X巴克服务品质之研究

X巴克服务品质之研究

X巴克服务质量之研究—以新竹地区为例The Study on Starbucks´ Service Quality— Hsin-Chu Area

for Example

元培科技大学餐饮管理系

摘要

近年来,随着国人生活饮食习惯的改变,我国咖啡人口快速成长;随着消费水平的提升,强化专业的服务与产品的质量、满足顾客的需求,将成为咖啡连锁店经营成败的关键。

研究方法用采问卷调查法,以立意抽样方式选取新竹地区的消费者,共计有效样本273位,回收率85%。研究工具包括「个人基本资料调查表」及「服务质量量表」。施测所得资料以SPSS10.0 for Windows统计软件包进行数据处理与分析,统计分析方法包括描述性统计、单因子变异数分析、LSD事后检定。研究结果如下:消费者以「女性」居多,婚姻状况多为「未婚」,年龄层分布在「21~35岁」;教育程度为「大学」,从事的行业以「专业技术人员、办公事务人员」为主;而在不考虑学生族群情况下,平均月收入在「30001元~40000元」最多。

本文建议X巴克必需订定详实的工作流程规范(标准SOP),定期对员工考试,给予员工适度的授权(empowerment),加强训练员工在对顾客的应对反应能力上,并在教育训练上要对每项产品制作的速度要更加严格控制,贯彻督导工作,以维持高水平的服务质量与提升消费过程的满意度。

关键词:服务质量、顾客满意、X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 , enh ance 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 service-quality and heave consumer’s satisfaction on consu mptive process.

Key Words: Service Quality、Customer Satisfaction、Starbucks

壹、研究动机与目的

近年来社会经济型态的改变,消费的目的已经由功能性目的转向愈来愈重视心灵层面的满足,如此的转变引发了服务业的快速成长。面对服务业已成为一项重要经济活动的事实,加上消费者对服务质量之要求与日俱增,服务业者视如何提升服务质量成为永续经营的重要挑战之一。

现代企业的发展,强调的是效率式的经营,因此越来越注重人力资源运用。在过去,消费者购买的是产品,服务是附属品;而未来,消费趋势改变,消费者追求更舒适更自由的生活,「服务」将成为核心,产品只不过是一种附属体,消费者希望透过服务来实现对人性的重视,满足内

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