Factors Influencing Customer Satisfaction in Local Coffee Shops in Dali, Yunnan Province
คำสำคัญ:
The Local Coffee Shop, City of Coffee, Market Competitiveness, Customers Satisfaction, CCSI modelบทคัดย่อ
This study aims to establish a customer satisfaction model for local coffee shops in Dali. Through a combination of literature review and field surveys, a questionnaire was designed to collect data on customer satisfaction in these coffee shops. The collected data were systematically filtered and analyzed using both qualitative and quantitative methods to test the model's hypotheses and explore the relationships among various influencing factors.
The findings indicate that customer expectations have the most significant impact on satisfaction, while brand image has the least influence. Finally, a focus group discussion with experts was conducted to develop cifor enhancing customer satisfaction in Dali's local coffee shops.
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