Determinants of Brand Loyalty: A Case Study of Café Amazon

Abstract

This study examined factors affecting brand loyalty among Café Amazon customers in Bangkok, Thailand. The hypothesized variables—including service quality, food and beverage quality, functional quality, green space within the café, staff knowledge, and atmosphere—were expected to positively impact brand loyalty. The research instrument was a survey questionnaire distributed to respondents for data collection. The researchers collected 305 complete questionnaires, and the data were analyzed using descriptive statistics and multiple regression analysis. Most respondents were young adults, primarily male, with bachelor’s degrees, who visited mainly for coffee or tea, spending 101–150 THB and 31–45 minutes per visit. Smoothies/Frappes and Thai milk tea/iced tea were the most frequently consumed drinks, while pastries and cakes were the most popular food items. The results showed that only service quality, food and beverage quality, and green space within the café had a statistically significant positive effect on brand loyalty.