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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4709

Title: Factors Affecting Thai Customers’ Loyalty to Coffee Shops in Bangkok, Thailand.
Authors: Siraji Badrul
Keywords: Product Quality
Perceived Service Quality
Issue Date: 2020
Publisher: Bangkok University
Abstract: The purpose of this study was to investigate the factors affecting Thai customers’ loyalty to coffee shops in Bangkok, Thailand. Factors investigated include product quality, perceived service quality, brand innovation and physical environment as the independent variables, and customer loyalty as the dependent variable. Descriptive statistics and multiple regressions were used to analyze data and test hypotheses respectively. The analysis revealed that product quality, physical environment and brand innovation had a statistically significant impact on the customer loyalty while perceived service quality did not
Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2020
Advisor(s): Khomson Tunsakul
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4709
Appears in Collections:Independent Studies

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