Independent Study Title Factors that influence satisfaction of consumers of coffee shops in Bangkok: a case study of Coffee World Café

Abstract

The objectives of this research were: (1) to determine which factors that influence satisfaction of consumers of coffee shops in Bangkok in case of Coffee World Café. Conceptual framework of the study was based on the European Customer Satisfaction Index (ECSI Model) concept. Random sampling technique was applied to select 460 consumer surveys of from people who had been consumers of Coffee World Café in Bangkok. Data were analyzed by bivariate analysis consisted of t-test and Correlation. Research findings revealed that: 1) image, perceived value, perceived quality, and expectation had a significant and direct effect on the satisfaction of consumers with a statistical significance. It could be interpreted that the owner of Coffee World Café should have created image, perceived value, perceived quality, and expectation, which were significant factors that affect the consumer’s satisfaction of Coffee World Café.