CUSTOMER SATISFACTION OF COFFEE CONSUMPTION BETWEEN CAFÉ AMAZON AND SUGALÉ CAFE

Abstract

The purposes of this research were to compare customer satisfaction for coffee consumption between Café Amazon and Sugalé Cafe ; and to examine factors affecting level of customer satisfaction of those shops. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 436 customers to answer self-reported questionnaire. Data were analyzed by bivariate analysis and regression analysis. Research findings revealed that level of customer satisfaction of Sugalé Café was higher than those of Café Amazon ; factors significantly affecting level of customer satisfaction were customer expectation, perceived quality, perceived value and perceived image. Moreover, customer satisfaction had statistically significant relationship with customer loyalty. These results implied that customers in Nonthaburi Provi nce prefer local brand coffee shop to nationwide coffee shop. They emphasized taste and aroma of coffee and quality of services. This reason made customers had more loyalty, repurchase and would recommend the good things to others.