自1991年以來，連鎖咖啡業者逐漸引進台灣，直至2004年85度C的成立使得台灣的咖啡產業達到高峰。然而隨著咖啡產業的盛行，市場業逐漸到達飽和，對於咖啡業者而言，如何爭取顧客的滿意、忠誠等逐漸成為主要的課題。
本研究以台灣北、中、南部20到29歲的民眾為研究對象，採分層隨機抽樣，以網路問卷方式收集樣本。在本研究中一共考慮五個構面，分別為服務品質、知覺犧牲、服務價值、顧客滿意度以及行為意向。本研究更進一步引入Cronin, et al.（2000）所提出之線性結構關係模式對這五個構面進行研究。在最後，本研究提出了有別於Cronin, et al.（2000）所提出的線性結構關係模式－修正線性結構關係模式，並以本次研究的資料對此修正線性結構關係模式進行驗證。
在最後，本研究驗證了服務品質、知覺犧牲、服務價值、顧客滿意度以及行為意向之間的關係，並以此關係建議咖啡業者必須更注重顧客對於服務價值的感受，以增進顧客的正面行為意向，亦即增加顧客對於咖啡業者的忠誠度。

Since 1991, chain coffee industries have made inroad into Taiwan market. The foundation of “85 degree” in 2004 has made Taiwan’s coffee market reached its peak. As the coffee industries prevailed, the market was getting saturated gradually. For those coffee industries, how to satisfy the customers and build a brand loyalty has become a crucial issue.
This study introduces subjects from the age of twenty to more than twenty nine, adopting stratified random sampling and gathering samples through the internet questionnaires. We took five dimensions into consideration, which are service quality, perceived sacrifice, service value, customer satisfaction, and behavioral intentions respectively. Moreover, this study offers a revised LISREL model which differs from LISREL model provided by Cronin, et al. (2000), then, applying our data to verify the revised LISREL model.
At the end of this study, we verified the correlations between service quality, perceived sacrifice, service value, customer satisfaction and behavioral intentions. Based on the results, we would recommend coffee industries to focus on the service value so as to improve the positive behavioral intentions and enhance the brand loyalty.

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