大於實質經濟或便利因素。「便利導向型」會員較重視參與會員方案及兌換商品的便利程度。本研究同時提出相關行銷策略建議，提供餐飲業者作為參考。

There is growing emphasis on building customer loyalty as the primary drivers of a hospitality firm’s success, and the loyalty program is the most frequent used tool to build customer loyalty in hospitality industry. The study aims to explore customers’perception toward loyalty program of Starbucks and segment members based on customers’perception toward the loyalty program. Using a cluster analysis technique, three segments were identified: high-loyalty members, social-relational oriented members, and convenience-oriented members. The high-loyalty members revealed the highest attitudinal and behavioral loyalty. The social-relational oriented members preferred social-relational benefits than economical or convenience rewards. The convenience-oriental members valued more on convenience benefits provided by the loyalty program. Practical recommendations are also provided and discussed in the study.