BRAND EQUITY AND SERVICE MARKETING MIX FACTORS INFLUENCING CONSUMERS' DECISION TO REPURCHASE STARBUCKS COFFEE IN PATHUM THANI PROVINCE DURING THE POST COVID-19 ECONOMIC SLOWDOWN

Authors

  • Chanattee Poompruk Faculty of Management Science, Phranakhon Si Ayutthaya Rajabhat University
  • Pronchita Boonprakom Faculty of Management Science, Phranakhon Si Ayutthaya Rajabhat University
  • Sarunpat Ngamsanga Faculty of Management Science, Phranakhon Si Ayutthaya Rajabhat University
  • Krisada Chienwattanasook Faculty of Business Administration, Rajamangala University of Technology Thanyaburi

Keywords:

Brand Equity, Service Marketing Mix, Repurchase Decision, Starbucks

Abstract

This research aims to investigate the influence of brand equity on consumers' decision to repurchase Starbucks coffee in Pathum Thani province and to investigate service marketing mix factors to affect consumers' decision to repurchase Starbucks coffee in Pathum Thani Province. The sample consisted of 400 consumers who used Starbucks coffee shops in Pathum Thani branches. The research instruments were questionnaires and statistics used to analyze the data consisting of frequency, percentage, mean and standard deviation. The hypotheses were tested by multiple regression analysis.

The results of the study show that brand loyalty, brand awareness, and perceived quality, which are components of brand equity, significantly influence consumers' decisions to buy Starbucks coffee in the province of Pathum Thani. These factors demonstrate statistical significance at the 0.05 level and possess a predictive power of 61.50 percent.  Additionally, the service marketing mix factors, namely "product and price, also significantly affect consumers' decisions to repurchase Starbucks coffee in the province of Pathum Thani. These variables have a predictive power of 53.50 percent and statistical significance at the 0.05 level.

References

Aaker, D. A. (1991). Managing brand equity. New York: Free Press.

Ahmed, I., Shaukat, M. Z., Nawaz, M. M., Ahmed, N., & Usman, A. (2011). Determinants of the satisfaction and repurchase intentions of users of short messenger services (SMAS): a study in the telecom sector of Pakistan. International Journal of Management, 28(3), 763.

Alfonsius, A., Depari, G. S., & Huang, J. P. (2021). Marketing Mix and Repurchase Intention of Cafe Industry During Covid-19: A Statistical and Data Mining Analysis. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(2), 209-224.

Chana, P., Siripipatthannakul, S., Nurittamont, W., & Phayaphrom, B. (2021). Effect of the service marketing mix (7Ps) on patient satisfaction for clinic services in Thailand. International Journal of Business, Marketing and Communication, 1(2), 1-12.

Chienwattansook, K., & Thungwa, S. (2019). Service Quality Affecting Decision to Repurchase Logistic Services. Kasem Bundit Journal, 12(2), 92-106.

Cochran, W. G. (1977). Sampling Techniques (3rd ed.). New York: John Wiley and Sons Inc.

Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioural intentions in service environments. Journal of Retailing, 76(2), 193-218.

Food Industry Development Foundation. (2019). Coffee Shop Business in Thailand. Retrieved from http://fin.nfi.or.th/MarketOverviewDomesticDetail.php?id=207.

Gohary, A., Hamzelu, B., & Alizadeh, H. (2016). Please explain why it happened! How perceived justice and customer involvement affect post-co-recovery evaluations: A study of Iranian online shoppers. Journal of Retailing and Consumer Services, 31, 127-142.

Haeruddin, M. I. W. (2021). The Influence of Brand Equity on Consumer's Purchase Decision: A Quantitative Study. PINISI Discretion Review, 4(2), 211-220.

Jielong, H. (2021). Marketing Mix Factors Affecting the Buying Decision of Huawei Mobile Phones of Consumers in Bangkok Province. In Rangsit Graduate Research Conference: RGRC (Vol. 16, pp. 1659-1666). Pathumthani: Rangsit University.

