ปัจจัยแห่งความสำเร็จของธุรกิจร้านกาแฟขนาดเล็กในอำเภอเมืองเชียงใหม่

Abstract

The study aims to investigate the success factors of small-sized coffee shops in the district of Chiang Mai, which includes 5 cafes: These cafes are specifically those with multiple branches, in operation for at least 2 years, and generating a total monthly revenue exceeding 1,500,000 Thai Baht. The study includes the following coffee shops: The Baristro, Mars.CNX, Improvise, Trailer, and Sangsan Coffee. Data will be collected through in-depth interviews, referencing the framework of Key Success Factors of Entrepreneurs. These factors can be categorized into three main categories: 1. entrepreneurs’ psychological and personality traits: previous business experience, good customer service, hard work, reputation for honesty. 2. entrepreneurs’ managerial skills and training: good general management skills, appropriate training, ability to manage personnel, charisma: friendliness to customers, maintenance of accurate records of sales/expense, good product at competitive price, marketing factors such as sales promotion, location. 3. external environment: support of family and friends, access to capital, satisfactory government support, political involvement, community involvement. The study found that the primary success factor for small coffee businesses in the Chiang Mai district is the quality of products. This factor is considered the most important by all business owners and significantly influences customer satisfaction and the efficiency of business operations. When customers receive high-quality products and excellent service, they are more likely to return and become loyal patrons who support the business in the long run. They are also more inclined to share their positive experiences with others. Therefore, it is crucial for coffee shops to consistently maintain high standards of product and service quality. Giving importance to and maintaining quality is a key factor that contributes to the long-term success and sustainability of coffee businesses. A secondary success factor identified in the study is ability to manage personnel. Business owners place a strong emphasis on their employees because they play a crucial role in creating positive customer experiences and driving business growth and success. This includes valuing employee input, addressing any issues or problems that may arise, and providing training in coffee-related skills. Prioritizing and investing in employees leads to a more skilled and efficient workforce. A positive working environment and employee satisfaction also contribute to delivering excellent customer service. The study has provided recommendations for coffee shop entrepreneurs to consider for the further development of their businesses: The first recommendation is to prioritize and continuously maintain the quality of products and services. It is important to focus on delivering a consistent and high-quality experience to customers. Additionally, consider improving the quality of products and services to retain existing customers and expand the customer base. The second recommendation emphasizes the importance of learning, tracking trends, and constantly improving knowledge related to coffee. This involves staying updated with coffee industry trends and developments. Developing coffee-related skills and using this knowledge to enhance the coffee business is essential for staying competitive and meeting customer demands. The third recommendation is to consider the timing of business operations to align with the lifestyles of the target customer group in the area where the coffee business is located. Adapting business hours to cater to the schedules and preferences of customers can help attract and retain more patrons. The final recommendation underscores the significance of valuing and motivating employees. Employees are often the face of the business, directly interacting with customers. Therefore, it is crucial to prioritize their well-being and provide motivation. When business owners place importance on their employees, it leads to a motivated workforce and better customer service.