Project Title : Factors that Influencing to Service Used Café Amazon Klongsan Branch of Customer
By : Mr. Pongsathon Nunsiri, Dr. Pichet Musikapoduk
Advisor : Dr.Pichet Musikapodok
Degree : Master in Business Administration
Major : General Management
Faculty : Graduate Schools
Academic year : 2018
Abstract
This research study aims to examine factors influencing customer preference towards services at Cafe Amazon, Khong San branch. A number of 400 participants are selected using random sampling method. A set of questionnaires is utilized as a tool to collect data. The analyses of data are employed using statistics tools: Frequency, Percentage, Mean and Standard Deviation. The Multiple Regression Analysis method is chosen to test hypothesis.
The findings and results indicate that the majority of the participants are females aged 21–30 years old. Their marital status is single. They finish at least a Bachelor’s degree. Most of the participants work as private company employees, earning a monthly income ranging from 10,001–20,000 baht. The Marketing Mix factors influencing customer preference towards services at Cafe Amazon, Khong San branch rank as follows: Price (x̄ = 4.58), People ( x̄= 4.53), Place ( x̄= 4.39), Product, Promotion and Physical Evidence ( x̄= 4.38), and Procedures ( x̄= 4.33), respectively. Customer preference towards services at Cafe Amazon, Khong San branch ranks as follows: Responsiveness ( x̄= 4.55), service quality (x̄ = 4.48) and trust ( x̄= 4.48), respectively.
The tested hypothesis finds that Marketing Mix factors influencing customer preference towards services at Cafe Amazon, Khong San branch – Procedures, Physical Evidence, People, Products, Promotion and Place – influence customer preference towards the services in statistically significance at the level of 0.05.
Personnel management of Cafe Amazon is satisfactory as seen from the consumer’s response regarding their preference towards services at Cafe Amazon, Khlong San brance. The most preferred practice is Responsiveness. The branch is advised to maintain such standard in its operations.
Keywords: Cafe Amazon, Marketing Mix Factors, Service Preferences.
Factors that Influencing to Service Used Café Amazon Klongsan Branch of Customer
Master in Business Administration(MBA), Siam University, Thailand