Influencing Factors on Customer Equity: A Case Study of After You Dessert Cafe in Bangkok
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Abstract
This research aimed to investigate (1) levels of Customer Equity, Value Equity, Brand Equity and Retention Equity of After You’s Customers in Bangkok (2) Influencing factors toward Customer Equity of After You's Customers. This research used quantitative data methods by collecting the results of a questionnaire distributed to a sample of 385 people who have used the service at After You in Bangkok. Results were later used for Multistage Sampling. Data was analyzed by percentage, mean, standard deviation and multiple regression analysis at the 0.01 and 0.05 level of statistical significance.
The research findings were as follows: Most of the samples were female, status single, average age 21-30 years old, educated to bachelor’s level, office employees, average monthly income over 30,000 Baht. The number of visits is less than 1 time per month and number of users is 3-4 per visit. The sample who use the service at After You provided the moderate level of Customer Equity and Value Equity, the high level of Brand Equity and Retention Equity. The results from testing the hypothesis showed that Customer Equity was influenced by Retention Equity, Value Equity and Brand Equity at 0.615, 0.218 and 0.151 respectively at the 0.01 level of statistical significance.
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