1

-

williamkowei@hotmail.com

x_xken@yahoo.com.tw

andyyu0625@yahoo.com.tw

6

SPSS12.0

242 242

169 69.83%

:

Keywords: Service quality, customer satisfaction, customer loyalty, Starbucks Coffee

2

2002200310%(

)

85C

70%10%

1998

(American Marketing Association,AMA)

Juran(1974)()

(internal qualities)()(hardware qualities)()(software qualities)()

(time promptness)()(psychological qualities)

Kotler 1996

3

Duka, Alan

Connell University

(Andrew 2002)

(Parasuraman, Valarie Leonard 1985)

Kotler(2003)Parasuraman,

Zeithaml Berry (1985)

Gronroos

(1984)

Parasuraman, Zeithaml Berry (1988)SERVQUAL

SERVQUAL

1.

2.

3.

4.

5.

Parasuraman, Zeithaml Berry (1985)

Parasuraman, Zeithaml Berry1988SERVQUAL

SERVQUALSERVQUAL

SERVQUA

4

Kotler, 1991Fecikova, 2004

Fornell, 1992Peterson & Wilson,

1992

()

Cardozo1965

Spreng & Olshavsky, 1993Yi1990

Oliver, 1981Bloemer Odekerken-Schroder2002

Oliver2006

Jones & Suh, 2000Cronin Taylor

1992

Oliver1981Bitner

1990Host Knie-Andersen2004

2006

Jones Suh2000Garbarino

Johnson1999

Churchill Surprenant1982

Fornell1992

Zins2001

Parasuraman, Zeithaml, Berry1994

Boulding,

Kalra, Staelin, Zeithaml1993

Host Knie-Andersen2004

Giese Cote2000

Caruana2002

Cronin, Brady,

Hult2000

Bloemer Ruyter1998 Bloemer Kasper1995

Oliver1980

Roest Pieters1997

5

()

Pizam Ellis1999

Liu Shu1999

85.1%

Andaleeb Conway2006 4

Gupta, McLaughlin, Gomez

2007Veloutsou, Gilbert, Moutinho,

Goode2005

2000

3 2008

2002

7 2003

2006

OBrien & Jones,1995Pritchard & Howard, 1997

Gounaris &Stathakopoulos, 2004

Zins, 2001

Dai, Graefe, & Parks, 2002

()

Pessemier, 1959Day,1969Jacoby & Kyner,

1973

Bowen & Chen, 2001Zins, 2001

proportion ofpurchasepurchase

sequenceprobability of purchaseTellis1988

Selnes1993

6

Zeithaml,

Berry, Parasuraman1996

Brunner, Stcklin, Opwis2008

Day, 1969

Jacoby& Kyner, 1973Jacoby & Chestnut, 1978

Gounaris & Stathakopoulos, 2004Bowen Shoemaker1998

Jones

Sasser1995Oliver1999

Newman Werbel1973

Dick Basu1994

Jacoby Kyner1973

Bloemer Ruyter1998

Tepeci1999

Bowen Chen

2001

Dimitriades2006

()

Pessemier1959

Day1969

Jacoby

Kyner1973

Jacoby& Chestnut, 1978Jacoby Chestnut 53

3

Dimitriades, 2006Bowen Chen2001

engagementallegianceZins2001

price tolerancecomplaint behavior

Bettencourt, 1997Morgan Hunt1994

Day1969Pritchard

Howard1997

Chaudhuri Holbrook2001

2008

Yi & La, 2004Baloglu2002

proportion ofvisittime spent

cooperationswitching cost

Backman Crompton1991b

7

Reich,McCleary, Tepanon, Weaver2005

1

Backman Crompton1991

Pritchard Howard1997

(,2009)

()

4 true

loyaltylatent loyaltyspurious loyaltylow loyalty 4

Backman & Crompton, 1991bDick & Basu,1994Pritchard & Howard,1997Zins, 2001Baloglu,

2002Gounaris & Stathakopoulos,2004Baloglu2001

.

2

()

Zins, 2001Baloglu, 2002

Bloemer & Kasper, 1995

BalogluShoemaker & Lewis, 1999

Gounaris & Stathakopoulo

s, 2004

BalogluBloemer & Kasper, 1995Baloglu

Dick & Basu, 1994Shoemaker & Lewis

Bloemer & Kasper

Gounaris & Stathakopoulos

BalogluShoemaker & Lewis

Dick & Basu,

8

1994

Baloglu,2002

Dick

& Basu, 1994 4

3

(,2009)

