Marketing Mix factors Affecting Brand Loyalty: A Case Study of Coffee Shop, Dusit Thani College, Bangkok

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รัตนาวดี พัชรภูวดล Rattanawadee Patcharapuwadol
อัจฉราภรณ์ อมรสิทธินนท์ Aucharaporn Amornsittinon
ทศพร สุขะ
วชิรวิทย์ หอมบุญยงค์


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.

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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
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