Comparing Customer Satisfaction with the Decision for Using Serviced Provided by Premium Coffee Shops in the Bangkok Metropolis with the ACSI Model
DOI:
https://doi.org/10.53848/irdssru.v9i3%20SUP.214286Keywords:
Comparison, Satisfaction with customer’s decision, ACSI.Abstract
This research studied the level of satisfaction in the decision to use premium
coffee shops. The ACSI (ACSI must be spelled out) model was tasked in Bangkok to
compare Starbucks coffee shop, that has a reputation in Thailand as a foreign country
brand and a famous coffee shop, to True’s level, that is a Thai brand. The objective
was: 1) to compare the satisfaction service between Starbucks and True coffee along
with consumer behavior studies, both by leading brands; and (2)the leading brands
adopted the ACSI and ECSI (ECSI must be spelled out) models applied together to
measure the relative level of variables in the premium coffee business. In this study,
questionnaires were used as a tool to collect data, and used 1,000 people in total
classified, by brand, 500 people each, and the brand was used in the data analysis. The
results of the study found that of people who stayed in the shop, Starbucks coffee,
and True coffee shop, but when the data was analyzed through the ACSI structure by
ECSI variables introduced this time, found that the relationship of the variables in a
certain structure did not conform to the theory of direct, but indirect relationships
were between some variables in the coffee business
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