DOI: 10.14458/utcc.the.2015.5
title: ความพึงพอใจต่อส่วนประสมทางการตลาดบริการที่มีผลต่อความภักดีของลูกค้าต่อตราสินค้าธุรกิจร้านกาแฟสด ของผู้บริโภคในเขตกรุงเทพมหานคร : ศึกษากรณี สตาร์บัคส์ คอฟฟี่ ไทยแลนด์

description: การค้นคว้าอิสระนี้มีวัตถุประสงค์เพื่อศึกษาความสัมพันธ์ด้านความพึงพอใจต่อส่วนประสมทางการตลาดบริการที่มีผลต่อความภักดีต่อตราสินค้าธุรกิจร้านกาแฟสด ของผู้บริโภคในเขตกรุงเทพมหานคร ศึกษากรณี สตาร์บัคส์ คอฟฟี่ ไทยแลนด์ ซึ่งทำการเก็บรวบรวมข้อมูลโดยใช้แบบสอบถามกับกลุ่มผู้ที่ซื้อกาแฟจากร้านสตาร์บัคส์ ในเขตกรุงเทพมหานคร ภายในพื้นที่กรุงเทพฯ จำนวน 385 ตัวอย่าง || The Objective of this independent study is to study the relationship of satisfaction of the marketing mix that affects customersp loyalty to the brand of coffee business with consumers in Bangkok area. The case study concerns Starbucks Coffee Thailand, which collected data by providing questionnaires to a group of people who buy coffee from Starbucks in Bangkok area within 385 sample. The statistic used in this study consists of Frequency, Percentage, Mean and Standard Deviation, Factor Analysis, One-Way Anova, Multiple Regression. This research found the satisfaction of the marketing mix that affects customersp loyalty to the brand of coffee business with consumers in Bangkok area. The Case Study concerns Starbucks Coffee Thailand. From researchps statistic, we found that the majority of group sampling are females, aged 26-30 years, completed their undergraduate studies, private company employees and revenue in a range of 20,001.00 to 30,000.00 baht. When considering the relationship found that satisfaction with the products factor in considering the questions that respondents are satisfied. The most is mellow taste of coffee. Followed by the smell of the coffee process, a variety of cup sizes, cup of coffee is a unique shop, the layout and design of coffee is a beautiful facility, coffee has a wide selection of coffee recipes that are different from other stores, respectively. The satisfaction of the price factor is moderate. Considering that the respondents are satisfied. The price tag which show the cost is the most obvious. Followed by the price is suitable for the location of the store, the price of coffee is value for types of coffee, the price of coffee is value with the ability to buy, the price of coffee is suitable for the size of the glasses, respectively. The satisfaction factor for distribution channel level when considering that the respondents are satisfied. The most is easy access their services, followed by a branch distribution coverage in each area, waiting seats have been a sufficient, respectively. The satisfaction factor for boosting the market on a massive scale when considering that the respondents are satisfied with the purchase of drinks onWednesday during 14:00 to 16:00 hrs. And get one glass for free, followed by provided premium gift such as cup of coffee, key chain, pen, etc., have a stamp card for collect when buy 10 glasses free 1 glass or buy 2 glasses of beverage get free 1 in the date and time of condition, give 5% discount coupons for the purchase of 300 baht or more, respectively. The satisfaction of individual factors in the high level. When considered individually, we found that respondents are satisfied with the uniform and cleanliness of the staff is the most. Followed by service with a smile of staff, staffps service in the polite way, courtesy employees are provided adequate, knowledgeable about the products and services of the order, respectively The satisfaction of the service process to a large extent. When considered individually, we found that respondents are satisfied for serve drinks with accuracy is the most. Followed by have recorded as customerps favorites drinks for membership, Fast service, respectively. The satisfaction factor in the physical level. When considered individually, we found that respondents are satisfied with the décor in the store is the most. Followed by a service point plug socket for charging electronics, Store label clearly visible, the smell of the coffee in the store, offers free Wi-Fi, equipment layout is neat and clean, store location easily visible, Easy to buy, respectively So the cafe operators are advised to give priority to the satisfaction of the marketing mix service. The stores have a quality products. It also has the distributionchannels to meet the needs of consumers. Enabling customers to achieve customer loyalty to the brand. And create an advantage in doing business.