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博碩士論文 etd-0810114-165224 詳細資訊
Title page for etd-0810114-165224
論文名稱
Title
餐飲業魅力品質與體驗行銷之研究—以85度C為例
A study on attractive quality and experiential marketing of restaurants-An empirical case of 85°C Bakery Café
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
356
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-06-11
繳交日期
Date of Submission
2014-09-11
關鍵字
Keywords
體驗行銷、激勵與動機、服務品質、魅力品質、行銷
Service Quality, Marketing, Attractive Quality, Motivation, Experiential Marketing
統計
Statistics
本論文已被瀏覽 5804 次,被下載 3315
The thesis/dissertation has been browsed 5804 times, has been downloaded 3315 times.
中文摘要
餐飲業界的品牌公司:85度C咖啡蛋糕烘焙專賣店(以下簡稱為85度C),自2003年發跡至2012年為止,在全球金融海嘯餘波下,倚賴其連鎖直營及加盟店的創新商業模式,仍能於競爭激烈市場中開創出非凡成就,實是值得探究。本研究主要目的是探討85度C在台灣海峽兩岸高雄市與上海市之門市營運中,藉其顧客於體驗行銷的過程裡,所感知之服務品質內容的共通與差異處,進而了解其激發消費者持續性購買動機背後之關鍵的魅力品質。由此核心魅力品質與文獻理論交互切磋驗證所獲致之心得及發現,以資日後相關產業在此兩岸雙城,甚或跨區經營之參考。     
本研究採用文獻分析法、含參與觀察法之田野調查、深度訪談法、焦點團體訪談法、紮根理論等。首先運用文獻分析法探討體驗行銷與狩野模型之理論內涵,並以兩者做為理論架構,輔以田野調查之場域研究,據而編制訪談綱要做為半結構式訪談之研究問項基礎。自2011年12月15日至2012年05月05日,研究者親至兩岸目標城市之各區門市進行深入訪談共36次(51人)、田野調查共11次、體驗之口碑徵詢共5次、3次加盟專線之調查、大眾點評網等網站之口碑調查若干,以期發掘出顧客心中潛藏而激賞的魅力品質。
於兩目標城市的顧客群對85度C魅力品質之體驗感受研究中發現:
一、高雄門市: 「近乎零期待」,一個聊是非的地方,無負擔,隨意。
組成要素:1.地緣關係、2.有空的座位、3.平價環境。
二、上海門市: 麵包坊裡面咖啡做得最好的,咖啡店裡面麵包做得最好的。
組成要素:1.地緣關係、2.新鮮安全、3.性價比、4.產品多元、
5. 細膩「台灣」、6.年輕服務。
三、兩岸雙城門市共通觀點: 從熟悉到親切,因習慣而依賴的「聚點」。
組成要素:1.門市普及–方便 2.信任積累 3.融入生活–歸屬、親切。
根據訪談調查之分析,本研究發現:市場定位影響顧客體驗,且魅力品質隨外在因素呈動態質變,需持續從定位中修正定位。 例如在適當條件下將產生「未知的期待」→ 「魅力品質」→ 「一元化品質」→ 「當然品質」→ 「下一項驚奇期待」之循環。但這僅止於特定條件下之流程,當條件改變時,「魅力品質」本身也可能迅速轉化為「反轉品質」,實乃因「魅力品質」等品質要素是依體驗者於該階段的感知而以動態流程來反映呈現。
建議: 體驗行銷提供者應避免理所當然的行銷慣性,以及對內、對外毫無激勵策略,導致向下沉淪、過於依賴現有的魅力品質,忘卻持續創新魅力的初衷,因為人的感知是隨環境善變的。
Abstract
Gourmet Master Co. Ltd. (85°C), a leading franchise brand in catering industry, was funded in 2003 in Taiwan. And by means of its creationary franchise business model 85°C has survived the 2007 financial crisis and is achieving a remarkable success.
The objective of this research, by means of experiential marketing, is to analyze the factors different and indifferent of Service Quality perceived by customers in 85°C shops between Shanghai and Kaohsiung. Thus, we are able to explore the critical attractive quality that induce customers’ constant purchasing motivation, and following the above conclusions there will be some reference applicable for related catering companies and industries with inter-region business.
The usage of research covers Literature Analysis (LV)、Field Research (FR) with Participant observation (PO) involved in、In-depth Interview (II)、Focus Group Interview (FG)、Grounded theory (GT). It begins with the LV to study the theoretical characteristics of Experiential Marketing and KANO Model. Experiential Marketing and KANO Model will be both used as the basic theoretical structure while the environment study of FR will be well referenced and applied. Finally the study will accordingly come up with its proposal of interview plannings and methods, which will instructively lead to the essentials of questionnaire used in the semi-structured interview.