Kasikorn Research Center. (2019). How to Successful Management Coffee Business. Retrieved from http://kasikornbank.com/th/business/sme/KSMEKnowledge/article.

Kotler, P., & Keller, K. L. (2016). Marketing Management (16th ed.). Upper Saddle River, NJ: Pearson.

Kuntonbut, S. (2014). Principle of Modern Marketing. Bangkok: Chulalongkorn University.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.

Poompruk, C., & Erbim, N. (2021). Market equilibrium in the new s-curve in Thailand affected by the digital transformation. Journal of RMUTT Global Business and Economics Review, 16(2), 185-198.

Rahmah, K., Sumarwan, U., & Najib, M. (2018). The Effect Of Brand Equity, Marketing Mix, And Lifestyle To Purchase Decision At Maxx Coffee, Bogor. Journal of Consumer Sciences, 3(2), 01-15.

Saangsuphan, B., & Chienwattanasook, K. (2020). Brand Equity and Service Marketing Mix Factors Affecting Repurchase Decision-Making of Coffee of Café Amazon Customers at Department Stores in Pathum Thani Province. Journal of Humanities and Social Sciences, 11(2), 1-12.

Sohn, J. W., & Kim, J. K. (2020). Factors that influence purchase intentions in social commerce. Technology in Society, 63, 101365.

Starbucks. (2022). History of Starbucks in Thailand. Retrieved from https://www.starbucks.co.th/th/about-us/starbucks-in-thailand/

Sungsuwan, A., & Srikumpon, P. (2020). Service Marketing Mix Factors Influencing a Decision-Making Process for Choosing Fast-Casual Restaurant Services in Bangkok and Metropolitan Regions. Journal of Graduate School Pitchyatat, 15(1), 229-237.

Susanty, A., & Kenny, E. (2015). The relationship between brand equity, customer satisfaction, and brand loyalty in coffee shop: Study of Excelso and Starbucks. ASEAN Marketing Journal, 7(1), 14-27.

Thiangmak, W., Jinphra, K., Inkum, A., & Chieanwattanasook, K. (2022). Brand Equity and Service Marketing Mix Factors Affected Consumers' Decision to Repurchase Chili Paste of Entrepreneur in Food Ordered Shops in Pathum Thani District and Khlong Luang District Pathum Thani Province. Journal of Multidisciplinary, 11(2), 1-12.

Thuy, V. N., Anh, N. T. N., & Binh, N. T. X. (2022). Impact of Brand Equity on Consumer Purchase Decision: A Case Study Of Mobile Retailer In Hochiminh City, Vietnam. Journal of Eastern European and Central Asian Research, 9(2), 229-239.

Vanichbuncha, K., & Vanichbuncha, T. (2015). Using SPSS for Windows in Analyzing Information. Bangkok: Sanlada Printing House.

Wongtip, S., Suwattanadilok, M., & Rojniruttikul, N. (2020). Marketing mix for service decision at Bingsu shop of consumers in Bangkok metropolitan. Journal of Business Administration King Mongkut's Institute of Technology Ladkrabang, 7(2), 1-23.

Downloads

Published

2023-06-29

How to Cite

Poompruk, C., Boonprakom, P., Ngamsanga, S., & Chienwattanasook, K. (2023). BRAND EQUITY AND SERVICE MARKETING MIX FACTORS INFLUENCING CONSUMERS’ DECISION TO REPURCHASE STARBUCKS COFFEE IN PATHUM THANI PROVINCE DURING THE POST COVID-19 ECONOMIC SLOWDOWN. RMUTT GLOBAL BUSINESS ACCOUNTING AND FINANCE REVIEW, 7(1), 44–56. Retrieved from https://so01.tci-thaijo.org/index.php/GBAFR/article/view/263546

Issue

Vol. 7 No. 1 (2023): January - June 2023

Section

Research Articles

License

Copyright (c) 2023 Faculty of Business Administration, Rajamangala University of Technology Thanyaburi

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.