顧客知覺價值對於顧客態度及滿意度以及忠誠度影響之研究-以連鎖咖啡路易莎為例

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Title:	顧客知覺價值對於顧客態度及滿意度以及忠誠度影響之研究-以連鎖咖啡路易莎為例
Other Titles:	A Study on the Impact of Customer Perceived Value on Customer Attitude, Satisfaction, and Loyalty - The Case of Coffee Chain Store Louisa
Authors:	何思誼 HO, SZU YI
Contributors:	張祐誠 CHANG, YU-CHENG 休閒與遊憩管理學系碩士在職專班
Keywords:	知覺價值;態度;滿意度;忠誠度;路易莎咖啡 Perceived Value;Attitude;Satisfaction;Loyalty;Louisa Coffee
Date:	2023
Issue Date:	2023-11-22 01:57:51 (UTC+0)
Abstract:	在生活步調快速的現代社會中，咖啡已經是日常生活中不可或缺的一部分。每天早上來一杯咖啡，似乎已是許多人的習慣。路易莎咖啡於2006年創立，2012年正式對外開放加盟至今門市店數已超過500多家，是家展店非常快速的連鎖企業。本研究想瞭解這家連鎖咖啡店的主要客群以及「顧客知覺價值」對於「顧客態度」、「顧客滿意度」與「顧客忠誠度」的影響情形。以曾到過路易莎消費之顧客為抽樣對象，採便利抽樣方式進行調查，總共蒐集268份有效問卷，採用SPSS 22統計軟體，進行t 檢定與單因子變異數分析、信度分析、迴歸分析及敘述性統計等資料分析研究。研究結果與建議：一、婚姻狀況在知覺價值、滿意度及忠誠度上有顯著差異，而職業方面在態度、滿意度及忠誠度上有顯著差異。二、顧客知覺價值、態度、滿意度以及忠誠度都是環環相扣的，因此須建立一套行銷策略以利長久經營。 In the fast-paced modern society, coffee has become an indispensable part of daily life. Having a cup of coffee every morning seems to be a habit for many people. Founded in 2006, Louisa Coffee has rapidly expanded its franchise network since opening to the public in 2012, with more than 500 stores to date. This study aims to understand the main customer base of this coffee chain and the impact of "customer perceived value" on "customer attitude," "customer satisfaction," and "customer loyalty." The survey was conducted using convenience sampling with customers who have visited Louisa Coffee. A total of 268 valid questionnaires were collected and analyzed using SPSS 22 statistical software, including t-tests, one-way ANOVA, reliability analysis, regression analysis, and descriptive statistics. The results and suggestions are as follows: 1. There are significant differences in perceived value, satisfaction, and loyalty based on marital status, and significant differences in attitude, satisfaction, and loyalty based on occupation. 2. Customer perceived value, attitude, satisfaction, and loyalty are interdependent, and a marketing strategy should be established to facilitate long-term operation.
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