Attributes of perceived values towards coffee shop industry in Bangkok

Abstract

Coffee shop or café is referred to the place where it offers coffee or drinks and some space for customers to sit and relax. It becomes the most visited place for the modern lifestyles. Coffee shops can be found easily in cities, especially Bangkok, Thailand. There are both local individual coffee houses and chained coffee brands in the market, people can choose to visit either of which or both of them. The rapid growth of coffee industry in Bangkok is affecting how each brand could compete with its rival in the market. Customers are the key driver for the business to grow. It is important for the business to continue to attract new customers and most importantly to keep or retain their existing customers. There are factors behind customers behaviour and decision that can be examined in order to help the business to stay in the market. Customer perceived values are the most direct factors that impact customer satisfaction, which lead them to be loyal coffee shop customers. A survey approach is used to observe customers perception towards the coffee shop industry in Bangkok. Logistic Binary Regression is used to compute to see the relationship between perceived values under each aspect and the probability of being coffee shop customers. Those aspects are product and service quality, price, store decoration and environment, location, and marketing and promotion. The result shows that product quality, price and store decoration and environment have the impact on probability of being café customers. Moreover, demographic data of customers can explain the chance of being café customers that coffee drinkers are more likely to visit the café than non-coffee drinkers.