便利商店自有品牌咖啡顧客體驗之研究

Abstract

隨著科技的進步，品牌在零售端的銷售模式，已經不只有單純的線下販售了。透過手機與app與消費者做溝通的線上販售模式已逐漸融入了零售端，改變了消費者在購物的流程與體驗。而超商品牌咖啡也透過這種新零售模式，為品牌帶來更多的成長動能。緣此分析超商咖啡的線上銷售寄杯模式對於消費者的影響，藉此提供國內品牌在零售端運用全通路消費體驗來經營與操作之基礎，是一個重要的研究課題。 本研究利用PLS-SEM模型，基於超商咖啡線上寄杯銷售的基礎，全通路消費體驗以及價格促銷，並加上品牌形象區分析是否影響顧客滿意度並進而增加顧客忠誠度。本研究透過文獻設計問卷，並透過網路問卷的形式於2022年7月8日至2022年7月28日，共收集481份樣本。有效樣本共有410份。分析結果發現， (1)使用app購買超商咖啡的比例為67.6% (2)全通路消費體驗與品牌形象正向影響顧客滿意度且有顯著性的，而價格促銷影響程度較小，未有顯著性；而顧客滿意度則會正向影響顧客忠誠度。 (3)分析兩大超商發現全家的Let’s café 在各構面的認同度都比7-11的City cafe來的好。根據研究結果發現，超商咖啡已經進入了OMO的新零售模式，而線上寄杯的銷售模式的確會影響消費者滿意度進而增加忠誠度，但可以發現的是價格促銷比起全通路消費體驗，並沒有顯著影響滿意度，也就是說在經營層面上，比起更優惠的價格，給予更好的線上使用體驗，才能影響滿意度。此外本質上來說，品牌形象仍是影響消費者滿意度的關鍵，提升產品品質與服務仍是經營之本。

With the advance of technology, the sale model of brand in channels has beyond offline sale. The Online sale has been merged in channel thorough the smartphone and app, and it has indeed changed the customer purchase process and experience. The convenient store coffee brand also grows by this new retail model. Hence, we offer the foundation of the way to run the omni-channel customer experience for the retailor and the brand. This study uses the PLS-SEM model to analyze the relationship among the omni-channel customer experience, price promotion, brand image, customer satisfaction and customer loyalty.This study had collected 488 questionnaires, and 410 were valid, accounting for a response rate of 85%. According to the result of questionnaire analysis, there were some findings: (1) The proportion of using app to buy coffee was 67.6%. (2) Omni- channel customer experience and brand image positively affected the customer satisfaction, but price promotion didn’t. (3) The Let’s café has better score in every aspect than that in City café.According to the study, the convenient store coffee has entered the OMO retail mode, and the online sale indeed affects customer satisfaction, besides, it also improve the customer loyalty. However, the price promotion, opposite to omni-channel customer experience, doesn’t affect customer satisfaction significantly. In other words, for business, giving better online purchase experience is the key to affect satisfaction rather than price promotion . Furthermore, brand image is still the most important factor to affect customer satisfaction, so improve the product and service is the essence for business.