Comparative consumer satisfaction study on Thai coffee shops in Nakhon Pathom province

Abstract

The purposes of this comparative study were: (1) to determine how consumer has satisfied with the services of Thai coffee shops in Nakhon Pathom province, (2) to compare distinct consumer behaviors on purchases of goods/service among different population demographics, and (3) to learn how relationship among different factors have affected on consumer satisfaction. Conceptual framework on product purchases at the Cafe Amazon and Inthanin Coffee in Nakhon Pathom province is based on American Customer Satisfaction Index (ACSI). Quantitative research data were collected by questionnaires to 451 samples of consumers at Cafe Amazon and Inthanin Coffee in Nakhon Pathom province. Data were analyzed by Binomial variable analysis (Bivariate Analysis) using t-test, F-test as well as correlation analysis. Major research findings were as follows: (1) most of the samples are quite satisfied with products and services, (2) comparative demography of the sample showed that buying behaviors for goods/service were depended on sex, age, profession, education, income and marital status. Statistically significantly, these factors differentiated the customer’s perception, products and services quality, products and services values, consumers’ satisfaction and recommendation and products and services loyalty; also, such buying behaviors showed that every consumer parameters, by average, affected statistically differently on the perception, products and services quality, products and services values, consumers’ satisfaction and recommendation and products and services loyalty, (3) consumers’ expectations, products and services quality and products and services values positively correlated with satisfaction. The relationship between satisfaction and consumers’ recommendation and loyalty were statistically significantly correlated. The implication of this study is that loyal customers would offer recommendations for better services.