Marketing Mix factors Affecting Brand Loyalty: A Case Study of Coffee Shop, Dusit Thani College, Bangkok
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Published:
Jun 7, 2018
Keywords:
Marketing Mixes (7Ps Brand Loyalty
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Abstract
The study “Marketing Mix factors Affecting Brand Loyalty: A Case Study of Coffee Shop, Dusit Thani College, Bangkok” was quantitative research. The objectives were 1) to investigate marketing mixes (7Ps) affected to brand loyalty 2) to study difference buying behaviors affected to customer’s satisfaction in marketing mix. Questionnaires were used to collect data. The sample included 400 current students from first year to fourth years at Dusit Thani College, Bangkok. The research used descriptive analysis and regression analysis. The result showed that the respondents satisfied with service at a high level. People factor in the marketing mix was satisfied by respondent at the highest level. The lychee soda is the most popular beverage in the Coffee Shop. The hypothesis testing showed that Promotion, Price, Physical Environment, and Product affected at a high level with customer’s brand loyalty at a significant level of 0.05.
Article Details
How to Cite
Rattanawadee Patcharapuwadol ร. พ., Aucharaporn Amornsittinon อ. อ., สุขะ ท., & หอมบุญยงค์ ว. (2018). Marketing Mix factors Affecting Brand Loyalty: A Case Study of Coffee Shop, Dusit Thani College, Bangkok. Dusit Thani College Journal, 12(Special), 309–326. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/129769
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Academic Article
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References
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Aucharaporn Amornsittinon. (2017). Study of Customer's Attitude Towards Marketing Mix Factor (7Ps) of Dusit Thani College Coffee Shop. Bangkok: Dusit Thani College Bangkok. Bangkok: Dusit Thani College.
Boonchu Srisaart. (2013). Priciple of Research Methodology. Bangkok: Chulalongkorn University.
Charoenchai Agmapisarn Tawish Pongsakornvasu. (2017). A Study of Boutique Coffee Shop Service Marketing Strategies: A Case Study of Downtown area in Chiang Mai. Panyapiwat Journal, 108.
Christopher Lovelock, และ Jochen Wirtz. (2016). Service Marketing People, Technology, Strategy. Miami, USA: World Scientific.
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Food Inelligence Center Thailand. (August 2015). Coffee Shop Business in Thailand. เข้าถึงได้จาก Market Intelligence: https://fic.nfi.or.th/MarketOverviewDomesticDetail.php?id=78
akkapan Kittinorarat. (2015). (Customer Loyalty to Mobile Phone Service Companies among Students in Higher Education Institutions in Bangkok. Journal of Economics and Management Strategy, 27-42.
Kamran Nazari, Mostafa Emami Bahman Saeidi Pour. (2013). The Effect of Marketing Mix in Attracting Customer: Case Study of Saderat Bank in Kermanshah Province. African Journal of Business Management, 3273-3280.
Khalid Dudian Al Badi. (2015). The Dimensions of Marketing Mix. Scienceu Press, 136-142.
Kritchanat Santawee. (2017). The Influence of Corporate Reputation on Brand Loyalty. Nakhon Phanom Univeristy Journal, 81- 89.
Leon Schiffman, และ Leslie Kanuk. (2010). Consumer Behavior. Pearson.
Margarita Isoraite. (2016). Marketing Mix Theoretical Aspects. International Journal of Research, 25-37.
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Nak Gulid, Monvadee Buranathongcharoen. (2011). Factors Affecting Brand Loyalty of OLAY Face Cream among Female Consumers in Bangkok Methopolis. SWU E-Journal, 48-63.
Natthaporn Disnevath. (2016). Factors affecting customer’s brand loyalty of dessert cafés in department stores. Bangkok: Bangkok University.
Natthida Phoprasert. (2013). Factors Affecting Consumer’s Brand Loyalty when Purchasing Line Sticker in Bangkok Metropolitan: The Roles of Brand Indentity and Brand Values. Bangkok: Bangkok University.