In order to explore the accurate item (s) of attractive quality sensed by customers, during the date Dec. 15, 2011 to May 5, 2012 the researcher himself had visited the targeted shops in Shanghai and Kaohsiung and achieved 36 effective interviews (51 persons) in total, collected field research for 11 times, enquired experiential reputation for 5 times, contacted and followed up franchise cases for 3 times, and surveyed reputations of related websites.
Moreover, based on the experiential feeling with attractive quality on the customers in both cities, the study discovers that:
1. Kaohsiung’s 85°C: Almost Zero Expectation~simply be treated as a place for gathering and chattering.
Service Quality in sequence: (1). Location (2). Seat Vacancy (3).Low-Price
2. Shanghai’s 85°C: Best coffee in bread shop; best bread offered in coffee shop.
Service Quality in sequence: (1). Location (2). Fresh and Clean Food (3). Price-
Performance ratio (4). Plenty of Product options (5). “Exquisite Taiwan fashion” (6). Young employee
3. Characters in common in both-side shops: A place with feeling of familiarity and friendliness. Moreover, a gathering hot spot with centripetal habbit.
(1). Availability – numbers of shop in downtown. (2). Trust Accumulation
(3). A Sense of Community – Belonging and Easy
4. According to the analysis of interview, the study discovers that market positioning will affect customer experience. Due to the fundamental change of external factors, it seems necessary to make certain significant correction towards local-customer orientation. The correction of market positioning would be dynamic and fine-tuned constantly.
For example, under the conditional circumstances, there will be a positive circle
「Unknown expectation」 →「Attractive quality」→「One-dimension quality」→「Must-be quality」→「Next surprising expectation」
Nevertheless, the above process is simply available under specific conditions which include a particular time session. When condition(s) change(s) it could occur that the stage 「Attractive quality」quickly transforms itself to 「Reverse Quality」since the quality elements of Attractive quality are synchronously presented in a dynamic process according to the experiencer feeling in that stage.
Suggestion: The experiential marketing provider should not regard as natural the marketing inertia without any motive strategy, and be aware of the inactivation of attractive saturated factor which results in decreasing inertia of poor service and leaning on existing attractive quality. And never ignore or forget the original intention of persistent creation since people's sense changes by environmental changes.
目次 Table of Contents
論文審定書 i
致謝 ii
摘要 iii
Abstract v
目錄 vii
圖目錄 ix
表目錄 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究目的 6
第四節 研究流程 8
第二章 文獻探討 12
第一節 服務品質 12
第二節 激勵與動機 42
第三節 行銷 66
第四節 體驗行銷 74
第五節 魅力品質 96
第三章 研究設計與方法 108
第一節 研究架構 110
第二節 研究範圍與對象 112
第三節 研究方法 119
第四章 實證分析 155
第一節 兩岸雙城前置資料及市場情報之分析 155
第二節 兩岸雙城場域調查與分析 181
第三節 高雄市85度C之體驗行銷與分析 201
第四節 上海市85度C之體驗行銷與分析 223
第五節 兩岸雙城85度C之Kano Model分析 258
第六節 85度C關鍵魅力品質要素之型態分析 272
第七節 方法論的反思 279
第五章 結論與建議 284
第一節 研究結論 284
第二節 管理意涵 292
第三節 研究限制與建議 294
第四節 研究反思 295
參考文獻 300
一、 中文文獻 300
二、 英文文獻 307
三、 網路資料 320
附錄 322
附錄一、 85度C兩岸各產品系列價格對照表 322
附錄二、 85度C加盟模式 327
附錄三、 85度C門市暫停營業訊息公告 327
附錄四、訪談同意書 330
附錄五、訪談綱要 332
附錄六、星巴克十全門市人員全日工作時段觀察記錄 340
附錄七、克莉絲汀現金券與現金卡 341
附錄八、85度C商品兌換券 342
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07. 丹堤官網,2013,http://www.dante.com.tw/。
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13. 洪藝玲,「台灣的貧富差距大嗎? 」,中華徵信所,引自http://www.credit.com.tw/newweb/market/weekly/index.cfm?sn=80。
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16. 淡江大學資訊處,2012,http://gdc.tku.edu.tw/TodayNews/fcdtl.aspx?id=737。
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18. 統一星巴克官網,2013,http://www.starbucks.com.tw/home/index.jspx。
19. 陳美珍,2014,「採吉尼係數 台灣貧富相對平均」,經濟日報,5月6日,引自http://udn.com/NEWS/FINANCE/FIN10/8656707.shtml。
20. 富比士 ( 福布斯 ) 中文網,2012,http://www.forbeschina.com/review/201204/0016203.shtml。
21. 羅多倫官網,2013,https://www.facebook.com/DoutorCoffeTaipei。
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