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.