| dc.description.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. | en_US |
