隨著時代變遷及國人飲食習慣西化，咖啡這個原本不屬於生活必需的飲品逐漸被國人所接受，每天來上一杯咖啡已成為生活中的一部分，消費者對咖啡的需求已不再是單純喝咖啡而已，進而開始追求咖啡的品牌，和其所帶來的體驗，並更注重環境氛圍所帶來的感受，因此，統一星巴克咖啡是否能以服務品質、體驗行銷、顧客滿意度來滿足消費者，進而提升消費者的再次購買意願，此議題值得更深入的研究探討。 本研究針對統一星巴克咖啡全台門市為探討對象，以問卷調查方式取得問卷330份，回收整理並刪除無效問卷後，有效問卷為302份，回收率達91%。經由SPSS 12 for windows套裝軟體進行資料分析研究，研究結果顯示(1)服務品質對再購意願有顯著影響;(2)體驗行銷對再購意願有顯著影響;(3)顧客滿意度對再購意願有顯著影響;(4)不同人口統計變項對服務品質之看法無顯著影響;(5)不同人口統計變項對體驗行銷之看法有顯著影響;(6)不同人口統計變項對顧客滿意度之看法有顯著影響;(7)不同人口統計變項對再購意願之看法有顯著影響。 Due to the westernization of Chinese’s dietary habits, coffee, which was not a necessity in life, has gradually been widely accepted, and having a cup of coffee everyday has become a part of life. Consumes’ demand for coffee is not merely to drink a cup of coffee, but to seek for the quality brands of coffee beans, the coffee drinking experiment, and the atmosphere where they drink coffee. This study discusses how President Starbucks Coffee Corp. can satisfy the needs of consumers by improving service quality, promoting experience marketing and enhancing customer satisfaction, thereby stimulating their repurchase intension. This study treated the stores of Starbucks in Taiwan as the targets, and collected 330 samples from questionnaire survey. After eliminating the invalid samples, there were 302, with a valid return rate of 91%. The data were analyzed using the SPSS 12 for Windows. The results showed that: (1) service quality has a significant influence on the repurchase intention of customers; (2) experience marketing has a significant influence on the repurchase intention of customers; (3) customer satisfaction has a significant influence on the repurchase intention of customers; (4) different demographic variables had no significant effect on the perception of service quality; (5) different demographic variables have a significant impact on the perception of experiential marketing; (6) different demographic variables have a significant impact on customer satisfaction views; (7) different demographic variables have a significant impact on the perception of repurchase intentions。
