The objective of this research is to study the quality of service that affect the behavior of service and satisfaction of customer at Amazon café within Supreme shopping mall complex

Abstract

          The objective of this research was to study the quality of service that affected to the behavior of servicing and satisfying of customers at Amazon café within Supreme Complex Shopping Mall. It was a quantitative research, the samples were used in this research to be the population in Supreme Complex department store at the age of 20 years and used the coffee shop Café Amazon within the Supreme Complex Shopping Mall. The total of 400 person by means of random sampling sample to be like flexibility by using a questionnaire as well as using a tool to collect information and statistics used to analyze the data which was the frequency values, percentage, average, standard deviation and t-test.

          The results of this research were found that the most samples were females to be in range of age 31-40 years of occupation, trade/business/ income per month to be in range of more than 30,000 Baht. The quality of service that affected to the behavior of servicing and satisfying of customers at Amazon café within Supreme Complex Shopping Mall. It was found that customers of coffee shops to have a high level of opinion variables in the quality of service. From considering each items, they was found that the opinion level was at the highest level in providing confidence of customers, following by reliability and to give the least importance to the concrete aspect of the service respectively. So, it should be increase the variety of beverage choices. The survey of customers was found that the kind of other beverages are needed to be improved for the customer satisfaction and to be increasing in the service.