| Abstract |
The purpose of this study is to identify the influence of the service quality and price
fairness influence customer satisfaction and loyalty in a coffee shop in Thailand. The
Sample size used for this study was 400 quota sampling from customers in 3 groups as (1)
students, (2) office workers, and (3) retirees who are staying in Thailand from December
2021 to February 2022. The researcher will utilize Partial Least Squares Structural Equation
Modeling (PLS-SEM) program to analyze the data. Several statistical approaches will be
used to get the stated objectives and test the hypotheses. Firstly, this research will be
evaluated the measurement model (validity and reliability). Secondly, descriptive statistical
methods will be used to study the demographic profile of coffee shop consumers in Thailand.
Thirdly, this research will be evaluated the structural model (relationship between service
quality, price fairness, customer satisfaction, and customer loyalty).
Keywords: Service Quality, Price Fairness, Customer Loyalty |
Publication
Journal Publication
ไทย