根據咖啡公會的統計，台灣咖啡市場2009年營業額高達400億元，2010年的營業額460億元，2011年到500億元應是可以預見。就咖啡年消費杯數來看，世界咖啡組織統計，歐洲人平均每人每年消費1000杯，美國、澳洲平均每人每年消費300杯，日本人平均每人每年消費200杯，台灣人僅50杯咖啡，由此可知，台灣的咖啡市場未來成長空間還很大，潛力不容忽視。為了應付龐大的商機，滿足更多的消費者，咖啡店不受到台灣土地狹小的限制，在有限的空間，卻能不斷地增加。因此，本研究將針對台灣的連鎖咖啡店市場進行相關探討。
　　本研究目的有三，將探討台灣連鎖咖啡店市場中：
一、	探討台灣連鎖咖啡店之消費行為中，顧客滿意對於忠誠行為之影響。                                                        
二、	連鎖咖啡店之企業形象是否會透過滿意進一步影響顧客忠誠之形成。
三、	台灣連鎖咖啡店之消費行為中，消費者所知覺到的服務品質是否是企業形象形成之關鍵前因。
    本研究將針對曾經有至連鎖咖啡店消費經驗的消費者做為研究對象，主要是淡江大學與北台灣科學技術學院二所學校的學生為研究母體。對於研究對象進行人員紙本發放。並且使用SPSS12.0版以及LISREL8.7版作為資料分析的工具。
　　經由結構方程模式驗證研究假說，得知有形與無形的服務品質皆能直接影響企業形象；再次驗證顧客滿意確實為顧客忠誠的前因變數；並且在連鎖咖啡店市場中，企業形象扮演重要的中介角色。

According to the official statistics of Taiwan Coffee Trade Union, the annual revenue of Taiwan coffee market reached 40billions in 2009, and hit 46billions in 2010. 50billions annual revenue in 2011 is anticipative. In the perspective of coffee consumption, European annually consumes 1000 cups per person based on the statistic of International Coffee Organization. American and Australian’s personal consumption are both 300 cups per year, and Japanese annually drinks 200 cups up. However, there are only annually 50 cups per person in Taiwan. It shows the growing engine in Taiwan coffee market is vigorous and reveals potentiality. In order to approach this business and fulfill consumers, the expanding power of coffee shops in Taiwan is strong in this very limited territory. In consequence, the investigation of this paper focuses on coffee chain stores in Taiwan market.
The main purposes of this investigation are followings.
1.	Clarify the correlation between customer satisfaction and Loyalty in the consumption behavior of Taiwan coffee chain stores.
2.	Identify whether corporate image of coffee chain store shapes customer loyalty via satisfaction. 
3.	In perspective of consumption behavior, the service quality which consumers perceive is the root cause of forming corporate image or not.   
　　This study will be addressed by the customers who own the experience of consuming in coffee chain stores. The main approaching of questionnaire for this paper targets at the students of Tamkang University and Technology and Science Institute of Northern Taiwan. SPSS12.0 and LISREL8.7 are applied for the quantitative analysis.

Based on the hypothesis of this research which verified by structural mechanism, the insight, which both tangible and intangible service significantly impact corporate image, is realized, and clarify customer satisfaction is the key factor of loyalty. Moreover, it can be recognized that corporate image play the critical position as intermediary in the market of Taiwan coffee chain stores.

目錄

誌謝辭	I
中文摘要	II
英文摘要	IV
目錄	VI
表目錄	VIII
圖目錄	IX
第一章	緒論	1
第一節	研究背景與動機	1
第二節	研究目的	3
第三節	研究範圍與對象	4
第四節	研究流程	4
第二章	理論與文獻探討	6
第一節　台灣連鎖咖啡店發展現況	6
第二節　服務品質相關文獻	10
第三節　企業形象相關文獻	17
第四節　顧客滿意度相關文獻	19
第五節	顧客忠誠度	25
第三章 研究方法	31
第一節	觀念架構	31
第二節	研究假說	32
第三節	研究變數之操作性定義與衡量項目	33
第四節	研究設計	38
第五節	資料分析方法	39
第四章 資料分析與結果	43
第一節	敘述性統計	43
第二節	信度分析	50
第三節	結構方程模式分析	52
第五章  研究結論與發現	61
第一節  研究結論	61
第二節  研究發現	61
第三節  研究限制與未來研究建議	63
參考文獻	64
附錄　研究問卷	73

表目錄

表 2-1  台灣咖啡店的發展	7
表 2-2  服務品質的定義	11
表 2-3  SERVQAL 量表	15
表 2-4  公司形象定義	18
表 2-5  顧客滿意定義彙整表	22
表 2-6  顧客忠誠定義表	27
表 2-7  顧客忠誠衡量構面之彙整表	29
表 3-1  服務品質之有形的實體品質之操作性定義與衡量項目	34
表 3-2  服務品質之無形的服務人員之態度品質之操作性定義與衡量項目	35
表 3-3  企業形象之操作性定義與衡量項目	36
表 3-4  顧客滿意之操作性定義與衡量項目	37
表 3-5  顧客忠誠度之操作性定義與衡量項目	38
表 3-6  問卷回收情況分析表	39
表 3-7  整體配適度指標與理想評估準則	41
表 4-1  受測者平時最常去的咖啡店	44
表 4-2  受測者之消費目的	44
表 4-3  受測者之平均每星期到咖啡店次數	45
表 4-4  受測者之消費時機	46
表 4-5  受測者通常和誰一起去咖啡店消費	46
表 4-6  受測者在咖啡店平均消費金額	47
表 4-7  受測者之平常接觸媒體習慣	47
表 4-8  受測者之性別分佈	48
表 4-9  受測者之年齡資料	48
表 4-10 受測者之職業資料	49
表 4-11 受測者之平均月收入資料	49
表 4-12 受測者之婚姻狀況資料	50
表 4-13 本研究各構面之Cronbach’ s α	51
表 4-14 結構方程模式之參數說明	54
表 4-15 整體配適度指標評估結果	56
表 4-16 衡量模式之評估	57
表 4-17 結構模式之研究假說與驗證結果	58
表 4-18 模式之路徑效果分析	60
 
圖目錄

圖 1-1 研究流程	5
圖 2-1 本研究之觀念架構	31
圖 4-1 本研究模式之線性結構關係圖	53
圖 4-2 本研究模式之線性結構關係路徑分析圖	59

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