85C

85C : : : 998B0109 998B0103 998B0119 .....................P.2~P.3 ..........................P.4...........................................P.5

..................................P.6~P.10()()()()

..........................P.11~P.12..................P.13~P.17()()()()()

: 85c,, :.. : ,:.. : 7-11city ...85C..,85C,: 1970,,,,,, ......,,,85C, 85C,,, 85C 85,, 85C,,,,??? ?: 85c,,85C 85C,85C30%,,,-100,85C 85c,85c?1. 85C2. 85C3. 85c KaldiKaffa "Qahwah" - 85C: 85C C C 85C 85C 200385C

1.(Segment) 2.(Target) 85C 85C35 (Position) a.85C b. Cronin, & Taylor,1992Parasuraman, Zeithaml,& Berry ,1985AndersonClass, & Donald, 1994 Oliver1981 Cronin & Taylor1992 2005 Parasuraman, Zeithaml, Berry1985 Zeithaml Berry2000 Kenneth, & Oliver,2002 moment of truth 2001 Parasuraman, Zeithaml,&Berry,1985 Zeithaml & Berry2000

Parasuraman, Zeithaml, and Berry,19851980 Parasuraman, Zeithaml, and Berry,1985,1988 Parasuraman, Zeithaml, andBerry,1985 Parasuraman, Zeithaml, and Berry,1985 Parasuraman, Berry, andZeithaml1985 SERVQUAL 1. 2. 3. 1. ()

2. (1999)3. (1) 1. 2. 3.

1.85c (49%)(51%) 2.25-30(60%) 3.(71%) 4.85C(58%) (37%)

5.85C39% / 6.85C(39%) (38%)

7.85C (57%)

8.85C(52%)

9.85C (53%) 10.85C (68%) 11.85C (45%) 12.85C (48%) 13.85C (55%)85c:1. :55%2. :39%3. :54%4.46%

5.49%6. :55%7. :55%8. :97%

. 1.85C : 85c 100 85c :10014 ~ 2023 %21 ~ 3060 %31 ~ 4012 %415 %85c85c4:85c58 % 37 % 5 %85c2. 85C : 10085c (39) (38) 85c 57 %41 % 46 %52% 53 %47 % 68 %32 % 45 % 46 % 45 % 48 % 40 %55 % 85c 85c 3. 85c : 10055%85c (39%)(24%)(22%) (54%)(20%)(12%) 45%DM28% 97% . 71 % 15 % 2 %2 % 85C .

85C. 85C :

.

~4. http://www.shs.edu.tw/works/essay/2008/03/2008032812370340.pdf starbucks85chttp://www.scu.edu.tw/ba/homework/95marketing_85cDOC.pdf 2006/09~2006/12 85Chttp://www.todaydocs.com/index.php?m=url&url=http%3A%2F%2Fblog.ncue.edu.tw%2Fsys%2Flib%2Fread_attach.php%3Fid%3D4894&title=85%E5%BA%A6c%E8%A1%8C%E9%8A%B7%E4%B9%8B%E5%B8%82%E5%A0%B4%E5%88%86%E6%9E%90%20-%20%E5%9C%8B%E7%AB%8B%E5%BD%B0%E5%8C%96%E5%B8%AB%E7%AF%84%E5%A4%A7%E5%AD%B8%20-%20%E5%B8%AB%E7%94%9F%20..&type=doc 98/11 -85c http://www.85cafe.com/html-c/brand-account.htm 85C-,2013/04/25http://eshare.stust.edu.tw/EshareFile/2009_12/2009_12_1e005f6a.pdf85C :2009-12-30

http://ethesys.lib.cyut.edu.tw/ETD-db/ETD-search-c/view_etd?URN=etd-0704107-091532. () : 952http://drr.stust.edu.tw/handle/987654321/5715 85C : 2010-12-18http://tw.search.yahoo.com/search?ei=UTF-8&p=85%E5%BA%A6C%E8%A1%8C%E9%8A%B7%E7%AD%96%E7%95%A5&fr=yfp&vst=0&vs=nas.takming.edu.tw http://drr.stust.edu.tw/handle/987654321/1640585C :2010-12-11