Independent Study Title Satisfaction of Customer toward Products and Services of Starbucks and Tom N Toms Coffee in Bangkok and Vicinity
Abstract
The purposes of this research were; to study the customer satisfaction on
products and services toward Starbucks and Tom N Toms Coffee in Bangkok and vicinity,
and to study factors affecting customer satisfaction and loyalty toward Starbucks and
Tom N Toms Coffee. Conceptual framework was based on American Customer
Satisfaction Index (ACSI).
Simple random sampling technique was applied to select 400 customers of
Starbucks and Tom N Toms Coffee in Bangkok and vicinity to answer self-reported
questionnaire. Data was analyzed by bivariate analysis consisted of t-test, F-test, and
correlation analysis.
Research findings revealed that; Starbucks’ customer satisfaction was statistically
significant higher than that of Tom N Toms 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.