Factors Influencing Customer Loyalty among Starbucks Coffee Customers in Bangkok Thailand

Abstract

The objective of this study was to examine the factors affecting Customer Loyalty among Starbucks Coffee customers in Bangkok, Thailand. The hypothesized variables are originality of design, visual appeal, quality of service, product quality, store atmosphere, brand experience, and brand equity were expected to have an impact on customer loyalty. The findings were as follows: most respondents were female and between 30 to 39 years old. They held master’s degrees and were employed in the private sector. Their monthly expenses ranged from 10,001 to 20,000 THB, and most spent between 1,001 to 2,000 THB per month at Starbucks. The results indicated that only store quality of service and atmosphere had a statistically significant positive effect on brand loyalty at the 0.05 level. The population consisted of Starbucks customers in Bangkok, Thailand, and the sample included 310 respondents. The research instrument was a survey questionnaire, which was distributed to respondents for data collection. Descriptive statistics and multiple regression analysis were used to analyze the data.