抹茶產業之服務行銷策略研究-以平安京茶事與Matcha One為例

Abstract

研究者過去曾服務於金融保險業，因有美術設計背景與崇尚日本文化，專程至京都研習茶道與甜點，後來回到台北自創品牌成立日式茶屋，製作各類抹茶產品，推廣高品質的抹茶。 如何導入顧客服務，提升服務品質，才能增長品牌形象與產品價值。餐飲業常直接面對顧客接觸客人，往往服務的過程第一次是否做對做的正確、顧客體驗是否滿意等，都將影響顧客之後的再消費意願，所謂「好的服務帶來更多消費」、「服務是銷售的延長」。 本研究針對餐飲業的服務行銷與顧客服務做闡述。再以平安京茶事與Matcha One齊東店為例，透過服務品質五大構面、二十二項服務屬性，來進行深度探討、分析、歸納、提出可運用的模式，針對餐飲業服務品質之提升，提出結論與建議。

Matcha, a tea-based dessert ingredient renowned for rich Japanese culture, has gained its fame and popularity worldwide. In Taiwan, the Matcha industry has become quite prosperous, firms thus face increasing competition. To stand out from competitors, it is imperative for practitioners to create differentiation through superior services. Therefore, this research aims to adopt the case study method and examine the cases of Heiankyo Japanese Tea House and Matcha One, attempting to analyze its services marketing strategies in the Matcha industry. Service quality of each case company was assessed based on the five dimensions of service quality, namely reliability, responsiveness, assurance, empathy, and tangibles. Product, price, promotion, and channel strategies were also investigated. Implications for services marketing strategies, limitations, and future research directions are then discussed.