幾乎所有的咖啡連鎖店探討僅著重於服務品質的研究，本研究從認知價值觀點，將影響顧客價值認知的產品、價格、價值、信任、個人及情境等因素納入企業形象變數整體去探討與服務品質、顧客滿意度及行為意圖之關係。另顧客通常是透過服務傳遞所接收到的服務（顧客認知）和心中所預期服務（顧客期望）來做比較及評估，本研究據此觀點，探討消費者在服務品質、企業形象與顧客滿意度上是否有差異。
本研究採用問卷調查法蒐集資料，回收有效問卷448份，以結構方程模式進行路徑分析並運用SPSS20.0和LISREL 8.7進行資料分析。實證結果如下：
1.在服務品質、企業形象與顧客滿意度之期望與認知上均有顯著差異。
2.服務品質對企業形象、顧客滿意度與行為意圖均部分顯著影響。
3.企業形象對顧客滿意度與行為意圖均顯著正向影響。
4.滿意度對服務品質與行為意圖及滿意度對企業形象與行為意圖間的關係均具顯著的中介效果。
5.不同消費者屬性在服務品質、企業形象、顧客滿意度及行為意圖上均有顯著差異。

Almost all of the coffee shops are only focused on the study of service quality. This research, from the perspective of perceived value, incorporates such factors as product, price, value, trust, individual and situation that affect customer value perception as a whole to explore service quality, customer satisfaction, and behavioral intentions. In addition, the customer usually compares and evaluates the service (customer awareness) received by the service and the service expected by the customer (customer expectation). Based on this view, this study explores the causal relationships among service quality, corporate image, and customer satisfaction.
In this study, a questionnaire survey was used to collect data and 448 copies are valid. Path analysis was conducted based on the structural equation model and the data were analyzed using SPSS 20.0 and LISREL 8.7. The empirical results are as follows:
1.Expectations and perceptions in service quality, corporate image and customer satisfaction are significantly different.
2.Service quality has the partially significant impact on the corporate image, customer satisfaction, and behavioral intention.
3.Corporate image has a significant positive impact on customer satisfaction and behavior intention.
4.Satisfaction has a significant mediating effect on the relationship between corporate image and behavioral intention and also on the relationship between service quality and behavioral intention.
5.Different consumer attributes have significant differences in service quality, corporate image, customer satisfaction and behavioral intention.

目 錄
誌謝
中文摘要
英文摘要
目 錄.................................................. I
表 次................................................ III
圖 次................................................. IV
第一章 緒論............................................. 1
第一節 研究背景與動機.................................... 1
第二節 研究目的......................................... 7
第三節 研究流程與論文結構................................ 8
第二章 文獻探討與假說推導............................... 10
第一節 知覺價值觀點.................................... 10
第二節 顧客期望內涵與衡量構面........................... 12
第三節 服務品質內涵與衡量構面........................... 13
第四節 企業形象內涵與衡量構面........................... 16
第五節 顧客滿意度內涵與衡量構面......................... 21
第六節 行為意圖內涵與衡量構面........................... 23
第七節 服務品質、企業形象、顧客滿意及行為意圖間之關係..... 25
第三章 研究方法........................................ 34
第一節 研究架構........................................ 34
第二節 各變數的操作性定義............................... 35
第三節 研究假說........................................ 38
第四節 問卷設計........................................ 41
第五節 研究對象與抽樣方法............................... 42
第六節 資料分析方法.................................... 47
第四章 資料分析........................................ 50
第一節 描述統計分析.................................... 50
第二節 信效度與相關分析................................. 52
第三節 差異性檢定...................................... 60
第四節 期望與認知之差異分析............................. 68
第五節 變數間影響之檢定................................. 70
第六節 研究假說檢定結果................................. 75
第五章 結論與建議...................................... 78
第一節 結論............................................ 78
第二節 管理意涵........................................ 81
第三節 研究限制........................................ 84
第四節 建議............................................ 85
參考文獻............................................... 88
一、中文部分........................................... 88
二、英文部分........................................... 90
附錄:問卷............................................. 102

表 次 
表2-1 SERVQUAL 量表....................................................................................................15 
表3-1 預試項目分析結果.................................................................................................43 
表3-2 預試信度分析結果.................................................................................................47 
表4-1 背景變數描述統計分析結果.................................................................................51 
表4-2 相關係數矩陣.........................................................................................................53 
表4-3 驗證性因素分析結果.............................................................................................55 
表4-4 區別效度分析結果.................................................................................................59 
表4-5 性別在各變數之平均數差異檢定結果.................................................................61 
表4-6 年齡在各變數之平均數差異檢定結果.................................................................62 
表4-7 學歷在各變數之平均數差異檢定結果.................................................................63 
表4-8 職業在各變數之平均數差異檢定結果.................................................................65 
表4-9 每月收入在各變數之平均數差異檢定結果.........................................................66 
表4-10 消費頻率在各變數之平均數差異檢定結果.......................................................68 
表4-11 期望與認知在各變數之平均數差異檢定結果...................................................69 
表4-12 研究假說驗證結果...............................................................................................74 
表4-13 本研究假說檢定結果之彙整...............................................................................76


圖 次 
圖1-1 研究流程圖...............................................................................................................9 
圖2-1 顧客對服務品質與顧客滿意的認知.....................................................................33 
圖2-2 本研究對「顧客對服務品質與顧客滿意的認知」之整合.................................33 
圖3-1 研究架構圖.............................................................................................................34 
圖4-1 結構模式圖.............................................................................................................75

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