咖啡館意象是指消費者對產品整體優勢的評斷，也是影響滿意度的重要因素；而顧客的忠誠度也是消費者決策過程的重要因素。本研究探討咖啡館意象、滿意度、忠誠度的影響。 本研究採用問卷調查方式蒐集資料，問卷調查對象為嘉義地區大學(碩)生消費者對總計發送350份，回收328份，實際有效問卷為314份，有效問卷率約為95.7％。問卷資料以描述性統計分析包括檢定分析、單因子變異數分析、皮爾森積差相關分析與迴歸分析等統計方法進行分析。 主要獲致以下研究結果：咖啡館意象對於咖啡連鎖店價格的訂價對大學（碩）生來說還是覺得太貴，因此咖啡館連鎖店需要多做一些行銷手法才能讓大學（碩）生感到物超所值。滿意度對於大學（碩）生對連鎖咖啡店環境滿意度是好的，但在連鎖咖啡店價格方面卻叫不吸引大學（碩）生，以導致大學（碩）生滿意度下降。忠誠度對於大學（碩）生對連鎖咖啡店的品質值得信賴並願意找朋友家人一同購買咖啡，但並不會想購買咖啡館的其他周邊產品。 以上述統計台灣嘉義地區的咖啡連鎖店在大學（碩）生中，對於品牌知名度的意象深植大學（碩）生的心理，滿意度統計方面則是環境清潔氣氛的滿意度在咖啡連鎖店為最高，忠誠度統計方面則是咖啡館的品質我願意推薦給親友最高。 Coffee shop imagery refers to the consumer's overall judgement to the advantage of the product but also an important factor that affects the satisfaction. The loyalty is also an important factor in the decision-making process of consumers. This study explores the influence of coffee shop imagery, satisfaction, and loyalty. The questionnaire was used to collect the data for further analysis. Total 350 questionnaires were sent to the university students, for both underagraduate and graduate students in Chiayi region, of which 314 were responsed and the effective response rate was 95.7%. The questionnaire data were analyzed by descriptive statistical analysis including test analysis, single factor variance analysis, Pearson product correlation analysis and regression analysis. The result of the study indicate that the student feels the product price of the coffee chain store is too expensive in the Imagery so that the chain stores need to do some marketing promotion to let the student feel super value. Satisfaction for the student is good in the Environmental Satisfaction but the price is not attracted to the student leads to the decline of Satisfaction. The student considers the quality of the chain stores is trustworthy and willing to bring friends and family to purchase coffee but do not want to buy other products in Loyalty. According the statistical result mentioned above the image of the brand is deep rooted to the student. The atmosphere of the clean environment is the highest in Satisfaction. The quality of the willing to recommend to friends and family is the highest in Loyalty.
