自從咖啡開始大量生產與流通後，變身為在家裡也能喝到的飲料，咖啡市場持續擴大，連鎖體系也因此大者恆大。近年來，咖啡業者受政府大力推廣創意文化影響，個性化咖啡店應勢林立。咖啡業者連鎖化的趨勢，使得咖啡市場進入白熱化的競爭局面，越來越多的消費者不只是物質的消費，大多數的顧客去到咖啡館不僅是喝咖啡、吃點心而已，享受咖啡店的氣氛是很重要的消費標的。本研究以個性化咖啡館為研究主題，採用網路與紙本問卷調查法，針對曾經在個性化咖啡店的消費者為研究對象。目的在於了解個性化咖啡店的商店形象、顧客滿意度及顧客忠誠度之關聯性。研究結果發現，商店印象、顧客滿意度與顧客忠誠度之間的正向顯著影響部分成立。此外，顧客滿意度在商店印象與顧客忠誠度之間具完全中介效果。研究推論個性化咖啡店的空間設計、環境氣氛營造可以影響顧客滿意度，進而提升消費意願消費行為。個性化咖啡店的經營者，可善加利用自身產品的優勢及專業的技術能力，搭配靈活的商品組合，不應作削價競爭，應該營造與目標客群社經地位相符的商店形象，滿足顧客對空間氣氛的需求，並且專注於飲料餐點的品質，強調商店的主題性，以增長顧客的停留時間，提升來客在消費過程的正面印象，進而培養出忠誠顧客。本研究之結果，可分別提供個性化咖啡店的管理者與學者，經營管理咖啡店以及未來研究之參考。

Since coffee has mass-produced and became a home beverage, the coffee market continues to expand, and the chain system is therefore larger. The prosperity of coffee industry chaining makes a fierce competition to the coffee market. Most customers go to cafes not only for consuming coffee and dessert but also for enjoying the store atmosphere. This study adopts personalized coffee shops as the research theme. The online and paper questionnaire survey methods were used to analyze samples that have consumption experience in the personalized coffee shop. The purpose of this study is to understand the relevance among the store image, customer satisfaction and customer loyalty. Statistical analysis confirmed that the positive significant influence among store impression, customer satisfaction and customer loyalty was partially established. In addition, customer satisfaction has a complete mediate effect in the main relationship between store impression and customer loyalty. It is inferred that the space design of the personalized coffee shop and the creation of the environmental atmosphere can affect customer satisfaction and consumption willingness. The managers of personalized coffee shops should strengthen their own professional advantages in products and technical skills to arrange product combinations flexibly. The price competition in running business is not suggested. For personalized coffee shops, it is necessary to create a store image, to enhance space atmosphere, to qualify the repast, and emphasize the store theme that match their targets. The positive impression in the consumption process can cultivate customers’ loyalty. The study results can be references for the personalized coffee shops managers and the researchers in the future.