基于咖啡连锁事业服务质量实证研究——以星巴克与85℃为例

研究表明，星巴克及85℃在五大质量板块（有形性、可靠性、反应性、保证性、关怀性）的19个服务品质问项中，有15个问项皆具有显著差异（P〈0．05），其中14个问项为星巴克优于85℃。但值得注意的是，虽然问项“对店家的整体满意程度”为星巴克优于85℃，但在“整体服务所对应的价格”问项中，85℃则显著优于星巴克。显示两者在市场的定位中具差异化。本研究建议，两家企业除持续加强服务质量外，85℃可突显或拉大其在价格上的优势，以强化其差异化策略，并弥补整体服务质量分数低于竞争对手的劣势。

A Research on Marketing Strategy of Coffee Chain Business --An Empirical Study of Starbucks and 85 ℃

This study is attempted to investigate differences in service quality of the coffee chain stores between Starbucks and 85℃ through a questionnaire by randomly sampling. One-hundred and fifty-seven available data were collected and analyzed in the former studies. Results showed that differences in scores of service quality （which were composed of five scales including tangibles, reliability,responsiveness, assurance, and empathy） perceived by the respondents did exist between the two coffee chain stores. Starbucks was superior in 14 of 15 quality items that revealed significant differences in quality scores （all p 〈 0.05 ） among all 19 items. However, the respondents perceived the better quality in price item in 85℃ than that in Starbucks, even the latter perceived the better quality in overall satisfaction item. This study suggests that besides the improvement in service quality,85℃ should also strengthen the advantage in low-price strategy to differentiate with Starbucks and compensate the relative weakness in service quality.