| dc.description.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. | en_US |
