星巴克服务品质之研究—以新竹地区为例.docVIP

星巴克服務品質之研究—以新竹地區為例 The Study on Starbucks′ Service Quality— Hsin-Chu Area for Example 嚴如鈺、李民賢 元培科技大學 餐飲管理系 摘 要 近年來，隨著國人生活飲食習慣的改變，我國咖啡人口快速成長；隨著消費水準的提升，強化專業的服務與產品的品質、滿足顧客的需求，將成為咖啡連鎖店經營成敗的關鍵。 研究方法用採問卷調查法，以立意抽樣方式選取新竹地區的消費者，共計有效樣本273位，回收率85％。研究工具包括「個人基本資料調查表」及「服務品質量表」。施測所得資料以SPSS10.0 for Windows統計套裝軟體進行資料處理與分析，統計分析方法包括描述性統計、單因子變異數分析、LSD事後檢定。研究結果如下：消費者以「女性」居多，婚姻狀況多為「未婚」，年齡層分布在「21~35歲」；教育程度為「大學」，從事的行業以「專業技術人員、辦公事務人員」為主；而在不考慮學生族群情況下，平均月收入在「30001元~40000元」最多。 本文建議星巴克必需訂定詳實的工作流程規範（標準SOP），定期對員工考試，給予員工適度的授權（empowerment），加強訓練員工在對顧客的應對反應能力上，並在教育訓練上要對每項產品製作的速度要更加嚴格控制，貫徹督導工作，以維持高水準的服務品質與提昇消費過程的滿意度。 關鍵詞：服務品質、顧客滿意、星巴克 ABSTRACT In recent years, with the people′s habit of eating and drinking has been changing, the coffee drinkers have been increasing in number rapidly. With the rising of consuming level, to promote professional service and product quality, and to meet customer’s needs become the touchstone for running business successfully. The research was conducted by the questionnaire survey method. By the convenience sampling method, a total of 273 customers in Hsin-Chu Starbucks stores participated in the study. The return rate was 85%. The questionnaire included, “Personal Background Scale” and “ Service Quality Scale”. SPSS 10.0 for Windows was used to process and analysis the gathered data. The data was analysis with descriptive statistics , one-way ANOVA, LSD method. The results of the study are summarized as follows: Most customers were female, single, aged from 21 to 35 years old, college education, in professional technique and official personnel ; excluding student respondents, average monthly income ranged form 30,001 to 40,000 NT dollars. We suggest Starbucks Coffee should make detailed S.O.P. , take the test to their staff ,give the staff an appropriate empowerment , enhance training staff’s response for all of consumers, and on educate training , request strict controlling of their produce on making speed. ,to go through with urge mission to maintain high level’s servic