根據台灣連鎖暨加盟協會TCFA(Taiwan Chain Stores and Franchise Association)指出，2013年台灣咖啡相關產值至少600億以上，都會區近6成的人，每周會到咖啡店1至4次，即使景氣不見明顯好轉，到咖啡店的人口卻不減。然而除本地業者競相加入外，跨國連鎖集團也迅速擴張市佔率，進而影響台灣咖啡店質與量的提昇。在眾多連鎖品牌及各超商咖啡產品的交互作用下，特色咖啡店該如何維持消費者的支持，如何保持一席之地。本研究從咖啡、特色、連鎖集團之相關文獻來佐證相關類型店家之差異，環境氣氛之正相關分析，另以問卷調查(擬共計發出600份)彙整出環境氣氛、顧客滿意度與購買意願之關係。此結果顯示：環境氣氛、顧客滿意度與購買意願之間具有顯著相關。因此建議特色咖啡店加強環境氣氛形象及顧客滿意度，以提高消費者購買意願。
According to TCFE (Taiwan China Stores and Franchise Association), the value of Taiwan’s Coffee industry is worth 60 billion in 2013. Metropolitan area covers the most of 60 percentages. People are likely to grab a cup of coffee one to four times a week. Even the economy has not seemed any better from before; people attend to coffee shop has become to a daily routine and it’s continue to grow. The competition between local coffee shop and international franchise coffee shop are impacting the quality and quantity of coffee in Taiwan. Since numbers of coffee shop are increasing in past several years, how to maintain customer support and sustainability are great concerns for many owner and coffee shops. This research are mainly focusing on the contrast to the characteristic of coffee and franchise coffee shop from related sources and studies. (Estimated survey will send: 600 pcs.). Four major categories of survey are: shop marketing, atmosphere, customer satisfaction, and potential of purchasing in future. These categories represent the importance for customers to attend a coffee and for owner to create quality image of brand and result in a large number of customer returns.
