VALUE AND SATISFACTION TOWARDS THE NATIONAL BRAND COFFEE SHOP SERVICES: CASE STUDY OF ALL CAFÉ AND CHA PA-YOM
Keywords:
Satisfaction, All Cafe, Cha Pa-YomAbstract
The purposes of this research were: 1) to study expectations and quality perspectives of the consumers towards the service of both All Cafe and Cha Pa-Yom Shop; 2) to study the satisfaction of the consumers towards the perceived quality of All Cafe and Cha Pa-Yom Shop; 3) to compare the satisfaction of the consumers towards the quality of service between All Cafe and Cha Pa-Yom Shop and 4) to study the relationship between the satisfaction of the consumers towards the service consumers’ loyalty of All Cafe and Cha Pa-Yom Shop. The conceptual framework was based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 320 customers of All Cafe and Cha Pa-Yom in Prachuap Khiri Khan Province to answer selfreported questionnaire. Data was analyzed by bivariate analysis consisted of T- test, F- test and correlation analysis.
Research findings revealed that 1) Customer expectation towards service of All Café and Cha Pa-Yom is positively related to perceived quality, perceived value and customer satisfaction. 2) Perceived quality towards service of All Café and Cha Pa-Yom is positively related to perceived value towards and customer satisfaction. 3) Perceived value towards service of All Café and Cha Pa-Yom is positively related to customer satisfaction. 4) Customer satisfaction towards service of All Café and Cha Pa-Yom is negatively related to customer complaints. 5) Customer complaints towards service of All Café and Cha Pa-Yom is negatively related to customer loyalty. 6) Customer satisfaction towards service of All Café and Cha Pa-Yom is positively related to customer loyalty at the statistically significant level as of 0.01.
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