บทบาทของภูมิทัศน์บริการและการมีปฏิสัมพันธ์ทางสังคมที่มีผลต่อประสบการณ์บริการของลูกค้าร้านกาแฟ

Natsawan Mora; Pittawat Ueasangkomsate

Authors

Natsawan Mora Faculty of Business Administration, Kasetsart University
Pittawat Ueasangkomsate Faculty of Business Administration, Kasetsart University

Abstract

This research aims to investigate the servicescape and social interactions, affecting customer sevice experience in coffee shops. The online survey was used to gather data from 400 regular coffee shop customers, residing in Bangkok Metropolitan region, selected by convenience sampling. The data were analyzed, using descriptive and multiple regression analyses to test hypotheses. The findings reveal that service space (B = 0.25), and signs and symbols (B = 0.201) had positive influence on customer service experience at a significant level of .05. As for social interactions, comprising of two sub-factors; customer-to-customer (B = 0.416) and customer-to-employee interactions (B = 0.351) also had positive influence on customer service experience at a significant level of .05. In addition, one-way ANOVA suggests that coffee shop entrepreneurs focus on clients with high expectations for customer service experience, aged 41 years old or older with a bachelor's degree or above. This study helps coffee shop owners enhance the customer service experience in their coffee shops by improving servicescape and social interaction.

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