英文摘要 |
The coffee market is prosperous in Taiwan, with numerous chain cafe shops, chain convenience stores, and restaurants entering this market. Under such intense competition, small coffee shops, given their restrictions on operating scale, brand image, and limited resources, need to provide unique customer value in order to achieve sustainable development. Past studies suggest that customer loyalty is the key factor in company profitability, while customer value directly influences customer satisfaction, and customer satisfaction directly influences customer loyalty. This study chose a coffee shop with latte art as the example to discuss the relationships among customer value, customer satisfaction and customer loyalty. A questionnaire survey was conducted on customers of branch stores in Tianwei and Hsinchu. A total of 300 questionnaires were distributed, and 242 valid samples were collected. The data were analyzed with structural equation modeling (SEM). The results showed that: (1) customer value has a positive influence on customer satisfaction; (2) customer satisfaction has a positive influence on customer loyalty; (3) customer value has no direct influence on customer loyalty, but has an indirect influence on customer loyalty through customer satisfaction. Hence, customer satisfaction is a moderating variable between customer value and customer loyalty. Based on the results, relevant suggestions were proposed to provide reference for operators of small coffee shops. |