| Project Title: | The Service Quality and Marketing Mix Affecting Customer Satisfaction in Coffee Industry in Nanning, China |
| Author: | Mr. Liu Kun |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration (International Program) |
| Major: | International of Business Management |
| Faculty: | Graduate Schools |
| Academic year: | 2022 |
| Url:
Published: |
Proceedings The 15th National and International Academic Conference “Creating Shared-Value and Innovation for Sustainability” 18-20 January 2023 |
Citation
Liu, Kun. (2022). The service quality and marketing mix affecting customer satisfaction in coffee industry in Nanning, China (Master’s independent study). Bangkok: Siam University.
Abstract
China’s coffee industry is gradually growing, and the market is becoming inten-sively competitive. Many local and foreign coffee chain stores are providing competi-tive pricing products and good services to satisfy customers. Besides, with the decrease of growth rates in first and second tier cities, the sinking market is the developmental trend for coffee industry in China becoming more and more competitive, and many cus-tomers increase demand for good services with reasonable price products at coffee stores. Hence, the study was conducted with two objectives: 1) to investigate the rela-tionship between service quality and customer satisfaction in coffee industry; 2) to ac-cess the relationship between marketing mix and customer satisfaction in coffee indus-try.
The population in this study is the customers who purchase coffee products at the coffee stores in Nanning China. Questionnaires were to distribute to collect data from a sample size of 400 respondents selected from 6 districts of Nanning, China. Data was analyzed by descriptive analysis, Multiple regression analysis. The descriptive analysis has been employed to analyze the demographic characteristics of the customer of coffee stores. Besides that, the Multiple regression analysis has also employed to analyze the relationship of customer satisfaction and the service quality (tangibility, reliability, re-sponsiveness, assurance and empathy), and the relationship between customer satisfac-tion and marketing mix 7Ps (product, price, place, promotion, personnel, process and physical evidence). The results showed that there are significant relationships between customer satisfaction and both service quality and Marketing Mix 7Ps.
Keywords: coffee industry, customer satisfaction, marketing mix 7Ps, service quality, demographic factors.
The Service Quality and Marketing Mix Affecting Customer Satisfaction in Coffee Industry in Nanning, China
Master of Business Administration (International Program), Siam University, Bangkok, Thailand