篇名 | Global Brands without Ads?--Starbucks in Taipei: Insights in High Level Customer Satisfaction |
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卷期 | 28 |
並列篇名 | 全球品牌無廣告?--星巴克在臺北:高消費滿意度之見解 |
作者 | 林恩盈 、 Roberts, Marilyn |
頁次 | 87-112 |
關鍵字 | 生活風格 、 全球品牌 、 消費文化 、 消費滿意 、 Consumer culture 、 Customer satisfaction 、 Global branding 、 Lifestyle |
出刊日期 | 200707 |
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.