The expectation and satisfaction towards the service business of Black Canyon Coffee and S&P Blue Cup Coffee in Ratchaburi

Abstract

The purposes of this research were: (1) to study the factors that affect the expectation and customer satisfaction of Black Canyon and S & P Blue Cup, and (2) to compare the customers’ satisfaction and loyalty between Black Canyon and S & P Blue Cup. Conceptual framework was based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 301 customers of Black Canyon and S & P Blue Cup in Ratchaburi 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: 1) Black Canyon customers’ satisfaction was not different statistically significant with S & P Blue Cup, 2) expectation, perceived quality, and perceived value had statistically significant relationship with customer satisfaction, and 3) customers’ satisfaction and complaints had statistically significant relationship with customer loyalty. These results implied that loyal customers will focus on satisfaction and complaints for the development and improvement of services.