อิทธิพลของการดึงดูดด้านประสาทสัมผัสและคุณภาพการบริการต่อความตั้งใจใช้บริการซ้ำของลูกค้าร้านกาแฟประเภทสแตนด์อะโลนในอำเภอเมืองเชียงใหม่

Abstract

The study on influence of sensory appeal and service quality towards intention to repeat service of stand-alone coffee shop customers in Mueang Chiang Mai District. It collected data from a sample of 412 people using an online questionnaire through a quota sampling method. The data was analyzed by descriptive statistics (frequency, percentage, mean and standard deviation) and inferential statistics (multiple regression analysis). The findings revealed that the majority of respondents were female, single, students, had a bachelor's degree or equivalent and had an average monthly income 10,001-20,000 Thai baht (THB). The primary reason for visiting stand-alone coffee shops was for good-tasting beverages. The opportunity that leads to use stand-alone coffee shop services is to do personal work. Oneself is the influencers to use the coffee shop services. These individuals typically visit stand-alone coffee shops between Monday to Friday or working days from 11 a.m. to 1 p.m., with an average duration of 1-2 hours. The most frequently ordered beverage was Americano with an average cost per person per visit was between 101 and 200 THB. The sample’s opinions were at an agreeing level on all aspects of sensory appeal which are sight, taste, smell, sound and touch. Their opinions were at the agreed level on all aspects of service quality that are reliability, assurance, tangibles, empathy and responsiveness. For opinions about the intention to repeat service, it is at the agree level. Sensory appeal and service quality that mostly affected the intention to repeat service of stand-alone coffee shop among customers in Mueang Chiang Mai District were the quality of service in terms of reliability, followed by the sense of taste, the quality of service in terms of empathy and the quality of service in terms of responsiveness. This study is beneficial to the marketers of stand-alone coffee shops in Mueang Chiang Mai District. The results of the study can be used to develop effective marketing strategies related to sensory appeal and service quality. These strategies can be applied to similar coffee shop businesses to enhance their customer experience and increase repeat business usage.