THE EXPECTATION AND SATISFACTION TOWARDS THE SERVICE BUSINESS OF BLACK CANYON COFFEE AND S&P BLUECUP COFFEE IN RATCHABURI
Keywords:Satisfaction, Black Canyon, S&P Blue Cup
This research aimed to study and compare the customers’ expectations; quality; value; satisfaction; complaints and loyalty towards the product and service of Black Canyon and S&P Blue Cup. The simple random sampling technique was applied to select 301 customers of Black Canyon and S&P Blue Cup in Ratchaburi Province to answer self-reported questionnaire. Data was analyzed by both descriptive consisting of frequency, percentage and mean, and inferential statistics including Pearson correlation analysis.
Research findings revealed as follows. 1) The customers had opinion towards customers’ expectations, quality, value, satisfaction and loyalty towards the product and service of Black Canyon and S&P Blue Cup in the high level, excluded complaints. 2) There is positive correlation among expectations, quality, value, satisfaction and loyalty towards the product and service of Black Canyon and S&P Blue Cup. Finally, 3) there is a negative correlation among customers’ satisfaction, service loyalty and complaints of Black Canyon and S&P Blue Cup at the significant level as of 0.05.
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