摘要
本研究意圖探究在獨立經營型咖啡店的情境下，顧客對於氣氛的知覺以及服務品質的知覺對其忠誠度的影響，並延伸探究影響顧客忠誠度的中介機制。本研究使用問卷調查方式蒐集資料，採用立意抽樣的方式，總樣本來源為304位曾經至獨立經營型咖啡店消費的顧客，並主要採用多元階層迴歸分析法檢驗本研究假說。本研究實證結果顯示，首先，在主效果部分，在互相控制了兩個前置因子(顧客對於氣氛的知覺與服務品質的知覺)之下，顧客對獨立經營型咖啡店氣氛的知覺與獨立經營型咖啡店服務品質的知覺皆是顯著正向地影響顧客的忠誠度；尤其是顧客對於服務品質的知覺能夠對於顧客的忠誠度產生較強的解釋力。其次，在中介效果部分，顧客的滿意度對於兩個主效果皆分別產生了中介的效果，尤其是顧客滿意度的中介效果在顧客對於服務品質的知覺與其忠誠度的關係中的強度大於顧客對於氣氛的知覺與其忠誠度的關係。最後，本研究提出研究限制與未來研究方向，並提供當前獨立經營型咖啡店業者實務建議。
關鍵詞: 氣氛、服務品質、滿意度、忠誠度、獨立經營型咖啡店
Abstract
This study explores the relationship between the atmosphere, service quality and customer loyalty of independent coffee shops. The mediating factor is also investigated. This study adopts the approach of purposive sampling, with data collected through a survey of 304 customers who have visited independent cafés. Multiple hierarchical regression is used for testing the hypothesis of this study. Research findings indicate the following: First, for the main effect, perceived atmosphere and service quality both significantly and positively influence customer loyalty when both are interdependently controlled; particularly, when two direct effects are compared, perceived service quality exerts a greater direct effect on customer loyalty than perceived café atmosphere. Second, the results also reveal that customer satisfaction mediate the effects of both perceived service quality and cafés atmosphere on customer loyalty; mso-fareast- particularly, the mediating effect of customer satisfaction is stronger between perceived service quality and customer loyalty than between perceived café atmosphere and customer loyalty. Finally, this research offers practical implications for the coffee industry; meanwhile, research limitations and future research directions are also discussed.
Keywords: Atmosphere, Service Quality, Satisfaction, Loyalty, Independent Cafe