Nuttajit. (27 April 2017). Coffee Shop Business Market. from Marketeer: https://marketeer.co.th/archives/117436
Philip Kotler, John T. Bowen, James C. Makens. (2010). Marketing for Hospitality Industry. New Jersey: PEARSON.
Prasobchai Phasunon Nuengruthai Siangchin. (September - December 2560). Marketing Mix factors and Consumer’s coffee consumption behavior of Starbucks coffee and Tom n Toms coffee Victoria Gardens branch. Veridian E-Journal, 3, 461- 475.
Prasopchai Pasunon. (2014). Research Methodology in Behavioral and Menagement. Phetchaburi: Management Science.
Rajit Khongharn. (2017). The Marketing Mix Affecting the Perception of The Senior Foreigners in Tourism Service Quality: Andaman Area. Dusit Thani College Journal, 18-30.
Registeration Department. (2018). The number of students. Bangkok: Dusit Thani College.
Sin Panpinit. (2008). Research Techniques in SocialScience. Bangkok: Withayapat Company Limited.
Siriwan Sereerat. (2016). Principles of Marketing . Bangkok: SE-ED Book Center Book publishers company.
Sudaporn Saomuang Woraphon Wankananon. (2012). Strategies for Building Loyalty in Cosmetics Manufacturing Industry in Thailand. Journal of Behaviral, 108-124.
Supatcha Wittayakong. (2559). Factors Influencing Customer Brand Loyalty to Low-Cost Airlines in Thailand. Bangkok: Thammasat University.
TAT Review. (2017). Food Will Keep Us Alive. เข้าถึงได้จาก etatjournal: https://www.etatjournal.com/mobile/index.php/menu-read-tat/menu-2017/menu-12017/281-1212017-food-alive
Teerakit navarat Na Ayutthaya. (2015). Service Marketing Concepts and Strategies. Bangkok: Chulalongkorn University.
Thanakorn Pattarapunsin. (2013). The Influence of Brand Loyalty of Packaged Rice . Veridian E-Journal, 363-379.
Wisarut Laohathienprathan. (2559). Consumer Loyalty and Satatisfaction in Coffee Shop in Bangkok A Case Study on Black Canyon Coffee. Bangkok: Rajamangala University of Technology Rattanakosin .
Yutthaphong Phimphiphat. (2017). Customer’s loyalty as consumer relationship management guideline of the convenient store. RMUTSB Acad. J. Humanities and Social Sciences, 14-28.
Aucharaporn Amornsittinon. (2017). Study of Customer's Attitude Towards Marketing Mix Factor (7Ps) of Dusit Thani College Coffee Shop. Bangkok: Dusit Thani College Bangkok. Bangkok: Dusit Thani College.
Boonchu Srisaart. (2013). Priciple of Research Methodology. Bangkok: Chulalongkorn University.
Charoenchai Agmapisarn Tawish Pongsakornvasu. (2017). A Study of Boutique Coffee Shop Service Marketing Strategies: A Case Study of Downtown area in Chiang Mai. Panyapiwat Journal, 108.
Christopher Lovelock, และ Jochen Wirtz. (2016). Service Marketing People, Technology, Strategy. Miami, USA: World Scientific.
Darunee Na Lampang. (2015). Library service marketing. Chiang Mai University, 76-90.
Food Inelligence Center Thailand. (August 2015). Coffee Shop Business in Thailand. เข้าถึงได้จาก Market Intelligence: https://fic.nfi.or.th/MarketOverviewDomesticDetail.php?id=78
akkapan Kittinorarat. (2015). (Customer Loyalty to Mobile Phone Service Companies among Students in Higher Education Institutions in Bangkok. Journal of Economics and Management Strategy, 27-42.
