「閱」來「樂」滿意—探討影響咖啡書店顧客滿意度與忠誠度之因素

Abstract

隨著餐飲業的競爭越來越激烈，餐廳的種類也越來越多樣化。在餐飲業營利事業家數持續增長擴大的情況下，餐廳必須透過異業的結盟，使其更具有獨特性強化競爭力吸引顧客前往消費。此外，隨著工作型態的改變，使得辦公室不再只是唯一的辦公場所，人們只需帶著一台筆電就能夠開始工作了。而生活品質的提升，使得休閒活動更是日益興盛。過去研究顯示，咖啡廳已成功被檢驗為第三空間，而最新研究也證明咖啡書店為第三空間。然而在過去研究中，大多針對書店或咖啡廳分別進行顧客滿意度與忠誠度之影響關係檢驗，而本研究將以第三空間之概念來探討，針對獨立書店及咖啡廳結合的場域，檢驗顧客滿意度與忠誠度之影響關係。首先根據文獻回顧發展研究假設與問卷，在進行前測之前，邀請5位實務界以及學術界專家進行專家問卷效度檢驗，並以便利抽樣方式發放給於閱樂書店消費之顧客進行問卷前測，採電子問卷及紙本問卷。本研究問卷通過信度檢驗後才開始發放正式問卷，正式問卷共收293回份，有效問卷共為252份，問卷收集完成將進行敘述性統計服務品質滿意度分析，以及使用偏最小平方法 (Partial Least Squares, PLS) 執行路徑效果分析，根據本研究結果發現，服務人員品質、產品品質、實體環境品質、乾淨的環境、空間印象、美學設計對滿意度均有正向顯著關係，實體環境品質對忠誠度有正向顯著關係，其中服務人員品質、乾淨的環境、空間印象與美學設計會藉由滿意度之中介變數，影響忠誠度，達到部分中介效果，本研究將根據研究結果提供給經營者作參考與建議，同時提出具體理論貢獻與管理意涵。

Due to long working hours, leisure time has become less available. Bookstore Café’s can help to release people’s stress and increase their quality of life. As the catering industry gets more competitive, the variety of restaurants is becoming more diverse. However, as the number of the restaurant increases dramatically, restaurants must take action to stand out, such as to strengthen their unique selling points in order to attract customers. A bookstore-café mix with a formal leisure space in which people can perform different types of job, including that using networking devices, in the public environment, which can be better for people’s temperament while working. It means that people are allowed to work in different places instead of staying in a certain office. In this study, the research sample is made up of customers in Yue Yue bookstore-café and the aim is to examine the satisfaction of those customers. The questionnaires were distributed 293 questionnaires in total that 252 vaild surveys were returned. The results show that the quality of service, products, physical environment, interior design and aesthetics design have the positive impact on satisfaction. In addition, the quality of service, clean environment, space image and aesthetics design influence the loyalty by partial mediation effect of satisfaction. The empirical results provide the recommendations to Yue Yue bookstore-café’s owner.