Quality Perspective toward Satisfaction in Coffee Service Business: The Case Study of Café Amazon and Inthanin Coffee in Nontaburi Provincial Area

Abstract

The purposes of this research were; to study the population characteristics of customers who used services at Café Amazon and Inthanin Coffee in Nontaburi Province, to study customers’ satisfaction and loyalty on product and service toward Café Amazon and Inthanin Coffee in Nontaburi Province, to compare the customers’ satisfaction and loyalty toward Café Amazon and Inthanin Coffee in Nontaburi Province, and to study factors affecting customers’ satisfaction and loyalty toward Café Amazon and Inthanin Coffee in Nontaburi Province. Conceptual framework was based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 603 customers of Café Amazon and Inthanin Coffee in Nontaburi Province to answer self-reported questionnaire. Data was analyzed by bivariate analysis consisted of t-test, F-test, and correlation analysis. Research findings revealed that Café Amazon customers’ satisfaction was statistically significant higher than that of Inthanin Coffee; expectation, perceived quality, and perceived value had statistically significant relationship with customer satisfaction; and customer satisfaction and recommendation had statistically significant relationship with customer loyalty. These results implied that loyal customers would offer recommendations for better services.