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