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    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104847
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/104847


    Title: 全球品牌無廣告?星巴克在台北:高消費滿意度之見解
    Other Titles: Global Brands without Ads?-Starbucks in Taipei: Insights in High Level Customer Satisfaction
    Authors: 林恩盈;Marilyn, Roberts
    Keywords: 生活風格;全球品牌;消費文化;消費滿意
    Consumer culture;Customer satisfaction;Global branding;Lifestyle
    Date: 2007-07
    Issue Date: 2016-12-14 12:03:56 (UTC+8)
    Abstract: 星巴克高品質咖啡吸引台北消費者並融入他們的生活風格,本研究以問卷調查法試圖探討消費滿意,生活風格與消費文化間的關係。研究結果發現:在星巴克洽談生意是高消費滿意者獨特的生活風格,且在星巴克的消費令他們感到與眾不同;相對於高消費滿意者,與朋友談天和感到文化氣質則為一般消費滿意作了註解。
    Starbucks' high-quality coffee from different regions has attracted Taipei's customers' and commingled with their lifestyles. The current study examines a survey of 400 Starbucks' consumers' level of satisfaction and the relationship of the brand to lifestyle. The findings suggest that conducting business at Starbucks is a unique lifestyle for highly satisfied customers and makes them feel distinctive. In contrast, two important prediction variables for general customer satisfaction are chatting with friends and feelings of sophistication.
    Relation: 廣告學研究, 28, 87-112
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

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