本研究主要是以鳳梨酥專賣店「佳德鳳梨酥」的顧客為研究對象，探討消用者對於佳德鳳梨酥之食物品質、品牌形象、認知價值、顧客滿意度與顧客忠誠度間的關連性。研究針對佳德鳳梨酥之顧客作為問卷抽樣進行調查，採用網路問卷方式發放，共計回收402份問卷，扣除部份明顯亂填、內容不完整的37份問卷，回收的有效問卷共有365份，問卷回收率達90.8%。根據研究目的之需要，將利用敘述性統計分析，因素分析、信度檢定、皮爾森相關、迴歸分析、變異數分析等方法進行實證分析。實證結果發現如下：
經由分析結果顯示，顯示食物品質、品牌形象、認知價值對顧客滿意度與顧客忠誠度具有顯著正向的影響，其中認知價值對顧客滿意度與服務品質對顧客滿意度的影響效果顯著。
研究結果顯示，其中佳德鳳梨酥的消費者最重視的是認知價值。因此佳德鳳梨酥若能持續維持或提高顧客的認知價值，便可提高顧客滿意度與忠誠度。此點可做為佳德鳳梨酥規劃行銷策略的參考。

This study was mainly based on the customers of CHIA TE BAKERY CO’s “Chia Te Pineapple Pie”, researching into the relationships among Food Quality, Brand Image, Perceptions Value, Customer Satisfaction, and Customer Loyalty. The research was conducted with a sampling questionnaire survey by the clients of Chia Te Pineapple Pie, and delivered the questionnaires through computer networks. A total of 402 questionnaires ware collected, and there were 365 valid questionnaires with 90.8% return rate, after deducting 37 invalid questionnaires because of apparently mistaken and incomplete. According to the needs of the study, we has proceeded the empirical analysis by the methods of descriptive statistical analysis, factor analysis, reliability test, Pearson correlation, regression analysis, and analysis of variance. The empirical results show that Food Quality, Brand Image, Perceptions Value have significantly positive effects to Customer Satisfaction and Customer Loyalty, within the results, Perceptions Value and Service Quality have tremendous effects to Customer Satisfaction.
The study demonstrated that the customers of Chia Te Pineapple Pie pay the most attention to the Perceptions Value. Therefore, if the company keeps to maintain or to enhance the customers’ perceived value, they can increase their Customer Satisfaction and Customer Loyalty. Implications of the findings can be used as a reference for CHIA TE BAKERY CO to map out better plans on marketing strategies.

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