在咖啡市場一片看好的情況下，連鎖咖啡館興起，便利啇店相繼推出現煮咖啡， 就連餐飲集團也都投入咖啡市場，足見咖啡市場競爭之激烈。在如此高度競爭的環 境下，非連鎖體系的小型個性咖啡館礙於經營規模、品牌形象及資源有限的條件下 競爭，勢必要能提供給顧客不同於連鎖體系的顧客價值才能長久生存。從過去文獻 中發現保有顧客忠誠度是企業獲利的主要原因，而顧客價值直接影響顧客滿意度， 顧客滿意度直接影響顧客忠誠度。是故本文選擇有拿鐵拉花圖案特色的咖啡館為例， 去探討顧客價值、顧客滿意度與顧客忠誠度三者之間的關係。本研究採用問卷調查法， 以田尾及新竹二店家的顧客為對象，發出問卷300 份，回收有效問卷共242 份，使 用結構方程模式(SEM)為分析工具。研究結果發現：(1)顧客價值正向影響顧客滿意 度 (2) 顧客滿意度正向影響顧客忠誠度 (3) 顧客價值對顧客忠誠度沒有直接的影響， 但透過顧客滿意度對顧客忠誠度產生了間接影響，因此顧客滿意度是顧客價值與顧 客忠誠度之間的中介變數。本研究並依據研究結果提出相關建議以供小型個性咖啡 館經營者參酌。

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.