Factors Affecting Consumer Loyalty in Coffee Shops in Thailand

Thanakrit Thodpanich, Tanapol Kortana, Bundit Pungnirund, Jongdee Phusalux and Chattip Manmai

ABSTRACT:

This research investigates the antecedent factors influencing consumer loyalty in Thailand's burgeoning coffee shop industry, a sector characterized by intense competition and a cultural shift towards coffee shops as social "Third Places." Employing a mixed-method research design, this study develops and tests a structural model that posits Innovation Management, Marketing Mix (8Ps), and Consumer Experience as key drivers of Customer Loyalty, mediated by Customer Satisfaction. The quantitative phase involved a survey of 400 coffee shop consumers across Thailand, with data analyzed using Structural Equation Modeling (SEM). The qualitative phase consisted of in-depth interviews with 15 coffee shop managers and owners to provide contextual depth and triangulate the quantitative findings. The results are expected to demonstrate that Customer Satisfaction plays a crucial mediating role, transforming strategic managerial actions into sustainable customer loyalty. This study contributes a holistic framework for understanding consumer loyalty in a modern service context and offers actionable insights for operators seeking to enhance competitiveness and build a loyal customer base in a dynamic market.

KEYWORDS: Consumer Loyalty, Customer Satisfaction, Innovation Management, Marketing Mix, Consumer Experience, Coffee Shops, Thailand, Structural Equation Modeling (SEM)

DOI: 10.62788/Nn433XB

PUBLISHED IN: ICCMETS Conference Proceedings 2024

DATE OF CONFERENCE: October 21 - 22, 2024

CONFERENCE LOCATION: Singapore

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-69-5

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