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題名：影響精品咖啡館經營之因素關聯性分析
作者：邱琴心
作者(外文)：CHIU, CHIN-HSIN
校院名稱：中華大學
系所名稱：科技管理博士學位學程
指導教授：魏秋建
學位類別：博士
出版日期：2019
主題關鍵詞：品牌形象；顧客關係管理；顧客忠誠；服務品質；策略管理；精品咖啡館；brand image；customer relationship management；customer loyalty；service quality；strategy management；specialty coffee shop
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好生活是一種好品味，源於咖啡的獨特風味，站穩國際貿易經濟市場，咖啡是第二大黑金僅次於石油。本研究探討「影響精品咖啡館經營之因素關聯性分析」。確定該領域的研究重要之相關性，整合八項研究構面彼此之間的影響因子，包括品牌形象(BI)、顧客溝通(COM)、顧客忠誠(CL)、顧客關係管理(CRM)、顧客滿意(CS)、服務品質(SQ)、策略管理(STR)、與顧客信任(TR)影響因素之重要性與滿意度。研究動機主要探討精品咖啡館目前市場的經營現況，如何凸顯精品咖啡館顧客與消費族群需求，分析營運現況和市場脈絡，研究問題的重要性與現況分析並深入探討，瞭解研究架構各個變數之間如何相互影響關聯性。研究對象以經常到精品咖啡館消費族群為主，瞭解顧客心理層面選擇的著力點。建構八項管理相關因素負荷與延伸問題。資料收集對象以經營精品咖啡館相關屬性的台灣南部高雄三家自家烘焙精品咖啡工作坊為研究對象。問卷設計從文獻中整合過去精品咖啡討論相關議題，面臨經營現況之因素，與未來如何因應之道，從中找尋關聯性。研究方法為整合量化與質性之間變數相關聯性，根據過去學者研究文獻整理問卷題項，研究對象為愛好精品咖啡者有220位，填寫問卷並整理出有效問卷197位，電腦工具做資料整理分類運算分析，並應用結構方程模式(SEM)運算結果，再以最小平方法(SmartPLS)加以驗證前因後果分析比對數據，證實研究假設推論成立與否。同時以質性研究之深入訪談進行資料比對結果。從文獻中找到相關論點提出11項假設問題，有9項的假設結果得到證實並與支持假設推論的結果一致，但是其中有2項假設則不被支持。假設成立有H1顧客溝通與顧客關係有顯著正面影響。H2顧客溝通與顧客滿意有顯著性。H3顧客忠誠與品牌形象有顯著性。H4顧客關係與顧客忠誠有顯著性。H5顧客關係與顧客滿意有顯著影響。H6顧客關係與策略管理有顯著性。H8顧客滿意與顧客信任有顯著性。H9服務品質與顧客滿意有顯著性。H10策略管理與品牌形象有顯著性。H7不成立因顧客滿意與顧客忠誠沒有顯著性。H11不成立因策略管理與品牌形象沒有顯著性影響的原因可能是，訪談對象僅限精品咖啡消費者，採樣數據範圍小，個人主觀因素大。本研究的結論可以做為精品咖啡業界之管理者一項有邏輯推論創新理念。在學術研究上提供重要有價值的參考研究數據。在精品咖啡管理意涵上是理論與實證之一大研究貢獻。
Life is about quality but not quantity. Coffee has its unique flavor. Apart from oil, coffee is the second largest black gold. It plays an important role in the world-wide international trade and economic market. This research explores the “Analysis of the Correlation Factors Affecting Specialty Coffee Shop Management”. There are eight important issues identified in this research, including Brand Image (BI), Customer Communication (COM), Customer Loyalty (CL), Customer Relationship Management (CRM), Customer Satisfaction (CS), Service Quality (SQ), Strategic Management (STR), and Customer Trust (TR). The research motivation focuses on Specialty coffee shop operation management. It highlights the customer needs and analyzes the marketing operations. It has in-depth analysis on the research issues importance and the current situation and an understanding of how the various variables of the research architecture interact with each other. It points out customers’ psychological choices. The research analysis is based on the correlations of the eight management dimensions and some extended questions. It is an important reference for both the Specialty Coffee Shop operators and the academic field. Data collection took place at three similar kinds of roasting coffee beans workshops at Kaohsiung Taiwan. Questionnaire design is based on the past literature review factors affecting the coffee business, and how to deal with them in the future. The research method is to integrate the variables between quantity and quality. 220 people coffee lovers were interviewed with questionnaires filled in in this research. 197 valid questionnaires were sorted out among the returned ones. The Structural Equation Model (SEM) of the statistical software were used in this research. The Smart PLS was then used to double check the results and to confirm the conclusion of the research hypothesis. At the same time, data comparison results were conducted through in-depth interviews with qualitative research. From the literature references, eleven relevant hypothetical questions were found, nine hypothetical results were confirmed and were consistent with the results supporting the hypothesis, but two of them were not supported. Assume that there is a significant positive impact on the establishment of H1 Positive customer communication and customer relationship. H2 Positive customer communication and customer satisfaction was significant. H3 Customer loyalty and brand image was significant. H4 Customer relationships and customer loyalty was significant. H5 Customer relationships have a significant impact on customer satisfaction was significant. H6 Customer relationship and strategy management was significant. H8 Customer satisfaction and customer trust was significant. H9 Service quality and customer satisfaction was significant. H10 Strategy management and brand image was significant. Unsupported H7 Customer satisfaction and customer loyalty was not significant. H11 Strategy management and brand image was not significant. The reason for H7 and H11 not being supported may be due to fact that the research only focuses on specialty coffee shop customers, leading to a relatively small range of sampling size and a large subjective factor. The conclusions of this research can be used as a logical inference and innovation concept for the managers of the specialty coffee industry. It also provides valuable research data for the academic research. The major theories and empirical studies on the management of specialty coffee shop are the major contribution of this research.
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