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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林俊昇(Jiun-Sheng Chris Lin) | |
| dc.contributor.author | Chung-Wen Su | en |
| dc.contributor.author | 蘇崇文 | zh_TW |
| dc.date.accessioned | 2021-07-10T21:41:06Z | - |
| dc.date.available | 2021-07-10T21:41:06Z | - |
| dc.date.copyright | 2021-03-08 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-02-04 | |
| dc.identifier.citation | 一、中文部分 1. 王若文（2007），《懷舊餐廳服務品質、顧客滿意度與顧客忠誠度關係之研究》，南台科技大學行銷與流通管理系碩士論文。 2. 台灣區製茶工業同業公會（2012），《茶訊月刊》，1月號。 3. 洪苙溱（2013），《服務品質、滿意度與顧客忠誠度間關聯性之研究-以台南地區茶飲料業者為例》，國立成功大學經營管理碩士學程碩士論文。 4. 陳怡均、李明聰（2007），「服務品質、滿意度與行為意向之相關性研究-以高雄市西式餐廳消費者為例」，挑戰2007亞洲地區觀光旅遊發展及新趨勢學術研討會，桃園：銘傳大學。 5. 莊荏惠、 阮勝威（2011），「外帶式茶飲連鎖加盟店服務品質之研究」，《美和學報》，30卷2期，頁183-199。 6. 蕭淑藝（1996），《中西式速食餐廳服務品質之比較研究》，東海大學食品科學研究所食品工業管理組碩士論文。 二、英文部分 1. Aaker, D. A. (1996), “Measuring Brand Equity across Products and Markets,” California Management Review, 38(3), pp.102-120. 2. Bennett, P. D. (1988), Dictionary of Marketing Terms, Chicago: The American Marketing Association. 3. Boyd, H. W., Walker, O. C. Larreche, J. C. (1995), Marketing management: a strategic approach with a global orientation, Chicago: Irwin. 4. Chernatony, L. D. McWilliam G. (1989), “Branding Terminology-The Real Debate,” Marketing Intelligence Planning, Vol.7, pp.29-32. 5. Dodds, B.W. and Monroe, K.B. (1985), “The Effect of Brand and Price Information Subjective Product Evaluation,” Journal of Marketing Research, Vol.28, pp.85-90. 6. Doyle, P. (1990), “Building Successful Brands: The Strategic Options,” Journal of Consumer Marketing, 7(2), pp.5-20. 7. Garvin, D. A. (1983), “Quality on the Line,” Harvard Business Review, Vol.61, pp.64-75. 8. Grönroos, C. (1982), “An Applied Service Marketing Theory,” European Journal of Marketing, 16(7), pp.30-41. 9. Han Wei (1992), “Tang Dynasty Tea Utensils and Tea Culture: Recent Discoveries at Famen Temple,” Chanoyu Quarterly, Vol.74, pp.38-45. 10. Jacoby, J. and Olson, J. C. (1985), Perceived Quality: Institute of Retail Management, Lexington, MA: Lexington Books. 11. Keller, K. L. (2001), “Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands,” Marketing Management, July/August, pp.15-19. 12. Kim, P. (1990), “A Perspective on Brands,” Journal of Consumer Marketing, 7(4), pp.63-67. 13. King, S. (1991), “Brand building in the 1990s,” Journal of Consumer Marketing, 8(4), pp.43-52. 14. Kotler, P. (2003), Marketing Insights A to Z: 80 Concepts Every Manager Need to Know, New York, NY: Wiley. 15. Kotler, P. (1986), Principles of Marketing, Englewood Cliffs, NJ: Prentice-Hall. 16. Lauterborn, R. (1990), “New Marketing Litany: 4Ps Passe; C-Words Take Over,” Advertising Age, 61(4), pp.26. 17. Lehtinen, U. and Lehtinen, J. R. (1982), “A Study of Quality Dimensions,” Service Management Institute, 5, pp.25-32. 18. Levitt, T. (1972), “Production-Line Approach to service,” Harvard Business Review, Vol.50, pp.42-52. 19. Marr, J. W. (1986), “Letting the Customer be the Judge of Quality,” Quality Progress, 19(10), pp.46-49. 