Consumer Loyalty and Satisfaction in Coffee Shop in Bangkok: A Case Study on Black Canyon Coffee

Abstract

The objective of the research is to study Consumer loyalty and satisfaction in Black Canyon Coffee in Bangkok. The conceptual framework of the research was applied from concepts and theories regarding expectation, perception, value acceptance, image, satisfaction, complaint and loyalty. Data Survey was based on probability sampling, simple random sampling methods, and a questionnaire was used as tool for data collection. Research population was 450 consumer of Black Canyon Coffee. The obtained data was analyzed by a descriptive statistics analysis which included frequency, percentage, mean and standard deviation, and a hypothesis test which included t-test and F-test (One-way ANOVA), least significance Difference (LSD), Chi-square test and Pearson Correlation Coefficient. The research finding that most respondents were male aged 22-30 years old, having single status, bachelor’s degree and working as private employees with monthly income of 15,000-30,000 bath. The results of satisfaction with a statistical significance; It also found the relationship of image, quality, value and satisfaction with a statistical significance; The results could be interpreted that Black Canyon Coffee entrepreneurs should give importance to corporate image, quality perception and value acceptance that are important factors influencing satisfaction of Black Canyon Coffee consumers.