在咖啡文化日益盛行的背景下，市場競爭激烈且多樣化，咖啡廳已不僅止於提供飲品，更成為結合休憩、社交與融入生活的特殊場所。當市場競爭加劇，企業若欲吸引並維持穩定客群，了解顧客忠誠的形成因素便顯得格外關鍵。過往在探討顧客忠誠行為時，多聚焦於產品品質與價格對顧客行為的影響，然而在咖啡廳產業中，消費者的價值評估與服務體驗亦成為影響其忠誠意圖的重要因素。因此，本研究旨在探討知覺價值與服務品質對顧客忠誠度的影響，並進一步分析轉換障礙在其中所扮演的調節角色。
本研究結合問卷與訪談方式，針對具有咖啡廳消費經驗的顧客進行資料蒐集與分析。量化部分共回收247份有效問卷，並使用SPSS統計軟體進行分析，結果顯示知覺價值與服務品質皆顯著正向影響顧客忠誠度，且知覺價值的影響力較高。然而，當轉換障礙提高時，兩變數對忠誠度的正向影響會被削弱，顯示轉換障礙可能抑制消費者的正向反應。質性部分透過6位受訪者的半結構式訪談發現，消費者除了重視產品與環境外，也看重人際互動與企業的情感連結，且在轉換障礙的部分展現出顯著的個體差異。
整體而言，本研究驗證知覺價值與服務品質為影響顧客忠誠度的重要因素，並揭示轉換障礙於此關係中所具有的負向調節效果。本研究補足過往對轉換障礙單一正向功能的討論，實務上則建議企業應專注於提升消費者對價值與服務的真實感受，避免僅以提高轉換障礙之手段來維繫與消費者之間的關係，因而，企業才能建立真正具持續性的忠誠關係。

As café culture continues to grow, the market has become more competitive and diverse. Today’s Café offers more than drinks, it is also a place for relaxing, socializing, and daily life. To attract and keep loyal customers, it’s important to understand what really drives them loyalty. This study explores how perceived value and service quality affect customer loyalty, and how switching barriers might change that relationship.
Using a mixed-method approach, this study gathered 247 valid surveys and conducted six interviews. Results indicate that both perceived value and service quality positively influence loyalty, with perceived value being more impactful. However, high switching barriers will weaken the effect and may reduce customer engagement. Interviews also revealed that staff interaction and emotional connection matter as much as products or ambiance, with preferences varying between familiarity and novelty.
Overall, the study highlights that perceived value and service quality are key to building customer loyalty, while relying too much on switching barriers may have the opposite effect.

論文審定書 i
致謝 ii
中文摘要 iii
英文摘要 iv
目錄 v
圖次 vii
表次 viii
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 研究流程 4
第二章 文獻探討 5
第一節 知覺價值 5
第二節 服務品質 15
第三節 轉換障礙 21
第四節 顧客忠誠度 25
第三章 研究方法 33
第一節 研究方法選擇 33
第二節 質性訪談程序 34
第三節 量化研究程序 36
第四節 研究架構 37
第五節 研究變數之衡量問項 38
第四章 量化研究結果 43
第一節 樣本結構分析 43
第二節 敘述性統計分析 46
第三節 信效度分析 52
第四節 迴歸分析 60
第五章 質性研究分析 65
第一節 質性訪談目的 65
第二節 質性訪談結果 66
第六章 結論 80
第一節 研究結果 80
第二節 研究貢獻 82
第三節 研究限制與建議 84
參考文獻 85
附錄 90
附錄一 訪談大綱 90
附錄二 問卷 91

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