ANALYSIS OF THE CUSTOMER PERCEIVED VALUE OF CAFÉ ON NIMMANHAEMIN ROAD IN CHIANGMAI PROVINCE

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Wongjun Pairoj

Abstract

The objective of this research was to analyze the customer perceived value of café on Nimmanhaemin road in Chiangmai province. This is a quantitative research which collected data from 400 customers of café on Nimmanhaemin road in Chiangmai province by using questionnaire. The data were analyzed by descriptive statistics and Confirmatory Factor Analysis (CFA). The result of this research revealed that there are 4 main factors: perceived price value, perceived emotional value, perceived functional value and perceived social value which were consistent empirical data: 2 = 1.81, df = 1, p = 0.18 , 2/ df = 1.81 GFI = 0.99, CFI = 0.99, AGFI = 0.97, NFI = 0.99, IFI = 0.99, RMSEA = 0.04, and RMR = 0.00, the weight of each factor was between 0.51-0.93

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How to Cite
Pairoj, W. . . (2021). ANALYSIS OF THE CUSTOMER PERCEIVED VALUE OF CAFÉ ON NIMMANHAEMIN ROAD IN CHIANGMAI PROVINCE. Dusit Thani College Journal, 15(3), 228–244. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/253869
Section
Research Article

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