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

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Published: Dec 30, 2021
Keywords:
Perceived Value Café Confirmatory Factor Analysis

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Wongjun Pairoj
Faculty of Liberal Arts and Education, Pathumthani University

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

Article Details

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
Issue
Vol. 15 No. 3 (2021): Dusit Thani College Journal Vol.15 No.3 September-December 2021
Section
Research Article

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