隨著時代的演進，糖果的銷售點由早期傳統的雜貨店到現代的便利商店、糖果專賣店、量販店等。然而糖果愛好者的客層及人數的規模是相當龐大的，而且生產及販售的品牌也非常繁多，但針對「糖果專賣店」行銷上的探討卻很少。本研究主要以消費者的角度來探討服務品質、認知價值、品牌形象與顧客滿意度及顧客忠誠度之關係，以作為「糖果專賣店」行銷策略之參考。
本研究以擁有自有品牌之台灣糖果專賣店-菓風小舖為例，採用紙本問卷調查的方式取得資料，進行統計分析。分析方法包括敘述性統計分析、因素分析、信度檢定、t 檢定、相關分析、迴歸分析與變異數分析，來驗證本研究之假設;根據量化研究的結果，作質化的消費者焦點訪談，以期能夠補強問卷不足之處;最後提出行銷策略之建議。
本研究結果發現，菓風小舖的來店消費目標顧客主要是以女性未婚低於30歲的學生為主要客群。因菓風小舖產品雖繁多但都貼心的採個別小的包裝，消費者對於服務品質的認知是「只要有服務尌有滿意」，對「服務品質」要求不高;而「認知價值」、「品牌形象」對顧客滿意度與顧客忠誠度才是比較重要的。建議經由適時推出產品優惠折扣專案、及配合本土文化的節慶推出限定商品，強化顧客的認知價值。經由廣告，引導消費者對產品客製化包裝服務的需求，同時加強消費者對品牌的印象，提升品牌形象。研究結果顯示，消費者對菓風小舖整體滿意度及忠誠度有很高的評價，若要提高顧客滿意度，可透過品牌形象強化來操作々又若要提高顧客忠誠度可從強化認知價值下手。

Along with the change of time, the point of sale for candy changed from early age traditional grocery stores to modern convenience stores, candy specialty stores and hyper markets and so on. There are many candy lovers, as well as candy factories and brands, but the marketing research for ―Candy Specialty Store‖ is rare. The purpose of this study is to research the relationship among service quality, perceived value, brand image, customer satisfaction and customer loyalty, from customer’s point of view for candy specialty store marketing strategy reference
This research chooses the Taiwan candy specialty store named Sophisca which has its own brand as an example. This investigation uses paper questionnaires to obtain the information from their consumers. The methods of statistical analysis include Descriptive Statistics Analysis, Factor Analysis, Reliability & Validity, t-Test, Pearson product-moment Correlation Analysis, Regression Analysis and Analysis of Variance. The analysis is to verify the hypotheses of this study. Intensive interview with consumers is conducted after and based on the result of questionnaire survey, expecting to make up the deficiency of questionnaire. Lastly, it brings out the proposal of marketing strategy.
The result of the study indicates that major customers of Sophisca are single female students under thirty years old. Since Sophisca provides many kinds of candy products for customers, the space of Sophisca shop is limited and the candy are wrapped in small pack. Hence the satisfaction of the consumers derives from basic service. It means that customer expectation of "Quality of Service" is not high. "Perceived Value" and "Brand Image" play major roles on the effects on customer satisfaction and customer loyalty. Timely product on sales program and new product launch promotion for the consumers are recommended. Limited edition product on some regional festivals may enhance the perceived value of customers. Avertisement to bring customers' demand for customized packing service is recommended for the shop. This may also allow customers to feel more impressive with the brand and thus the brand image is enhanced. The result of the study shows that Sophisca gets good reputation on total consumers satisfaction and customer loyalty. Strengthening on brand image may enhance customer satisfaction. Better perceived value may result in better customer loyalty.

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