Consumers' satisfaction with the products and services of the coffee shop in the garden.O2 Kaffe & Bistro with After The Rain Coffee & Gallery In Nakhon Pathom Province

Abstract

The purposes of this research were to compare study consumers' satisfaction with the products and services of O2 Kaffe & Bistro with After The Rain Coffee & Gallery and to study factors affecting the satisfaction of products and services of O2 Kaffe and Bistro with After The Rain Coffee and Gallery in Nakhon Pathom Province. Conceptual framework was based on American Customer Satisfaction Index. Stratified random sampling technique was applied to select 405 customers to answer self-reported questionnaire. Data was analyzed by bivariate analysis and regression analysis. Research findings revealed that O2 Kaffe and Bistro’s customer satisfaction level was higher than After The Rain Coffee & Gallery in Nakhon Pathom area; factors relating to image and value of goods and services ware found to affect the level of customer satisfaction level; and customer satisfaction level affected the level of customer loyalty. All three main findings wear found to have statistically significance. These results implied that the level of customer loyalty was determined by the image of the service brand provider by comparing the coffee shop’s ambience and decorations; the value of goods and services received was justified against the price of the service; the quality of product and service was satisfactory.