20. McCarthy, E. J. (1960), Basic Marketing: A Managerial Approach, Richard D. Irwin, Inc. 21. Mitra, A. (1993), Fundamentals of Quality Control and Improvement, NY: Macmillan. 22. Onkvisit, S. Shaw, J. J. (1989), “The International Dimension of Branding: Strategic Considerations and Decisions,” International Marketing Review, 6(3), pp.23-33. 23. Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988), “SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, 64(1), pp.12-40. 24. Parasuraman, A., Zeithaaml, V. A. and Berry, L. L. (1985), “A Conceptual Model of Service Quality and it’s Implications for Future Research,” Journal of Marketing, 49(4), pp.41-50. 25. Sasser, W. E., Olsen, R. P. and Wyckoff, D. D. (1978), Management of Service Operation: Text and Cases, Allyn and Bacon Inc. 26. Schmitt, B. H. (1999), Experiential Marketing, New York, NY: Free Press. 27. Upshaw, L. B. (1995), Building Brand Identity: A Strategy for Success in a Hostile Marketplace, New York: John Wiley. 28. Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(3), pp.2-22. 29. Zimmerman, C. D. (1985), “Quality Key to Service Productivity,” Quality Progress, Vol.18, pp.32-35. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/76941 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Made available in DSpace on 2021-07-10T21:41:06Z (GMT). No. of bitstreams: 1 U0001-0302202120470700.pdf: 4204947 bytes, checksum: c2a87d6233a05806fca136575e890e86 (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 誌謝 i 中文摘要 ii 英文摘要 iii 目錄 iv 圖目錄 v 表目錄 vii 第一章 緒論 1 第一節、研究動機 1 第二節、研究目的 2 第三節、研究架構與流程 3 第二章 文獻探討 4 第一節、台灣抹茶產業現況 4 第二節、服務品質 7 第三節、行銷組合 11 第四節、品牌理論 14 第三章 個案分析 17 第一節、研究方法 17 第二節、個案公司介紹 18 第三節、服務品質分析 21 第四節、行銷4P分析 31 第四章 結論與建議 37 第一節、研究結論 37 第二節、管理意涵 41 第三節、研究限制與未來研究方向 42 參考文獻 43 | |
| dc.language.iso | zh-TW | |
| dc.subject | 服務行銷策略 | zh_TW |
| dc.subject | Matcha One | zh_TW |
| dc.subject | 平安京茶事 | zh_TW |
| dc.subject | 抹茶產業 | zh_TW |
| dc.subject | 服務品質 | zh_TW |
| dc.subject | 顧客服務 | zh_TW |
| dc.subject | Matcha One | en |
| dc.subject | Heiankyo Japanese tea house | en |
| dc.subject | Matcha industry | en |
| dc.subject | Service quality | en |
| dc.subject | Customer service | en |
| dc.subject | Services marketing strategy | en |
| dc.title | 抹茶產業之服務行銷策略研究-以平安京茶事與Matcha One為例 | zh_TW |
| dc.title | Assessing the Services Marketing Strategy of the Matcha Industry: The Cases of Heiankyo Japanese Tea House and Matcha One | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 109-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 黃恆獎(Heng-Chiang Huang),連勇智(Yung-Chih Lien) | |
| dc.contributor.oralexamcommittee | 林政佑(Cheng-Yu Lin),余峻瑜(Jiun-Yu Yu) | |
| dc.subject.keyword | 服務行銷策略,顧客服務,服務品質,抹茶產業,平安京茶事,Matcha One, | zh_TW |
| dc.subject.keyword | Services marketing strategy,Customer service,Service quality,Matcha industry,Heiankyo Japanese tea house,Matcha One, | en |
| dc.relation.page | 45 | |
| dc.identifier.doi | 10.6342/NTU202100472 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2021-02-04 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業管理組 | zh_TW |
| 顯示於系所單位： | 國際企業管理組 | |
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