Independent Study Title Perception of Quality and Satisfaction of Consumers toward Services: Study Comparison of Starbucks Coffee with Coffee World in Bangkok

Abstract

The purposes of this research were; to study the behavior of consumers using services of Starbucks Coffee and Coffee World in Bangkok, to study the level of satisfaction of consumers who use the services of Starbucks Coffee and Coffee World in Bangkok, and to compare the level of satisfaction of consumers using services of Starbucks Coffee and Coffee World in Bangkok. Conceptual framework was based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 448 customers of Starbucks Coffee and Coffee World in Bangkok to answer a self-reported questionnaire. Data was analyzed by bivariate analysis consisted of t-test, F-test, and correlation analysis. Research findings revealed that; most consumers are in working age that buy and drink 1 cup of coffee a day, consumers were satisfied with the services of Starbucks Coffee and Coffee World at the highest level, and overall consumers in Bangkok significantly more satisfied with services of Starbucks Coffee than of Coffee World.