Kamran Nazari, Mostafa Emami Bahman Saeidi Pour. (2013). The Effect of Marketing Mix in Attracting Customer: Case Study of Saderat Bank in Kermanshah Province. African Journal of Business Management, 3273-3280.
Khalid Dudian Al Badi. (2015). The Dimensions of Marketing Mix. Scienceu Press, 136-142.
Kritchanat Santawee. (2017). The Influence of Corporate Reputation on Brand Loyalty. Nakhon Phanom Univeristy Journal, 81- 89.
Leon Schiffman, และ Leslie Kanuk. (2010). Consumer Behavior. Pearson.
Margarita Isoraite. (2016). Marketing Mix Theoretical Aspects. International Journal of Research, 25-37.
Nak Gulid, Akrawit Cherar. (2013). Factors Affecting "Greyhound" Brand Loyalty of Consumers in Bangkok Metropolis. Srinakharinwirot Business Journal (SBJ), 74-88.
Nak Gulid, Monvadee Buranathongcharoen. (2011). Factors Affecting Brand Loyalty of OLAY Face Cream among Female Consumers in Bangkok Methopolis. SWU E-Journal, 48-63.
Natthaporn Disnevath. (2016). Factors affecting customer’s brand loyalty of dessert cafés in department stores. Bangkok: Bangkok University.
Natthida Phoprasert. (2013). Factors Affecting Consumer’s Brand Loyalty when Purchasing Line Sticker in Bangkok Metropolitan: The Roles of Brand Indentity and Brand Values. Bangkok: Bangkok University.
Nuttajit. (27 April 2017). Coffee Shop Business Market. from Marketeer: https://marketeer.co.th/archives/117436
Philip Kotler, John T. Bowen, James C. Makens. (2010). Marketing for Hospitality Industry. New Jersey: PEARSON.
Prasobchai Phasunon Nuengruthai Siangchin. (September - December 2560). Marketing Mix factors and Consumer’s coffee consumption behavior of Starbucks coffee and Tom n Toms coffee Victoria Gardens branch. Veridian E-Journal, 3, 461- 475.
Prasopchai Pasunon. (2014). Research Methodology in Behavioral and Menagement. Phetchaburi: Management Science.
Rajit Khongharn. (2017). The Marketing Mix Affecting the Perception of The Senior Foreigners in Tourism Service Quality: Andaman Area. Dusit Thani College Journal, 18-30.
Registeration Department. (2018). The number of students. Bangkok: Dusit Thani College.
Sin Panpinit. (2008). Research Techniques in SocialScience. Bangkok: Withayapat Company Limited.
Siriwan Sereerat. (2016). Principles of Marketing . Bangkok: SE-ED Book Center Book publishers company.
Sudaporn Saomuang Woraphon Wankananon. (2012). Strategies for Building Loyalty in Cosmetics Manufacturing Industry in Thailand. Journal of Behaviral, 108-124.
Supatcha Wittayakong. (2559). Factors Influencing Customer Brand Loyalty to Low-Cost Airlines in Thailand. Bangkok: Thammasat University.
TAT Review. (2017). Food Will Keep Us Alive. เข้าถึงได้จาก etatjournal: https://www.etatjournal.com/mobile/index.php/menu-read-tat/menu-2017/menu-12017/281-1212017-food-alive
Teerakit navarat Na Ayutthaya. (2015). Service Marketing Concepts and Strategies. Bangkok: Chulalongkorn University.
Thanakorn Pattarapunsin. (2013). The Influence of Brand Loyalty of Packaged Rice . Veridian E-Journal, 363-379.
Wisarut Laohathienprathan. (2559). Consumer Loyalty and Satatisfaction in Coffee Shop in Bangkok A Case Study on Black Canyon Coffee. Bangkok: Rajamangala University of Technology Rattanakosin .
Yutthaphong Phimphiphat. (2017). Customer’s loyalty as consumer relationship management guideline of the convenient store. RMUTSB Acad. J. Humanities and Social Sciences, 14-28.