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dc.contributor.authorWisarut Laohathienprathanen_US
dc.date.accessioned2018-11-22T03:23:27Z
dc.date.available2018-11-22T03:23:27Z
dc.date.issued2016
dc.identifier.urihttp://repository.rmutr.ac.th/123456789/983
dc.identifier.urihttp://localhost:8080/xmlui/handle/123456789/983
dc.description.abstractThe 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
dc.language.isoTHen_US
dc.publisherRajamangala University Of Technology Rattanakosinen_US
dc.subjectExpectationsen_US
dc.subjectQualityen_US
dc.subjectValueen_US
dc.subjectImageen_US
dc.subjectSatisfactionen_US
dc.subjectComplaintsen_US
dc.subjectLoyaltyen_US
dc.titleConsumer Loyalty and Satisfaction in Coffee Shop in Bangkok: A Case Study on Black Canyon Coffeeen_US
dc.title.alternativeความจงรักภักดี และความพึงพอใจของผู้บริโภคร้านกาแฟในเขตพื้นที่กรุงเทพมหานคร กรณีศึกษาร้านกาแฟ Black Canyonen_US
dc.typeIndependent Studyen_US


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