Brand Equity and Service Marketing Mix Factors Affecting Repurchase Decision-Making of Coffee of Café Amazon Customers at Department Stores in Pathum Thani Province. คุณค่าของตราสินค้าและปัจจัยส่วนประสมการตลาดบริการที่มีผลต่อการตัดสินใจซื้อซ้ำ ของผู้บริโภคกาแฟร้านคาเฟ่อเมซอน สาขาในห้างสรรพสินค้า จังหวัดปทุมธานี

Abstract

The purposes of this independent study were to study 1) personal factors affecting repurchase decision-making of coffee of Café Amazon customers, and 2) brand equity and service marketing mix factors affecting repurchase decision-making of coffee of Café Amazon customers at department stores in Pathum Thani. The sample was 420 customers at Café Amazon shops in department stores. The research instrument used to collect data was a questionnaire. The statistics used to analyze data were frequency, percentage, mean, standard deviation, t-test for independent sample, ANOVA, and multiple regression analysis. The results of the study revealed that 1) different personal characteristic factors in terms of age and occupation affected repurchase decision-making of coffee of Café Amazon customers, 2) brand equity factors such as brand loyalty, brand awareness, and brand associations affected repurchase decision-making of coffee of Café Amazon customers, respectively, and 3) service marketing mix factors found that physical evidence affected repurchase decision-making of coffee of Café Amazon customers the most, followed by product, place, price, and promotion, respectively. It was statistically significant at the level of .05.