消費者對於環保咖啡廳之美學認知、服務品質與顧客滿意度研究 / Research on consumers' aesthetic cognition, service quality and customer satisfaction of eco-friendly cafes

摘要

隨著環保意識之興起，新經營型態的咖啡廳因應而生，環保咖啡廳致力於將咖啡文化與永續經營相結合，為消費者提供新型態的消費選擇。本文探討消費者對於環保咖啡廳之美學認知、服務品質與顧客滿意度研究，提供環保咖啡廳經營者與有關單位參考。本研究採取自編問卷對消費者進行150份問卷調查，再選取16位進行半結構深度訪談，於回收問卷後進行統計ANOVA變異數分析與T檢定分析，研究結果顯示環保咖啡廳的經營模式推廣不足、環保咖啡廳服務品質與消費者滿意度具有顯著相關性以及消費者對於環保咖啡廳的美學認知具重要性等，研究建議加強管理與經營理念之宣推、產品與服務品質提升、落實環境永續之理念與增加視覺感官設計風格，增加消費者購賣意願等。

With the rise of environmental awareness, a new type of café has emerged, and the eco-friendly café is committed to combining coffee culture with sustainable operation to provide consumers with new consumption choices. This paper discusses consumers' aesthetic cognition, service quality and customer satisfaction of eco-friendly cafes, and provides reference for eco-friendly café operators and relevant units. In this study, 150 questionnaires were conducted on consumers, and then 16 were selected for semi-structured in-depth interviews, and statistical ANOVA variation analysis and T verification analysis were carried out after the questionnaire was collected, and the results showed that the business model of eco-friendly cafes was insufficiently promoted, the service quality of eco-friendly cafes was significantly correlated with consumer satisfaction, and consumers' aesthetic cognition of eco-friendly cafes was important. The study recommends strengthening the promotion of management and business philosophy, improving the quality of products and services, implementing the concept of environmental sustainability, increasing visual sensory design style, and increasing consumers' willingness to buy and sell.