Quality of Service Influencing Customer Loyalty of Coffee Shop

Abstract

The objectives of this research were 1) to study the level of opinions on service quality of coffee shop and 2) to study quality of service influencing customer loyalty of coffee shop. The questionnaires were used in the data collection from 400 consumers of Beyond Café, Muang District, Udon Thani Province. The statistics used for the data analysis included percentage, mean, relationship, and multiple regression. The research results revealed that the level of opinion on the service quality of coffee shop in the concreteness of service was at a good level with the concreteness of service of 4.55. The service reliability was at a good level with the mean of 4.62. The response to customer demands was at a good level with the mean of 4.47. The service reassurance was at a good level with the mean of 4.50. The service care was at a good level with the mean of 4.57. Regarding the quality of service influencing customer loyalty of coffee shop; the case study of Beyond Café in Muang District, Udon Thani Province, it was found that the service quality including the concreteness of service, reliability, response to customer demands, reassurance, care had the influence on customer loyalty at the statistical significance of 0.05 level. When considering the independent variable having the power to predict changes in customer loyalty, the best ones were the concreteness of service, response to customer demands, reassurance, care, and reliability, respectively.