Yim Kannan1999

Backman Crompton1991b

Pritchard Howard1997

Zins2001

Baloglu2002

3 Baloglu

Baloglu2002

55

9

50.9% 100,000 58.5

36.1% 100,000 54.5

29.0% 100,000 58.4 29.4%

100,000 60.6 Baloglu2001 Pritchard Howard1997

50.1

45.4 45.2

43.2 Curasi Kennedy2002

2003

15,366

70,947 16,437

4:

4

2005

2008

-

747

2008

38

10

2009

2008

Starbucks

25

6 9 7

8

2007

Schmitt

(1999)

2007

4

2005

116

LISREL

2002

--

StarbucksKOHIKAN

()

11

1998 1 1 Starbucks Coffee

International

Starbucks Coffee

Starbucks Coffee International Starbucks Coffee

Company Starbucks Coffee Company

Starbucks Coffee

1967

Starbucks Coffee Company

Starbucks

2002

(Starbucks) 1971

(Starbuck)

logo

Starbucks Coffee,Tea

and Spice1987 Howard Schultz)

logo

30 TAZO

5

1998

1 1

3 28 Starbucks Coffee

1999 921

12

2000

Starbucks Coffee

Starbucks

Blue Note Blend

21 1,260

2000

2001

Frappuccino

(Coffee Master)

2002

100

13

2003

(www.starbucks.com.tw)

2004

?

2005

Grounds for Your Garden

1,500

RTD

2006 Cheers

-

RTD

RTD

2007 Cheers

200

3,650

14

2008 Cheers

2008

2009

Masterna

Starbucks B&W(Bowers & Wilkins)

Facebook

2010 -

Cheers

(:)

236 1

15

1 ()

16

2

17

3

6

()

()6

()

()6

18

SERVQUALLikert

15

Likert

15

Likert

15

()

100214

31724224273169

69.8%

()

1.

2.

53.8%

21 30 39.1%43.2%

24.9%53.8%40,001-50,000

18.9%34.3%

101-20051.5%

18.3%6 329.0%

142.6%1-245.0%

19

()

47%37%36%

43%44%

54%

()

60%51%

46%

()

-

42%-46%-

1-245%-100%31%

Pearson

0.649

0.5490.452

7962

1612

101-200201-300

18.8%

17.7%33.3%

24.1%

15

154.1415

4.694.3314

4.3913.86

129

20

4.132

94.4494.44

4.085

3.85

()

()

101-200

201-300

()

15

15

4.69

4.33

4.39

3.86

()

12

15

4.44

21

4.08

4.44

3.85

47%37%9%7%

()

()

()

[1] 2003

[2] 96 6 5-13 2007

[3]

22

6 37-54 2007

[4] 2000

LISREL 28(4)25-36

[5] (2008)

3035-61

[6] -

98 6 1-105 2009

[7] 34

127-140 2008

[8] 2008

[9] 2006

[10] 2003

[11] Kotler P.2003 11

[12] Baloglu, S. (2002). Dimensions of customer loyalty: Separating friends from wellwishers. The

Cornell Hotel and Restaurant Administration Quarterly, 43(1),47-59.

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customer and store-related factors. Journal of Consumer Satisfaction, Dissatisfaction and

Complaining Behavior, 15, 68-80.

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satisfaction and brand loyalty. Journal of Economic Psychology, 16(2),311-329.

[15] Cardozo, R. N. (1965). An experimental study of customer effort, expectation, andsatisfaction.

Journal of Marketing Research, 2(3), 244-249.

[16] Curasi, C. F., & Kennedy K. N. (2002). From prisoners to apostles: a typology of repeat buyers

and loyal customers in service businesses. Journal of Services Marketing, 16(4), 322-341.

[17] Day, G. S. (1969). A two dimensional concept of brand loyalty. Journal of advertisingResearch,

9(September), 29-35.

[18] Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptualframework.

Journal of the Academy of Marketing Science, 22(2), 99-113.

[19] Gounaris, S., & Stathakopoulos, V. (2004). Antecedents and consequences of brandloyalty: An

empirical study. The Journal of Brand Management, 11(4), 283-306.

[20] Gronroos, C . (1984). A service quality model and its marketing implications. European Journal

of Marketing,18(4), 37-45.

[21] Jacoby, J., & Chestnut, R. (1978). Brand loyalty measurement and management. New York: John

Wiley.

[22] Juran, J.M. (1974). A Universal Approach to Managing for Quality. Quality Progress,

23

pp.19-24.

[23] Pizam, A., & Ellis, T. (1999). Customer satisfaction and its measurement in hospitalityenterprises.

International Journal of Contemporary Hospitality Management,11(7), 326-339.

[24] Tepeci, M. (1999). Increasing brand loyalty in the hospitality industry. Internationa lJournal of

Contemporary Hospitality Management, 11(5), 223-230.

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marketing (68-123), Chicago: American Marketing Association.

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