DSpace Community: ปริญญาตรี
http://dspace.bu.ac.th/jspui/handle/123456789/149
ปริญญาตรี2024-03-28T02:44:09ZFactors Affecting Thai Customers’ Loyalty to Coffee Shops in Bangkok, Thailand.
http://dspace.bu.ac.th/jspui/handle/123456789/4709
Title: Factors Affecting Thai Customers’ Loyalty to Coffee Shops in Bangkok, Thailand.
Authors: Siraji Badrul
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, 20202020-01-01T00:00:00Z