[[alternative]]SCENERY COFFEEHOUSE IMAGE, PERCEIVED VALUE, AND LOYALTY--THE MODERATING EFFECTS OF SWITCHING COST

[[abstract]] 以往關於餐飲業營運或服務之研究，大多著重在營運管理、績效評估上，且已有許多學者探討轉換成本與顧客滿意、忠誠度之間的關係，較少探討商店意象、知覺價值對顧客忠誠度之影響效果，對於消費者轉換成本於其間關係的合併考量，更是闕如，為彌補相關文獻的不足，本研究將消費者轉換成本納入考量，以探討不同的轉換成本於商店意象、知覺價值對顧客忠誠度間的干擾效果。 基於此，本研究以古坑華山咖啡廳的消費者為研究對象，利用結構方程模型探討消費者對商店意象、知覺價值與忠誠度間的因果關係，並深入檢驗轉換成本對該關係的干擾效果。研究結果證實商店意象與知覺價值對消費者忠誠度會產生正向之影響力，且確認了轉換成本於其間關係的干擾效果，亦即，當景觀咖啡廳具有低轉換成本特質時，不論在商店意象對忠誠度，或在知覺價值對忠誠度的正向影響力均大於具有高轉換成本特質者。[[abstract]] Looking back on the past literature, there were a number of scholars to explore the relationship between customer satisfaction, loyalty and switching cost. However, most research of the operations or services of restaurant industry were focused on the operational management, perfor- mance evaluation, the less impressed to explore store image, perceived value and the effect on customer’s loyalty. Especially take Switching costs as a moderating role in which the relationship between store image, perceived value and customer loyalty. In order to compensate for the lack of relevant literature, this study will take the consumer switching costs into consideration, to examine the model of store image, perceived value and customer loyalty. On the basis of the reason, this study takes the consumers of Ku keng coffeehouse as the population of research. It utilizes the structural equation model to discuss the causation of store image, perceived value and loyalty to the consumers, and also examine in depth the moderating effects of switching costs to the causation. The results of the research have confirmed that the store image and perceived value have positive influence to the consumer’s loyalty, meanwhile, identify the moderating effects of switching costs. In other words, regardless of the store image to the loyalty or perceived value to the loyalty as scenery coffeehouse has low switching costs, the positive effect of both are stronger then the one which has high switching costs